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Analytics and Dynamic Customer Strategy: Big Profits from Big Data - Hardcover

Tanner, John F.

 
9781118905739: Analytics and Dynamic Customer Strategy: Big Profits from Big Data
Hardcover
ISBN 10: 1118905733 ISBN 13: 9781118905739
Verlag: Wiley, 2014

Inhaltsangabe

Key decisions determine the success of big data strategy
 
Dynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance.
 
Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include:
* Applying the elements of Dynamic Customer Strategy
* Acquiring, mining, and analyzing data
* Metrics and models for big data utilization
* Shifting perspective from model to customer
 
Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works.

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Über die Autorin bzw. den Autor

JOHN F. "JEFF" TANNER, JR., PHD, is Professor of Marketing and the Executive Director of Baylor University's Business Collaboratory. His work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, and the Journal of Business Research. He has authored and coauthored 15 books. Tanner is a consultant to companies such as IBM, Pearson-Prentice Hall, Cabela's, and the federal government. He serves on the board of directors of several companies and nonprofits.

Von der hinteren Coverseite

Analytics and Dynamic Customer Strategy is a hands-on resource that helps marketing and operations professionals tap into the power of Big Data in order to boost their organizations' ability to seize business-to-consumer and business-to-business marketing opportunities. This comprehensive guide outlines a proven process for rigorous decision making when navigating the murky waters of data-driven strategies that inform today's astute marketing practice. Written by John F. "Jeff" Tanner--a noted expert in the field--and based in solid research, Analytics and Dynamic Customer Strategy illuminates the vital concepts and techniques and includes compelling examples that speak directly to marketing and operations professionals who may not be savvy to the ins and outs of Big Data analysis.
 
As the author explains, accessing the power of Big Data requires a new way of looking at strategy, because otherwise the volume, variety, and velocity that define Big Data would overwhelm an organization. After over a decade of research, Dynamic Customer Strategy (DCS) has been developed to take advantage of Big Data while complementing what professionals already know about strategy. DCS is comprised of a theoretical map, a data strategy, organizational learning, and customer knowledge competence.
 
This important resource shows how Dynamic Customer Strategy's unique models and metrics can be applied to create a fresh approach to data and new consumer behaviors. Step by step, the author clarifies the concepts and highlights the key decisions that have the greatest impact on a company's Big Data plan.
 
Analytics and Dynamic Customer Strategy gives you the information and tools needed to assemble an array of technology, integrate multiple business practices, and develop the right human resources--and ultimately reap big profits from Big Data.

Aus dem Klappentext

Accelerate the power of Big Data with Dynamic Customer Strategy
 
"If there is anything certain about big data, it's that continuous learning and change will be necessary to master it. In this book Tanner describes how to build learning and change into your big data marketing strategy. It's clear, concise, and fun--what are you waiting for?" --Thomas H. Davenport, Distinguished Professor, Babson College; Author of Competing on Analytics and Big Data @ Work
 
"Big data is not hype. It's an opportunity and a business imperative. In Jeff's book he explains clearly how an organization can create and execute a Big Data strategy today that drives Revenue and Profits." --Bruce Culbert, Partner and Chief Services Officer, The Pedowitz Group
 
"This book from Dr. Jeff Tanner delivers insights, useful models, processes, and real-world examples that will help you rise above the Big Data hype to drive a sustainable competitive advantage. Dr. Tanner applies Jack Welch's 'learn and act' philosophy to his 'Dynamic Customer Strategy' model to inspire today's business executives to fail fast, fail cheap, take action, and learn. This book is a must read today since the market leaders of tomorrow will enjoy big profits from Big Data. So buy it, read it, apply it, and then act and learn before your competitors do!" --Lisa Arthur, Chief Marketing Officer, Teradata Applications; Author of Big Data Marketing: Engage Your Customers More Effectively to Drive Value
 
"I liked this book for the practical approach, the detailed how-to explanation of what organizations must do, and what steps they may take. Dr. Tanner wrote another great book that can be leveraged in the classroom to learn, or in the organization to guide implementations. Well done." --Esteban Kolsky, Thinkjar
 
"This is an exciting book. I feel like I'm reading about the last 10 years of my life and all my frustrations of organizations that just didn't get it." --Ben Becker, Becker Strategies
 
"With Analytics and Dynamic Customer Strategy, Tanner goes far beyond the discussion of what big data is and why it's important from a sales and marketing perspective. Through an enlightening mix of research, strategy, and review of enlightening case studies, Tanner puts forth important methodologies for creating customer-centric business models where data fuels efficient, successful, sustainable customer engagement. Where in the early days of social media adoption, enterprises had some leeway for learning to integrate social into the enterprise, customer sophistication and expectations are significantly higher now. You have less time and fewer opportunities to get it right. Luckily, Tanner delivers a blueprint to help you to get it right, make it work for your customers, and make it work for your bottom line." --Brent Leary, CRM industry analyst and Managing Partner, CRM Essentials, LLC

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Verlag
Wiley
Erscheinungsdatum
2014
Sprache
Englisch
ISBN 10 
1118905733
ISBN 13 
9781118905739
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
256
Kontakt zum Hersteller
WROX
https://www.wiley.com/en-us

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