| Description |
1 online resource : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Contents |
Cover; Contents; Introduction; Part I: The Customer, That (Un)known Quantity; 1.1 Don Draper Is Dead -- The Limits of Traditional Marketing; 1.2 Data Overload -- Six Lessons CRM Hype Has Taught Us; 1.3 The End of Intuition -- Lessons Learned from the Online World; Part II: Leveraging. Customer. Data.; 2.1 The Mosaic of the Market -- When We Know All the Customers, We Know the Market; 2.2 What Would Wal-Mart Do? Use Customer Data Intelligently to Grow Profitably; 2.3 Test the Test! Successfully Measuring Success; Part III: Data Makes Markets -- The Three Key Requirements. |
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3.1 Keeping Customers in Mind -- How Data-rich Companies Can Become Customer-focused Organizations 3.2 The New Creatives -- The Right Partners in the Data Marketing Cycle; 3.3 Privacy in the Age of Big Data; Index. |
| Summary |
Is it really possible for credit card companies to predict a divorce long before the couple in question know the end is nigh? Absolutely. All the information the companies need is already at their fingertips. The days of marketing professionals relying on 'gut feeling' are long gone, and intelligently analysed data streams make forecasting customer behaviour straightforward. As businesses all over the world fight hard and long for customer spend, it's the ones who transform data into smart data that will win the day, as data-crunch pioneers such as Google, Amazon and WalMart have shown. Written by a team of experienced marketing experts this enlightening book describes the revolutionary change in the marketing environment in recent years, provides fascinating case studies and gives indispensable advice on smart use of customer data. It is an essential read not only for every marketing professional but everyone wondering what happens to their personal information once it's 'out there'.-- Publisher description. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Database marketing.
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Database marketing. |
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Marketing -- Decision making.
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Marketing -- Decision making. |
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Marketing -- Management.
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Marketing -- Management. |
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Marketing research.
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Marketing research. |
| Genre/Form |
Electronic books.
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Electronic books.
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| Added Author |
Luck, Lars.
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Ramge, Thomas, 1971-
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Tobler, Stefan, 1974-
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| Added Title |
Data unser. English
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| Other Form: |
Print version: Bloching, Björn. Data unser. English. In data we trust. London ; New York : Bloomsbury, 2012 9781408179512 (OCoLC)792747630 |
| ISBN |
9781408179536 electronic book |
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1408179539 electronic book |
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9781408179529 electronic book |
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1408179520 electronic book |
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9781408179512 |
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