{"product_id":"the-big-data-driven-business-isbn-9781118889800","title":"The Big Data-Driven Business","description":"\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 Acknowledgments 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 \u003cp\u003e\u003cb\u003eRUSSELL GLASS\u003c\/b\u003e is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014. \u003c\/p\u003e\u003cp\u003e During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company. \u003c\/p\u003e\u003cp\u003e Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles. \u003c\/p\u003e\u003cp\u003e He’s passionate about family, Duke basketball, golf and just about anything in HD.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eSEAN CALLAHAN\u003c\/b\u003e is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the \u003ci\u003eNew York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine\u003c\/i\u003e, Salon.com, and SI.com. \u003c\/p\u003e  \u003cp\u003eEvery corporation in the world is using big data to some degree. The winners in today’s data-driven environment create cultures that embrace big data in order to outshine the competition. \u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Big Data-Driven Business\u003c\/i\u003e shows what it takes to create a thriving business culture that has intense focus on the customer by analyzing data, by being open to the truths it reveals, and by having the guts to act on those conclusions in order to prevail in the marketplace. The benefits of big data are available to any company, any size, in any industry. In this vital resource, Russell Glass and Sean Callahan offer real-world examples that act as an invaluable guide to establish a system that gathers and analyzes the data being generated by customers for delivering insights and revealing opportunities that can’t be realized any other way. Once an effective big data system is established, competitive advantage and outsized shareholder value are bound to follow. \u003c\/p\u003e\u003cp\u003e The 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. Filled with compelling real-world examples, \u003ci\u003eThe Big Data-Driven Business\u003c\/i\u003e clearly demonstrates how leading marketers embrace software platforms that include marketing automation software, customer relationship management systems, data management platforms, and analytics tools to help make sense of customer behavior. The most effective strategy ties together the elements of this software, which is known as the marketing stack. With this insight about the target market, not only can the marketing team serve relevant messages to the right people at the right time, it can also anticipate their needs and perhaps even create the products their customer base didn’t even know it wanted. \u003c\/p\u003e\u003cp\u003e Better 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 a necessity for businesses that want to thrive. 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","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990166880485,"sku":"NP9781118889800","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118889800.jpg?v=1761786759","url":"https:\/\/k12savings.com\/products\/the-big-data-driven-business-isbn-9781118889800","provider":"K12savings","version":"1.0","type":"link"}