Engaging Customers Using Big Data: How Marketing Analytics are Transforming Business

✍ Scribed by Arvind Sathi (auth.)

Publisher: Palgrave Macmillan US
Year: 2014
Tongue: English
Leaves: 220
Edition: 1
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.

✦ Table of Contents

Front Matter....Pages i-xiv
Introduction....Pages 1-17
Changing Winds....Pages 19-43
From Sample to Population....Pages 45-72
From Broadcast to Collaboration....Pages 73-105
From Silo’ed to Orchestrated Marketing....Pages 107-129
Technological Enablers....Pages 131-157
Changes to Marketing Ecosystem and Organization....Pages 159-181
Consumer Versus Corporate Marketing—Convergence or Divergence?....Pages 183-200
Back Matter....Pages 201-215

✦ Subjects

Marketing;Market Research/Competitive Intelligence;Big Data/Analytics;Economics, general

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