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05538aam a2200409 i 4500 001 C91C027E6B5511E69AFE1DDBDAD10320 003 SILO 005 20160826010517 008 140320s2014 nyu b 001 0 eng 010 $a 2014000959 020 $a 1137386185 (hardback) 020 $a 9781137386182 (hardback) 035 $a (OCoLC)871331677 040 $a DLC $b eng $e rda $c DLC $d YDX $d BTCTA $d UKMGB $d YDXCP $d LTSCA $d IUL $d OCLCF $d CHVBK $d YUS $d SILO 050 00 $a HF5415.13 S273 2014 100 1 $a Sathi, Arvind. 245 10 $a Engaging customers using big data : $b how marketing analytics are transforming business / $c Arvind Sathi. 264 1 $a New York, NY : $b Palgrave Macmillan, $c 2014. 300 $a xiv, 215 pages ; $c 25 cm 504 $a Includes bibliographical references (pages 203-212) and index. 520 $a "Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. This book shows marketers today how to seek small samples from their customers to observe their behavior, predict changes, and act using a series of unconnected business actions. Big Data has changed the game completely--we can connect with customers, record every click on the web, watch every step in the store, and listen to all public conversations. Unlike today's environment, where marketers broadcast across a set of customer segments, we can now personalize our communications to each customer based on their current predisposition to the products being sold. The book makes three major propositions: 1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior. 2. 520 $9 $a Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools. 3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before. These changes have tremendous impact on our marketing processes and capabilities. 520 $9 $a In the first half of the book, using a series of examples from big data pioneers, such as PF Chang's, Best Buy, Google, and IBM, Sathi describes how each marketing function is undergoing fundamental changes: how personalized advertising is delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention; how customer behaviors are collected from a variety of sources across many industries and examined to identify micro segments; and how online and physical stores collaborate to provide a unified shopping experience and deliver product information. The second half of the book examines the tools and techniques for marketing science in support of these capabilities including statistical techniques, qualitative reasoning, and real-time pattern detection, to name a few. Based on these changes, the book prescribes the changes needed to update our skill and tools for Marketing Analytics. "-- 520 $9 $c Provided by publisher. 520 $a "Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. Marketers today seek small samples from their customers to observe their behavior, predict changes and act using a series of unconnected business actions. Big Data has changed the game completely. We can connect with the customers, record every click on the web, watch every step in the store and listen to all the public conversations. Unlike today's environment, where marketers broadcasted across a set of customer segments, we can now personalize the communications to each customer based on their current predisposition to the products being sold. The book makes three major propositions: 1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior. 2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools. 3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before. These changes have tremendous impact on our marketing processes and capabilities"-- $c Provided by publisher. 505 0 $a Chapter 1. Introduction -- Chapter 2. Charing winds -- Chapter 3. From sample to population -- Chapter 4. From broadcast to collaboration -- Chapter 5. From silo'ed to orchestrated marketing -- Chapter 6. Technological enablers -- Chapter 7. Changes to marketing ecosystem and organization -- chapter 8. Consumer versus corporate marketing: convergence or divergence? 650 0 $a Marketing $x Management. 650 0 $a Marketing $x Data processing. 650 0 $a Internet marketing. 650 0 $a Consumer behavior. 650 0 $a Marketing research. 650 0 $a Big data. 856 42 $3 Cover image $u http://www.netread.com/jcusers2/bk1388/182/9781137386182/image/lgcover.9781137386182.jpg 941 $a 1 952 $l USUX851 $d 20160826101652.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=C91C027E6B5511E69AFE1DDBDAD10320 994 $a C0 $b IWAInitiate Another SILO Locator Search