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Big Data Marketing: Engage Your Customers More Effectively and Drive Value

( 5 )

Overview

PRAISE FOR BIG DATA MARKETING

"There is both an organizational and an individual imperative for reading this book, internalizing its lessons, and continuing the pursuit of data-driven marketing."
From the Foreword by TOM DAVENPORT, Visiting Professor at Harvard Business School, Distinguished Professor at Babson College, Director of Research at the International Institute for Analytics, and Senior Advisor to Deloitte Analytics.

"Lisa Arthur has been an excellent CMO for a long ...

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Overview

PRAISE FOR BIG DATA MARKETING

"There is both an organizational and an individual imperative for reading this book, internalizing its lessons, and continuing the pursuit of data-driven marketing."
From the Foreword by TOM DAVENPORT, Visiting Professor at Harvard Business School, Distinguished Professor at Babson College, Director of Research at the International Institute for Analytics, and Senior Advisor to Deloitte Analytics.

"Lisa Arthur has been an excellent CMO for a long time. Which is why if you're in marketing or in technology or like to read, this is a book you can't miss. She takes a difficult subject— big data—and not only explains it in terms that you can understand, but gives you a practical guide to using big data to gain insights that are valuable to marketers in any area of business. So, stop reading the back cover (and the inside cover) and buy this book and read it cover-to-cover. It is SO worth it."
PAUL GREENBERG, author, CRM at the Speed of Light, Fourth Edition, CRM magazine, CRM Hall of Fame Honoree, and ZDNet blogger.

"Big Data Marketing is a must-read for any business professional who works in or with marketing and is interested in improving its impact through either internal or external initiatives."
RANJAY GULATI, Jaime and Josefina Chua Tiampo Professor of Business Administration; Unit Head, Organizational Behavior; Chair, Advanced Management Program, Harvard Business School

"As a former marketing executive, I understand how important the customer experience is. Big Data Marketing, written by CMO Lisa Arthur, gives the C-Suite and their teams a roadmap and examples of how marketing can use that for their companies to leverage better data, improve go-to-market approaches, and ultimately engage customers more effectively."
PORTER GALE, former VP of Marketing of Virgin America, author of Your Network Is Your Net Worth

"Lisa's unbridled passion for her customers and for marketing done right shines through as she makes a cogent argument for the best ways to apply big data to marketing challenges. Lisa doesn't just preach the importance of big data, she illustrates sound principles with solid case studies and examples. A must-read for today's marketing professional."
DR. JEFF TANNER; PHD, Professor of Marketing and Director, Baylor Business Research Collaborative, Hankamer School of Business, Baylor University.

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  • Big Data Marketing
    Big Data Marketing  

Product Details

  • ISBN-13: 9781118733899
  • Publisher: Wiley
  • Publication date: 10/14/2013
  • Edition number: 1
  • Pages: 208
  • Sales rank: 327,944
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

LISA ARTHUR is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world's leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events.

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Table of Contents

Foreword Thomas H. Davenport ix

Acknowledgments xiii

Introduction 1

I The Problem: How Did We Get Here? 3

1 Moving Out of the Dark Ages 5

2 Why Is Marketing Antiquated? 15

3 The Data Hairball 27

II Get Ready for Big Data Marketing 39

4 Definitions for the Real World of Big Data Marketing 41

5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51

III The Five Steps to Data-Driven Marketing and Big Data Insights 67

6 Step One: Get Smart, Get Strategic 69

7 Step Two: Tear Down the Silos 85

8 Step Three: Untangle the Data Hairball 99

9 Step Four: Make Metrics Your Mantra 113

10 Step Five: Process Is the New Black 131

IV Realizing the Value of Big Data Marketing 147

11 Drive Value through Relevant Marketing 149

12 The Bright, Enlightened World of Customer Experience 167

Notes 177

Resources 183

About the Author 185

Index 187

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Customer Reviews

Average Rating 4.5
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Sort by: Showing all of 5 Customer Reviews
  • Anonymous

    Posted January 4, 2014

    As an experienced marketer with many Public as well as private s

    As an experienced marketer with many Public as well as private start-ups, I have experienced grand successes and devastating failures.
    The keys to the kingdom of true success lie in engaging customers in a way that inspires and delights them to loyalty. Of course, this drives revenue and value, but how to accomplish this in an age of information overload?
    "Big Data Marketing" motivates me as a continuing student of marketing to pursue a new skill set by acquiring some IT expertise.
    In the meantime, my impression of this text is that the recommendations are not only sound, but clearly understood.
    The "Do's and Don'ts" sections and step-by-step approach to data-driven marketing are easily digestible.
    The key point of collaboration across the enterprise is not to be underestimated.
    Don't buy 1 copy of this text: buy 5 and give them to your counterparts in other departments!
    The revelation of hiring marketing staff with IT experience and hiring IT staff with marketing experience is brilliant. I will keep this in mind for my next job search and for the hiring of additional staff members.
    I am left with the thoughts of: Get Real. Collaborate. Align to Customer. Communicate. Accelerate. Win.
    The vision of big data marketing as an ally to help us do beautiful, helpful things is attainable, and this text provides a starting point to turn that vision into reality.

    4 out of 4 people found this review helpful.

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  • Anonymous

    Posted January 20, 2014

    As a marketing professional, I found Big Data Marketing extremel

    As a marketing professional, I found Big Data Marketing extremely instructive for utilizing and maximizing the deluge of more and more customer data - what the author calls the "data hairball".

    This book clearly outlines how to leverage customer data into integrated marketing programs.
    Even more, it shows how to manage the data across today's organizational structures.

    Of special interest was the authors insights on creating a responsive, data-savvy marketing department and the importance of collaboration between marketing and IT to maximize data driven marketing -- resulting in high value metrics.

    This is a relevant and important resource for both marketing and Data/IT professionals.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted February 22, 2014

    Lisa does an outstanding job, well-written and easy to follow; B

    Lisa does an outstanding job, well-written and easy to follow; Big Data Marketing is a must-read for all marketers.
    I love The "Do's and Don'ts" sections, clear explanation with lots of examples.
    I highly recommend this book.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted February 9, 2014

    Lisa's book is brilliant! She is on the cutting edge of today's

    Lisa's book is brilliant! She is on the cutting edge of today's marketing needs for businesses. Because of her book I will be incorporating new customer interaction strategies and compelling personalized experiences into my business strategy and next website redesign. I even created an idea map of all the takeaways I had from this book.

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  • Anonymous

    Posted March 19, 2014

    No text was provided for this review.

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