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Engaging Customers Using Big Data

How Marketing Analytics Are Transforming Business

Medium: Buch
ISBN: 978-1-137-38618-2
Verlag: Palgrave MacMillan Us
Erscheinungstermin: 30.07.2014
Lieferfrist: bis zu 10 Tage

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.


Produkteigenschaften


  • Artikelnummer: 9781137386182
  • Medium: Buch
  • ISBN: 978-1-137-38618-2
  • Verlag: Palgrave MacMillan Us
  • Erscheinungstermin: 30.07.2014
  • Sprache(n): Englisch
  • Auflage: 2014. Auflage 2014
  • Produktform: Gebunden
  • Gewicht: 399 g
  • Seiten: 215
  • Format (B x H x T): 155 x 231 x 25 mm
  • Ausgabetyp: Kein, Unbekannt
Autoren/Hrsg.

Autoren

Foreword PART I: INTRODUCTION
1. Why this Book? 2. Data Sources 3. Audience 4. Book Overview PART II: DISRUPTIVE FORCES
5. Introduction 6. Social Media and the Empowered Customer 7. Emergence of Big Data 8. Advanced Analytics 9. Public and Private Clouds and the Data Bazaar 10. Summary PART III: PIONEERS
11. Introduction 12. Consumer Research 13. Advertising 14. Promotions 15. Shopper Tracking 16. Order Tracking 17. Summary PART IV: PROPOSITION 1 - BIG DATA MEANS A LOT MORE OBSERVATIONS
18. Introduction 19. Data 20. Analytics 21. Change with Big Data 22. Summary PART V: PROPOSITION 2 - AUTOMATION AND SOCIAL MEDIA
23. Listening 24. Conversations 25. Participation in Games 26. Endorsements 27. Ambassadors and Advisors 28. Summary PART VI: PROPOSITION 3 - PERSONALIZED MARKETING
29. Introduction 30. Micro Segmentation 31. Directed Communication 32. Privacy Management 33. Single Customer View 34. Cross Channel Management 35. Organizational Implications 36. Summary PART VII: TECHNOLOGICAL ENABLERS
37. Introduction 38. Unstructured Data Analysis 39. Pattern Discovery 40. Experiment Design 41. Customer Identity Resolution 42. Real-time Bidding 43. Summary PART VIII: SKILLS REQUIREMENTS - DATA SCIENTISTS AND DATA ENGINEERS
44. Introduction 45. Data Warehouse and Business Intelligence Skills 46. Data Scientist 47. Data Engineer 48. Analytics as a Service 49. Evolution vs. Revolution 50. Summary PART IX: WHERE ARE WE HEADED? 51. Introduction 52. What did we cover? 53. What is the impact? 54. How can we get ready for the changes? 55. Conclusions