Big Data Marketing: Engage Your Customers More Effectively and Drive Value

Abstract

Foreword Thomas H. Davenport ix Acknowledgments xiii Introduction 1 I The Problem: How Did We Get Here? 3 1 Moving Out of the Dark Ages 5 2 Why Is Marketing Antiquated? 15 3 The Data Hairball 27 II Get Ready for Big Data Marketing 39 4 Definitions for the Real World of Big Data Marketing 41 5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51 III The Five Steps to Data-Driven Marketing and Big Data Insights 67 6 Step One: Get Smart, Get Strategic 69 7 Step Two: Tear Down the Silos 85 8 Step Three: Untangle the Data Hairball 99 9 Step Four: Make Metrics Your Mantra 113 10 Step Five: Process Is the New Black 131 IV Realizing the Value of Big Data Marketing 147 11 Drive Value through Relevant Marketing 149 12 The Bright, Enlightened World of Customer Experience 167 Notes 177 Resources 183 About the Author 185 Index 187

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 40 citations exist upstream.