ISBN-10:
1138837954
ISBN-13:
9781138837959
Pub. Date:
01/20/2016
Publisher:
Taylor & Francis
Creating Value with Big Data Analytics: Making Smarter Marketing Decisions / Edition 1

Creating Value with Big Data Analytics: Making Smarter Marketing Decisions / Edition 1

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Product Details

ISBN-13: 9781138837959
Publisher: Taylor & Francis
Publication date: 01/20/2016
Pages: 338
Product dimensions: 6.25(w) x 9.25(h) x 0.81(d)

About the Author

Peter C. Verhoef is Professor of Marketing at the Department of Marketing, Faculty of Economics and Business, University of Groningen, The Netherlands. He also holds a visiting professorship in Marketing at BI Norwegian Business School in Oslo.

Edwin Kooge is co-founder of Metrixlab Big Data Analytics, The Netherlands. He is a pragmatic data-analyst, a result focused consultant, and entrepreneur with more than 25 years’ experience in analytics.

Natasha Walk is co-founder of Metrixlab Big Data Analytics, The Netherlands. She is a data-hacker, analyst, and talent coach with more than 20 years of experience in applied analytics.

Table of Contents

1. Big Data Challenges 2. Creating Value using Big Data Analytics 2.1 Value to Customer Metrics 2.2 Value to Firm Metrics 3. Data, Data Everywhere 3.1 Data integration 3.2 Customer Privacy and Data Security 4. How Big Data is Changing Analytics 4.1. Classic Data Analytics 4.2. Big Data Analytics 4.3. Creating Impact with Storytelling and Visualization 5. Building Successful Big Data Capabilities 6. Every Business Has (Big) Data, Let’s Use It 7. Concluding Thoughts and Key-Learnings

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