{"product_id":"big-data-marketing-9781118733899","title":"Big Data Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eLeverage big data insights to improve customer experiences and insure business success\u003c\/b\u003e \u003cp\u003eMany of today''s businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. \u003ci\u003eBig Data Marketing\u003c\/i\u003e provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, \u003ci\u003eBig Data Marketing\u003c\/i\u003e will help you discover the remedy offered by data-driven marketing.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExplains how marketers can use data to learn what they need to know\u003c\/li\u003e \u003cli\u003eDetails strategies to drive marketing relevance and Return On Marketing Investment (ROMI)\u003c\/li\u003e \u003cli\u003eProvides a five-step a\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword Thomas H. Davenport ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI The Problem: How Did We Get Here? 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Moving Out of the Dark Ages 5\u003c\/p\u003e \u003cp\u003e2 Why Is Marketing Antiquated? 15\u003c\/p\u003e \u003cp\u003e3 The Data Hairball 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Get Ready for Big Data Marketing 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 Definitions for the Real World of Big Data Marketing 41\u003c\/p\u003e \u003cp\u003e5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII The Five Steps to Data-Driven Marketing and Big Data Insights 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6 Step One: Get Smart, Get Strategic 69\u003c\/p\u003e \u003cp\u003e7 Step Two: Tear Down the Silos 85\u003c\/p\u003e \u003cp\u003e8 Step Three: Untangle the Data Hairball 99\u003c\/p\u003e \u003cp\u003e9 Step Four: Make Metrics Your Mantra 113\u003c\/p\u003e \u003cp\u003e10 Step Five: Process Is the New Black 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Realizing the Value of Big Data Marketing 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 Drive Value through Relevant Marketing 149\u003c\/p\u003e \u003cp\u003e12 The Bright, Enlightened World of Customer Experience 167\u003c\/p\u003e \u003cp\u003eNotes 177\u003c\/p\u003e \u003cp\u003eResources 183\u003c\/p\u003e \u003cp\u003eAbout the Author 185\u003c\/p\u003e \u003cp\u003eIndex 187\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406913446231,"sku":"9781118733899","price":19.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118733899.jpg?v=1730497538","url":"https:\/\/bookcurl.com\/products\/big-data-marketing-9781118733899","provider":"Book Curl","version":"1.0","type":"link"}