Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

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Colin Strong Stuart Crawford-Browne

Humanizing Big Data

Marketing at the Meeting of Data, Social Science and Consumer Insight

Colin Strong, Stuart Crawford-Browne

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English

Kogan Page Ltd
03 March 2015

Business strategy; Market research; Customer services

Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line.

Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets.

By: Colin Strong, Stuart Crawford-Browne
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Dimensions: Height: 230mm, Width: 155mm, Spine: 15mm
Weight: 345g
ISBN: 9780749472115
ISBN 10: 0749472111
Pages: 224
Publication Date: 03 March 2015
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Colin Strong is a leading UK-based consumer researcher who has worked with a wide range of global brands to help shape their consumer strategies. Consumer data is an essential component of Colin's role, both in terms of using it to drive insight that was once the preserve of surveys and to advise on ways to shape new consumer brand relationships. Behavioural science runs throughout his research practice, not only to design experimental approaches, but also to guide data analytics. Colin is also a regular speaker at conferences and a contributor to publications and blogs including those of ESOMAR, the Market Research Society, The Huffington Post, Wired, AdMap and Market Leader.

Reviews for Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

[I]nvites readers to approach collecting Big Data with a more human-centered approach. ...The principles behind Humanizing Big Data can be implemented by a business of any size. After all, Big Data is everywhere: online, on social media, in CRMs, in email newsletter services, etc. The key is understanding how to use data that you have instead of the technology that you don't. --Charles Franklin Small Business Trends