Big data marketing : engage your customers more effectively and drive value
Lisa Arthur
| Year of publication: |
[2013]
|
|---|---|
| Authors: | Arthur, Lisa |
| Publisher: |
Hoboken, New Jersey : Wiley |
| Subject: | Online-Marketing | Internet marketing | Data Mining | Data mining | Marketingmanagement | Marketing management | Marktforschung | Market research |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XIV, 192 Seiten Diagramme |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Literaturangaben I. The problem: how did we get here?Moving out of the Dark Ages -- Why is marketing antiquated? -- The data hairball -- II. Getting ready for big data marketing -- Definitions of the real world of big data marketing -- Meet the modern marketing department (Michelangelo meets Einstein) -- III. The five steps to data-driven marketing and big data insights -- Step one: get smart, get strategic -- Step two: tear down the silos -- Step three: untangle the data hairball -- Step four: make metrics your mantra -- Step five: process is the new black -- IV. Realizing the value of big data marketing -- Drive value through relevant marketing -- The bright, enlightened world of customer experience. |
| ISBN: | 978-1-118-73389-9 ; 978-1-118-73402-5 ; 978-1-118-73405-6 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013546837