Humanizing big data marketing at the meeting of data, social science and consumer insight
Humanizing big data: marketing at the meeting of data, social science and consumer insight
Gespeichert in:
Bibliographische Detailangaben
1. Verfasser: Strong, Colin (VerfasserIn)
Format: Elektronisch E-Book
Sprache:English
Veröffentlicht: London Kogan Page 2015
Schlagworte:
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Marketing / Research
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Datenverarbeitung
Wirtschaft
Marketing > Data processing
Internet advertising
Customer relations > Management
Marketing research
Big data
Big Data
Verbraucherforschung
Marketingstrategie
Markenwert
Online-Zugang:TUM01
Volltext
Beschreibung:"Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advice on how to interpret and incorporate data into an organization's overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels.Topics covered include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy"--
"Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets"--
Beschreibung:1 Online-Ressource
ISBN:0749472111
074947212X
9780749472115
9780749472122

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