Get the expert perspective and practical advice on big data
The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits 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.
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. 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. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications.
Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing
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 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 The Big Data-Driven Business provides the practical guidance businesses need.
By:
Russell Glass,
Sean Callahan
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Dimensions:
Height: 236mm,
Width: 164mm,
Spine: 22mm
Weight: 395g
ISBN: 9781118889800
ISBN 10: 1118889800
Pages: 224
Publication Date: 14 November 2014
Audience:
Professional and scholarly
,
Undergraduate
Format: Hardback
Publisher's Status: Active
Acknowledgments vii Introduction: Why We Wrote This Book, and How It Can Help You ix 1 Big Data, Big Benefits 1 2 The Evolution of the Customer-Focused, Data-Driven Business 15 3 The Evolution of the Buyer’s Journey, or How the Internet Killed the Three-Martini Lunch 25 4 The Marketing Stack—Why CMOs and CIOs Are Working Together 35 The Software in the Stack 48 5 How Technology Bridges the Gap between Marketing and Sales 55 Technology Brings Harmony between Sales and Marketing at DocuSign 62 How Bizo Used Data to Boost Marketing–Sales Alignment 64 6 Data and the Rise of Online Advertising 69 Early Uses of Audience Data 72 Early Marketing Analytics—Audience Auditing 73 The Rise of Internet Advertising 74 Ad Networks 75 Audience Platforms 75 Online Advertising Exchanges 76 Retargeted Display Ads 77 Social Media Advertising’s Powerful Leap Forward 78 How Marketers Are Putting Data on Display 79 7 Using Data to Better Understand Customers and Pursue Prospects 85 Netflix Flexes Its Data Muscle 88 SaaS and Its Powerful Window on the Customer 90 The Power of Predictive Lead Modeling 91 Data Isn’t Reserved for Dot-Coms 93 8 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department 97 9 Implementing a Big Data Plan (Sometimes by Thinking Small) 113 Eleven Principles to Follow When Bringing Big Data into Your Business 123 10 Measurement, Testing, and Attribution 133 Data and Measurement 136 Measuring the Power of Display Ads 138 Data and Testing 138 Data and Attribution 140 Attribution’s Big Day 144 11 Data Can Be a Matter of Corporate Life and Death 149 The Dead 155 Near-Death Experience 161 Culture Clash 162 Missed Opportunity 165 Whistling Past the Graveyard? 166 Schadenfreude? 167 12 Using Data Responsibly 169 Privacy and Online Advertising 173 Privacy and the Corporate Database 176 The Responsibility of Corporations 179 13 Big Data’s Big Future 183 How Cleversafe Harnessed the Power of Data 187 Key Trends Defining Big Data’s Future 188 The Human Touch Remains Essential 206 Index 209
RUSSELL GLASS 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. 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. 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. He’s passionate about family, Duke basketball, golf and just about anything in HD. SEAN CALLAHAN 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 New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine, Salon.com, and SI.com.
