Humanizing big data : marketing at the meeting of data, social science and consumer insight /
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| Author / Creator: | Strong, Colin (Business writer) |
|---|---|
| Imprint: | London ; Philadelphia : Kogan Page, 2015. |
| Description: | 1 online resource. |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/10139174 |
Table of Contents:
- Machine generated contents note: Preface
- Acknowledgements 01 This changes everything
- The breadth and depth of datafication
- What is data?
- Defining big data
- Qualities of big data
- This book
- NotesPart One Current thinking 02 Is there a view from nowhere?
- Who are you talking to?
- Sources of bias in samples
- The upsides of sampling
- Bigger samples are not always better
- Big data and sampling
- Concluding thoughts
- Notes03 Choose your weapons
- The perils of vanity metrics
- Thinking about thinking: defi ning the questions
- Frameworks to help select metrics
- Tracking your metrics
- From good data to good decisions
- Concluding thoughts
- Notes04 Perils and pitfalls
- Dangers of reading data: the pitfalls of correlations
- Dangers of reading data: the frailties of human judgement
- The pitfalls of storytelling
- Mixing up narrative and causality
- Is theory important?
- Concluding thoughts
- Notes05 The power of prediction
- The growth of data available for prediction
- How good is our ability to predict?
- Understanding the limitations of prediction
- Why some things are easier to predict than other: complex vs simple systems
- The influence of social effects on system complexity
- Building models to make predictions
- Learning to live with uncertainty: the strategy paradox
- Concluding thoughts
- Notes06 The advertisers' dilemma
- Online advertising metrics
- Advertising fraud
- Psychology of online advertising
- Concluding thoughts
- NotesPart Two Smart thinking 07 Reading minds
- The value of linking data sets
- Knowing your customers
- Understanding who we are from our digital exhaust
- New dimensions
- The evolution of segmentation
- Concluding thoughts
- Notes08 The ties that bind
- Why making choices can be so difficult
- Simplifying decision-making
- The role of influence and 'influencers'
- Identifying network effects
- The implications of networks for marketing
- Exploring the importance of social relationships
- Concluding thoughts
- Notes09 Culture shift
- Seeing the world in new ways
- Deconstructing cultural trends
- Exploring the lifecycle of ideas through cultural analytics
- From verbal to visual: the importance of images
- Analysing cultural trends from images
- Concluding thoughts
- Notes10 Bright ideas
- So what do we need to do?
- Developing organization-wide networks of experts
- Using external networks
- Over-ambition?
- Nurturing ideas
- Concluding thoughts
- NotesPart Three Consumer thinking 11 Off limits?
- How people think about data sharing
- Limits to data-mediated relationships
- A model for thinking about data-mediated relationships
- Overstepping data-based relationships 1
- Looking beyond the data
- Concluding thoughts
- Notes12 Getting personal
- History of self-tracking
- A changing personal data landscape
- The relationship between data ownership and empowerment
- The pitfalls of personal analytics
- Potential solutions for empowerment
- Concluding thoughts
- Notes13 Privacy paradox
- Teenagers and privacy
- The pros and cons of data disclosure
- The behavioural economics of privacy
- Brand challenges
- Trust frameworks and transparency
- The trend towards transparency
- But does transparency work?
- So what should brands do?
- Concluding thoughts
- NotesFinal thoughts
- Index .