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Engaging Customers Using Big Data: How Marketing Analytics Are Transforming Business

Год выпуска: 2014-07-30
Автор: Arvind Sathi

Synopses & Reviews

Publisher Comments

Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. This book shows marketers today how to seek small samples from their customers to observe their behavior, predict changes, and act using a series of unconnected business actions. Big Data has changed the game completelywe can connect with customers, record every click on the web, watch every step in the store, and listen to all public conversations. Unlike today's environment, where marketers broadcast across a set of customer segments, we can now personalize our communications to each customer based on their current predisposition to the products being sold.

The book makes three major propositions:

1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior.

2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools.

3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before.

These changes have tremendous impact on our marketing processes and capabilities. In the first half of the book, using a series of examples from big data pioneers, such as PF Chang's, Best Buy, Google, and IBM, Sathi describes how each marketing function is undergoing fundamental changes:how personalized advertising is delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention;how customer behaviors are collected from a variety of sources across many industries and examined to identify micro segments; and how online and physical stores collaborate to provide a unified shopping experience and deliver product information. The second half of the book examines the tools and techniques for marketing science in support of these capabilities including statistical techniques, qualitative reasoning, and real-time pattern detection, to name a few. Based on these changes, the book prescribes the changes needed to update our skill and tools for Marketing Analytics.


About the Author

Dr. Arvind Sathi is the World Wide Communication Sector Architect for Big Data at IBM. Dr. Sathi received his Ph.D. in Business Administration from Carnegie Mellon University and worked under Nobel Prize winner Dr. Herbert A. Simon. Dr. Sathi is a seasoned professional with more than 20 years of leadership in Information Management architecture and delivery. His primary focus has been in creating visions and roadmaps for Advanced Analytics at leading IBM clients in Telecommunications, Media and Entertainment, and Energy and Utilities organizations, worldwide. He has conducted a number of workshops on Big Data assessment and roadmap development.

Prior to joining IBM, Dr. Sathi was the pioneer in developing knowledge-based solutions for CRM at Carnegie Group. At BearingPoint, he led the development of Enterprise Integration, MDM, and Operations Support Systems/Business Support Systems (OSS/BSS) solutions for the communications market and also developed horizontal solutions for communications, financial services, and public services. At IBM, Dr. Sathi has led several Information Management programs in MDM, data security, business intelligence, advanced analytics, big data and related areas and has provided strategic architecture oversight to IBM's strategic accounts. He has also delivered a number of workshops and presentations at industry conferences on technical subjects including MDM and data architecture, and he holds two patents in data masking. His first book 'Customer Experience Analytics' was released by MC Press in October 2011 and the second book 'Big Data Analytics' was released in October 2012. He has also been a contributing author in a number of Data Governance books written by Sunil Soares.


Table of Contents

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



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