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Big data marketing : engage your cus...

Arthur, Lisa

Big data marketing : engage your customers more effectively and drive value

紀錄類型:	書目-語言資料,印刷品 : 單行本
副題名:	engage your customers more effectively and drive value
作者:	ArthurLisa,
出版地:	Hoboken, New Jersey
出版者:	Wiley;
出版年:	c2013
面頁冊數:	xiv, 192 p.ill. : 24 cm.;
標題:	Marketing - Management -
標題:	Marketing - Data processing -
標題:	Marketing research - Statistical methods -
標題:	Internet marketing -
ISBN:	9781118733899
內容註:	I. The problem: how did we get here? -- Moving out of the Dark Ages -- Why is marketing antiquated? -- The data hairball -- II. Getting ready for big data marketing -- Definitions of the real world of big data marketing -- Meet the modern marketing department (Michelangelo meets Einstein) -- III. The five steps to data-driven marketing and big data insights -- Step one: get smart, get strategic -- Step two: tear down the silos -- Step three: untangle the data hairball -- Step four: make metrics your mantra -- Step five: process is the new black -- IV. Realizing the value of big data marketing -- Drive value through relevant marketing -- The bright, enlightened world of customer experience

Big data marketing : engage your customers more effectively and drive value
Arthur, Lisa

Big data marketing : engage your customers more effectively and drive value / Lisa Arthur - Hoboken, New Jersey : Wiley, c2013. - xiv, 192 p. ; ill. ; 24 cm..
I. The problem: how did we get here? -- Moving out of the Dark Ages -- Why is marketing antiquated? -- The data hairball -- II. Getting ready for big data marketing -- Definitions of the real world of big data marketing -- Meet the modern marketing department (Michelangelo meets Einstein) -- III. The five steps to data-driven marketing and big data insights -- Step one: get smart, get strategic -- Step two: tear down the silos -- Step three: untangle the data hairball -- Step four: make metrics your mantra -- Step five: process is the new black -- IV. Realizing the value of big data marketing -- Drive value through relevant marketing -- The bright, enlightened world of customer experience.
Includes bibliographical references (p. 177-184) and index.
ISBN 9781118733899ISBN 1118733894ISBN 978118734025ISBN 978118734056
MarketingMarketingMarketing researchInternet marketing -- Management -- Data processing -- Statistical methods

Big data marketing : engage your customers more effectively and drive value
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