{"product_id":"big-data-marketing-isbn-9781118733899","title":"Big Data Marketing","description":"\u003cb\u003eLeverage big data insights to improve customer experiences and insure business success\u003c\/b\u003e \u003cp\u003eMany 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. \u003ci\u003eBig Data Marketing\u003c\/i\u003e 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, \u003ci\u003eBig Data Marketing\u003c\/i\u003e will help you discover the remedy offered by data-driven marketing.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExplains how marketers can use data to learn what they need to know\u003c\/li\u003e \u003cli\u003eDetails strategies to drive marketing relevance and Return On Marketing Investment (ROMI)\u003c\/li\u003e \u003cli\u003eProvides a five-step approach in the journey to a more data-driven marketing organization\u003c\/li\u003e \u003cli\u003eAuthor 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\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBig Data Marketing\u003c\/i\u003e reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.\u003c\/p\u003e \u003cp\u003eForeword Thomas H. Davenport ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI The Problem: How Did We Get Here? 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Moving Out of the Dark Ages 5\u003c\/p\u003e \u003cp\u003e2 Why Is Marketing Antiquated? 15\u003c\/p\u003e \u003cp\u003e3 The Data Hairball 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Get Ready for Big Data Marketing 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 Definitions for the Real World of Big Data Marketing 41\u003c\/p\u003e \u003cp\u003e5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII The Five Steps to Data-Driven Marketing and Big Data Insights 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6 Step One: Get Smart, Get Strategic 69\u003c\/p\u003e \u003cp\u003e7 Step Two: Tear Down the Silos 85\u003c\/p\u003e \u003cp\u003e8 Step Three: Untangle the Data Hairball 99\u003c\/p\u003e \u003cp\u003e9 Step Four: Make Metrics Your Mantra 113\u003c\/p\u003e \u003cp\u003e10 Step Five: Process Is the New Black 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Realizing the Value of Big Data Marketing 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 Drive Value through Relevant Marketing 149\u003c\/p\u003e \u003cp\u003e12 The Bright, Enlightened World of Customer Experience 167\u003c\/p\u003e \u003cp\u003eNotes 177\u003c\/p\u003e \u003cp\u003eResources 183\u003c\/p\u003e \u003cp\u003eAbout the Author 185\u003c\/p\u003e \u003cp\u003eIndex 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eLISA ARTHUR\u003c\/b\u003e is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world’s leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events. \u003c\/p\u003e  \u003cp\u003eMany 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. Meanwhile, valuable information about consumer preferences continues to accumulate and overwhelm decision makers. It’s time to tame the beast named Big Data.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBig Data Marketing\u003c\/i\u003e 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, \u003ci\u003eBig Data Marketing\u003c\/i\u003e will help you discover the remedy offered by data-driven marketing with a five-step plan for tackling big data insights. \u003c\/p\u003e\u003cp\u003e You’ll discover: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eHow marketers can use data to learn what they need to know\u003c\/li\u003e \u003cli\u003eHow to make metrics your mantra\u003c\/li\u003e \u003cli\u003eThe five fundamental components of a successful strategy\u003c\/li\u003e \u003cli\u003eStrategies to drive marketing relevance and Return On Marketing Investment (ROMI)\u003c\/li\u003e \u003cli\u003eApproaches to managing marketing spend—a company’s largest variable expenditure\u003c\/li\u003e \u003cli\u003eHow to drive value through relevant marketing\u003c\/li\u003e \u003cli\u003eProven ways to elevate customer experiences\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e Learn how to better understand the market and advance your overall strategy and marketing techniques. \u003ci\u003eBig Data Marketing\u003c\/i\u003e reveals patterns in your customers’ behavior and proven ways to elevate customer experiences. Leverage these insights to ensure your business’s success.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988810547429,"sku":"NP9781118733899","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118733899.jpg?v=1761781682","url":"https:\/\/k12savings.com\/products\/big-data-marketing-isbn-9781118733899","provider":"K12savings","version":"1.0","type":"link"}