{"product_id":"the-big-data-driven-business-how-to-use-big-data-to-win-customers-beat-competitors-and-boost-profits-hardback-9781118889800","title":"The Big Data-Driven Business; How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits (Hardback) 9781118889800","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Big Data-Driven Business\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow to Use Big Data to Win Customers, Beat Competitors, and Boost Profits\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eRussell Glass (Author), Sean Callahan (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118889800, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 20 January 2015\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages\u003cbr\u003e23.6 x 16.4 x 2.2 cm, 0.395 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eGet the expert perspective and practical advice on big data\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits\u003c\/i\u003e makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data.\u003c\/p\u003e \u003cp\u003eThe marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. \u003ci\u003eThe Big Data-Driven Business\u003c\/i\u003e is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLearn what big data is, and how it will transform the enterprise\u003c\/li\u003e \u003cli\u003eExplore why major corporations are betting their companies on marketing technology\u003c\/li\u003e \u003cli\u003eRead case studies of big data winners and losers\u003c\/li\u003e \u003cli\u003eDiscover how to change privacy and security, and remodel marketing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBetter information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and \u003ci\u003eThe Big Data-Driven Business\u003c\/i\u003e provides the practical guidance businesses need.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eAcknowledgments vii \u003cp\u003eIntroduction: Why We Wrote This Book, and How It Can Help You ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Big Data, Big Benefits 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Evolution of the Customer-Focused, Data-Driven Business 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Evolution of the Buyer’s Journey, or How the Internet Killed the Three-Martini Lunch 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Marketing Stack—Why CMOs and CIOs Are Working Together 35\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Software in the Stack 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 How Technology Bridges the Gap between Marketing and Sales 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTechnology Brings Harmony between Sales and Marketing at DocuSign 62\u003c\/p\u003e \u003cp\u003eHow Bizo Used Data to Boost Marketing–Sales Alignment 64\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Data and the Rise of Online Advertising 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEarly Uses of Audience Data 72\u003c\/p\u003e \u003cp\u003eEarly Marketing Analytics—Audience Auditing 73\u003c\/p\u003e \u003cp\u003eThe Rise of Internet Advertising 74\u003c\/p\u003e \u003cp\u003eAd Networks 75\u003c\/p\u003e \u003cp\u003eAudience Platforms 75\u003c\/p\u003e \u003cp\u003eOnline Advertising Exchanges 76\u003c\/p\u003e \u003cp\u003eRetargeted Display Ads 77\u003c\/p\u003e \u003cp\u003eSocial Media Advertising’s Powerful Leap Forward 78\u003c\/p\u003e \u003cp\u003eHow Marketers Are Putting Data on Display 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Using Data to Better Understand Customers and Pursue Prospects 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNetflix Flexes Its Data Muscle 88\u003c\/p\u003e \u003cp\u003eSaaS and Its Powerful Window on the Customer 90\u003c\/p\u003e \u003cp\u003eThe Power of Predictive Lead Modeling 91\u003c\/p\u003e \u003cp\u003eData Isn’t Reserved for Dot-Coms 93\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Implementing a Big Data Plan (Sometimes by Thinking Small) 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEleven Principles to Follow When Bringing Big Data into Your Business 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Measurement, Testing, and Attribution 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eData and Measurement 136\u003c\/p\u003e \u003cp\u003eMeasuring the Power of Display Ads 138\u003c\/p\u003e \u003cp\u003eData and Testing 138\u003c\/p\u003e \u003cp\u003eData and Attribution 140\u003c\/p\u003e \u003cp\u003eAttribution’s Big Day 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Data Can Be a Matter of Corporate Life and Death 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Dead 155\u003c\/p\u003e \u003cp\u003eNear-Death Experience 161\u003c\/p\u003e \u003cp\u003eCulture Clash 162\u003c\/p\u003e \u003cp\u003eMissed Opportunity 165\u003c\/p\u003e \u003cp\u003eWhistling Past the Graveyard? 166\u003c\/p\u003e \u003cp\u003eSchadenfreude? 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Using Data Responsibly 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrivacy and Online Advertising 173\u003c\/p\u003e \u003cp\u003ePrivacy and the Corporate Database 176\u003c\/p\u003e \u003cp\u003eThe Responsibility of Corporations 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Big Data’s Big Future 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Cleversafe Harnessed the Power of Data 187\u003c\/p\u003e \u003cp\u003eKey Trends Defining Big Data’s Future 188\u003c\/p\u003e \u003cp\u003eThe Human Touch Remains Essential 206\u003c\/p\u003e \u003cp\u003eIndex 209\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52475078181144,"sku":"9781118889800","price":19.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118889800_281195.jpg?v=1785804246","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-big-data-driven-business-how-to-use-big-data-to-win-customers-beat-competitors-and-boost-profits-hardback-9781118889800","provider":"Freshly Printed Books","version":"1.0","type":"link"}