Leverage big data insights to improve customer experiences and insure business success
Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing.
- Explains how marketers can use data to learn what they need to know
- Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI)
- Provides a five-step approach in the journey to a more data-driven marketing organization
- Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events
Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
|Product dimensions:||6.20(w) x 9.10(h) x 0.80(d)|
About the Author
LISA ARTHUR is the Chief Marketing Officer for TeradataApplications, an integrated marketing software company. TeradataApplications provides consumer (B2C) and business-to-business (B2B)marketers with software applications and consulting to helpnavigate change. As the Chief Marketing Officer for TeradataApplications, Lisa serves as an industry thought leader drivingIntegrated Marketing Management (IMM) applications for TeradataCorporation (NYSE: TDC), the world's leading analytic datasolutions company, focused on integrated data warehousing, big dataanalytics, and business applications. In her role, Arthur drivesglobal business, market, and brand strategy and meets withthousands of CMOs and marketing professionals annually throughpublic speaking and events.
Table of Contents
Foreword Thomas H. Davenport ix
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
About the Author 185
Most Helpful Customer Reviews
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.
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.
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.
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.