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Analytics and Dynamic Customer Strategy

Big Profits from Big Data

Wiley, J,
E-Book ( EPUB mit Adobe DRM )
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Key decisions determine the success of big data strategy
Dynamic Customer Strategy: Big Profits from Big Data is acomprehensive guide to exploiting big data for bothbusiness-to-consumer and business-to-business marketing. Thiscomplete guide provides a process for rigorous decision making innavigating the data-driven industry shift, informing marketingpractice, and aiding businesses in early adoption. Using data froma five-year study to illustrate important concepts and scenariosalong the way, the author speaks directly to marketing andoperations professionals who may not necessarily be big data savvy.With expert insight and clear analysis, the book helps eliminateparalysis-by-analysis and optimize decision making for marketingperformance.
Nearly seventy-five percent of marketers plan to adopt a bigdata analytics solution within two years, but many are likely tofail. Despite intensive planning, generous spending, and the bestintentions, these initiatives will not succeed without a manager atthe helm who is capable of handling the nuances of big dataprojects. This requires a new way of marketing, and a new approachto data. It means applying new models and metrics to brand newconsumer behaviors. Dynamic Customer Strategy clarifies thesituation, and highlights the key decisions that have the greatestimpact on a company's big data plan. Topics include:
* Applying the elements of Dynamic Customer Strategy
* Acquiring, mining, and analyzing data
* Metrics and models for big data utilization
* Shifting perspective from model to customer
Big data is a tremendous opportunity for marketers and may justbe the only factor that will allow marketers to keep pace with thechanging consumer and thus keep brands relevant at a time ofunprecedented choice. But like any tool, it must be wielded withskill and precision. Dynamic Customer Strategy: Big Profits fromBig Data helps marketers shape a strategy that works.


Titel: Analytics and Dynamic Customer Strategy
Autoren/Herausgeber: John F. Tanner
Ausgabe: 1. Auflage

ISBN/EAN: 9781118919774

Seitenzahl: 256
Produktform: E-Book
Sprache: Englisch

JOHN F. "JEFF" TANNER, JR.,PHD, is Professor of Marketing and the ExecutiveDirector of Baylor University's Business Collaboratory. Hiswork has appeared in the Journal of Marketing, Journal of theAcademy of Marketing Science, and the Journal of BusinessResearch. He has authored and coauthored 15 books. Tanner is aconsultant to companies such as IBM, Pearson-Prentice Hall,Cabela's, and the federal government. He serves on the boardof directors of several companies and nonprofits.

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