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008 150224t20152015enk ob 001 0 eng d
016 7 017099895|2Uk
019 913971909
020 9780749472122|q(electronic book)
020 074947212X|q(electronic book)
020 |z9780749472115|q(paperback)
020 |z0749472111|q(paperback)
035 (OCoLC)903931145|z(OCoLC)913971909
037 C208E8C6-7259-405B-96A2-1FF037B1C1EF|bOverDrive, Inc.
|nhttp://www.overdrive.com
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049 RIDW
050 4 HF5415.125|b.S766 2015eb
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090 HF5415.125|b.S766 2015eb
100 1 Strong, Colin|c(Business writer),|0https://id.loc.gov/
authorities/names/n2015010597|eauthor.
245 10 Humanizing big data :|bmarketing at the meeting of data,
social science and consumer insight /|cColin Strong.
264 1 London ;|aPhiladelphia :|bKogan Page,|c2015.
264 4 |c©2015
300 1 online resource (x, 212 pages)
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
340 |gpolychrome|2rdacc
347 text file|2rdaft
504 Includes bibliographical references and index.
505 0 Cover; Title; Copyright; Contents; Preface;
Acknowledgements; 1 This changes everything; The breadth
and depth of datafication; Datafication of sentiment/
emotions; Datafication of interactions/relationships;
Datafication of speech; Datafication of what is
traditionally seen as offline activity; Datafication of
culture; What is data?; Defining big data; Qualities of
big data; Social data; Longitudinal data; Breadth of data;
Real-time data; Unobtrusive data; Retrospective data; This
book; Notes; Part One Current thinking; 2 Is there a view
from nowhere?; Who are you talking to?
505 8 4 Perils and pitfallsDangers of reading data: the pitfalls
of correlations; Dangers of reading data: the frailties of
human judgement; The pitfalls of storytelling; Mixing up
narrative and causality; Is theory important?; Theory is
there whether we like it or not; Big data can be
misleading without theory; A middle way; Concluding
thoughts; Notes; 5 The power of prediction; The growth of
data available for prediction; How good is our ability to
predict?; Understanding the limitations of prediction; Why
some things are easier to predict than others: complex vs
simple systems.
505 8 The influence of social effects on system
complexityBuilding models to make predictions; Learning to
live with uncertainty: the strategy paradox; Concluding
thoughts; Notes; 6 The advertisers' dilemma; Online
advertising metrics; Advertising blocking; Advertising
fraud; Teasing apart cause and effect; Targeting problems
when measuring effectiveness; Psychology of online
advertising; Signalling; Disfluency; Concluding thoughts;
Notes; Part Two Smart thinking; 7 Reading minds; The value
of linking data sets; Knowing your customers;
Understanding who we are from our digital exhaust.
505 8 The evolution of segmentationConcluding thoughts; Notes; 8
The ties that bind; Why making choices can be so
difficult; Simplifying decision-making; The role of
influence and 'influencers'; Identifying network effects;
The implications of networks for marketing; Exploring the
importance of social relationships; Concluding thoughts;
Notes; 9 Culture shift; Seeing the world in new ways;
Deconstructing cultural trends; Exploring the lifecycle of
ideas through cultural analytics; From verbal to visual:
the importance of images; Analysing cultural trends from
images; Concluding thoughts; Notes.
520 "Between tweets, likes, comments, blogs, videos and images,
today's customer is estimated to generate 2.5 quintillion
bytes of data per day. How can marketers utilize the ever-
increasing amount of data to better understand and
interact with their customers? This book offers advice on
how to interpret and incorporate data into an
organization's overall marketing strategy. It is designed
to help marketers improve customer relationships, enhance
the targeting of their marketing efforts, align marketing
activities with ultimate goals and objectives, and gain
insight into the effectiveness of marketing campaigns and
channels. Topics covered include: the current limitations
associated with big data, the differences between deriving
the what, how and why from data, how to use social science
to provide frameworks for a smart data agenda, privacy and
personal data and the role of market research in a
marketing strategy"--|cProvided by publisher.
520 "Big data raises more questions than it answers,
particularly for those organizations struggling to deal
with what has become an overwhelming deluge of data. It
can offer marketers more than simple tactical predictive
analytics, but organizations need a bigger picture, one
that generates some real insight into human behaviour, to
drive consumer strategy rather than just better targeting
techniques. Humanizing Big Data guides marketing managers,
brand managers, strategists and senior executives on how
to use big data strategically to redefine customer
relationships for better customer engagement and an
improved bottom line. Humanizing Big Data provides a
detailed understanding of the way to approach and think
about the challenges and opportunities of big data,
enabling any brand to realize the value of their current
and future data assets. First it explores the 'nuts and
bolts' of data analytics and the way in which the current
big data agenda is in danger of losing credibility by
paying insufficient attention to what are often
fundamental tenets in any form of analysis. Next it sets
out a manifesto for a smart data approach, drawing on an
intelligent and big picture view of data analytics that
addresses the strategic business challenges that
businesses face. Finally it explores the way in which
datafication is changing the nature of the relationship
between brands and consumers and why this calls for new
forms of analytics to support rapidly emerging new
business models. After reading this book, any brand should
be in a position to make a step change in the value they
derive from their data assets"--|cProvided by publisher.
588 0 Print version record.
590 eBooks on EBSCOhost|bEBSCO eBook Subscription Academic
Collection - North America
650 0 Marketing|xData processing.|0https://id.loc.gov/
authorities/subjects/sh2008107427
650 0 Internet advertising.|0https://id.loc.gov/authorities/
subjects/sh94006992
650 0 Customer relations|xManagement.|0https://id.loc.gov/
authorities/subjects/sh2007005453
650 0 Marketing research.|0https://id.loc.gov/authorities/
subjects/sh85081350
650 0 Big data.|0https://id.loc.gov/authorities/subjects/
sh2012003227
650 7 Marketing|xData processing.|2fast|0https://id.worldcat.org
/fast/1010187
650 7 Internet advertising.|2fast|0https://id.worldcat.org/fast/
977220
650 7 Customer relations|xManagement.|2fast|0https://
id.worldcat.org/fast/885539
650 7 Marketing research.|2fast|0https://id.worldcat.org/fast/
1010284
650 7 Big data.|2fast|0https://id.worldcat.org/fast/1892965
655 0 Electronic books.
655 4 Electronic books.
776 08 |iPrint version:|aStrong, Colin (Business writer).
|tHumanizing big data.|dLondon ; Philadelphia : Kogan Page,
2015|z9780749472115|w(DLC) 2015000570|w(OCoLC)903812437
856 40 |uhttps://rider.idm.oclc.org/login?url=http://
search.ebscohost.com/login.aspx?direct=true&scope=site&
db=nlebk&AN=958401|zOnline eBook via EBSCO. Access
restricted to current Rider University students, faculty,
and staff.
856 42 |3Instructions for reading/downloading the EBSCO version
of this eBook|uhttp://guides.rider.edu/ebooks/ebsco
901 MARCIVE 20231220
948 |d20190709|cEBSCO|tEBSCOebooksacademic NEW 7-5-19 5915
|lridw
994 92|bRID
