Engaging customers using big data : how marketing analytics are transforming business /
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| Author / Creator: | Sathi, Arvind, author. |
|---|---|
| Edition: | First edition. |
| Imprint: | New York, NY : Palgrave Macmillan, 2014. |
| Description: | xiv, 215 pages : illustrations ; 25 cm |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/10072883 |
Table of Contents:
- List of Illustrations
- Acknowledgments
- Chapter 1. Introduction
- Why This Book?
- Propositions
- Data Sources
- Audience
- Book Overview
- Chapter 2. Changing Winds
- Introduction
- Rise of Digital Society
- Connected Cars
- Ubiquitous Use of Mobile Platform
- Savvy Customers Discover Social Networking
- Crowdsourced Analytics Tools
- Monetization
- Private and Public Cloud
- Customer Preferences and Privacy Concerns
- So How Does It Impact Marketing?
- Chapter 3. From Sample to Population
- Introduction
- Census Data
- Social Media Data
- Location Data
- Product Usage Data
- Shopping Data
- Conversation Data
- Purchase Data
- Proposition
- Chapter 4. From Broadcast to Collaboration
- Introduction
- Personalized Customer / Product Research
- Online Advertising
- Multichannel Shopping
- Intelligent Campaigns
- Big-ticket Items and Auction / Negotiation Markets
- Games, Videos, Smartphones, and Tablets
- Crowdsourcing and Jams
- Endorsements and Viral Buzz
- Proposition
- Chapter 5. From SiloÆed to Orchestrated Marketing
- Introduction
- Customer Profile
- Entity Analytics
- Personal Privacy Preference Management
- Dynamic Pricing
- Orchestration for Context-based Advertising and Promotion
- Cross-channel Coordination
- Market Tests
- Proposition
- Chapter 6. Technological Enablers
- Introduction
- Velocity, Volume, Variety, and Veracity of Data
- Stream Computing to Address Velocity
- Analytics and Storage Engines on Massively Parallel Platforms for High-volume Processing
- High-variety Data Analysis
- Pattern Discovery
- Experiment Design and Adaptive Intelligence
- Customer Veracity and Identity Resolution
- Hybrid Solution Architectures
- Summary
- Chapter 7. Changes to Marketing Ecosystem and Organization
- Introduction
- How Does Big Data Change Media Planning and Marketing Research?
- Personalized Marketing Actions and the Changing Ecosystem for Advertising
- Marketing Orchestration and the Impact on Product Management
- Data Scientists-Where Do They Belong?
- Infrastructure, Data, or Analytics as a Service
- A New Role for Marketing Communications Departments
- Evolution versus Revolution
- Summary
- Chapter 8. Consumer versus Corporate Marketing-Convergence or Divergence?
- Introduction
- How Is Corporate Marketing Different from Consumer Marketing?
- Proposition 1. Big Data and Ability to Observe the Population
- Proposition 2. New Ways to Influence the Customer
- Proposition 3. Orchestration for Corporate Marketers
- Conclusions
- About the Author
- Notes
- Index
