Overview

Leverage big data insights to improve customer experiences and insure business successMany of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.

Full Product Details

Author:   Lisa Arthur
Publisher:   John Wiley & Sons Inc
Imprint:   John Wiley & Sons Inc
ISBN:  

9781118734056

ISBN 10:   111873405
Pages:   208
Publication Date:   27 September 2013
Audience:   General/trade ,  General
Format:   Electronic book text
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

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

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Author Information

LISA ARTHUR is the Chief Marketing Officer for TeradataApplications, an integrated marketing software company. TeradataApplications provides consumer (B2C) and business-to-business (B2B)marketers with software applications and consulting to helpnavigate change. As the Chief Marketing Officer for TeradataApplications, Lisa serves as an industry thought leader drivingIntegrated Marketing Management (IMM) applications for TeradataCorporation (NYSE: TDC), the world's leading analytic datasolutions company, focused on integrated data warehousing, big dataanalytics, and business applications. In her role, Arthur drivesglobal business, market, and brand strategy and meets withthousands of CMOs and marketing professionals annually throughpublic speaking and events.

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