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The big data-driven business : how to use big data to win customers, beat competitors, and boost profits / Russell Glass, Sean Callahan

Author
Glass, Russell, 1976-
Published
Hoboken, New Jersey : Wiley, [2015]
Physical Description
x, 214 pages : illustrations ; 24 cm
Additional Creators
Callahan, Sean (Economist)

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Contents
Introduction: why we wrote this book and how it can help you -- Big data, big benefits -- The evolution of the customer-focused, data-driven business -- The evolution of the buyer's journey, or how the internet killed the three martini lunch -- The marketing stack - why CMOs and CIOs are working together. The software in the stack -- How technology bridges the gap between marketing and sales. Technology brings harmony between sales and marketing at DocuSign ; How Bizo used data to boost marketing-sales alignment -- Data and the rise of online advertising. Early uses of audience data ; Early marketing analytics - audience auditing ; The rise of internet advertising ; Ad networks ; Audience platforms ; Online advertising exchanges ; Retargeted display ads ; Social media advertising's powerful leap forward ; How marketers are putting data on display -- Using data to better understand customers and pursue prospects. Netflix flexes its data muscle ; SaaS and its powerful window on the customer ; The power of predictive lead modeling ; Data isn't reserved for dot-coms -- The arrival of left-brained leaders and the rise of the marketing department -- Implementing a big data plan (sometimes by thinking small). Eleven principles to follow when bringing big data into your business -- Measurement, testing, and attribution. Data and measurement ; Measuring the power of display ads ; Data and testing ; Data and attribution ; Attribution's big day -- Data can be a matter of corporate life and death. The dead ; Near-death experience ; Culture clash ; Missed opportunity ; Whistling past the graveyard? Schadenfreude? -- Using data responsibly. Privacy and online advertising ; Privacy and the corporate database ; The responsibility of corporations -- Big data's big future. How Cleversafe harnessed the power of data ; Key trends defining big data's future ; The human touch remains essential.
Subject(s)
ISBN
9781118889800 (hardback)
1118889800 (hardback)
Note
Includes index.
GUIDEBOOK.
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