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. Meanwhile, valuable information about consumer preferences continues to accumulate and overwhelm decision makers. It's time to tame the beast named Big Data.
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 with a five-step plan for tackling big data insights. You'll discover:
- How marketers can use data to learn what they need to know
- How to make metrics your mantra
- The five fundamental components of a successful strategy
- Strategies to drive marketing relevance and Return On Marketing Investment (ROMI)
- Approaches to managing marketing spend--a company's largest variable expenditure
- How to drive value through relevant marketing
- Proven ways to elevate customer experiences
Learn how to better understand the market and advance your overall strategy and marketing techniques. Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to ensure your business's success.
Inhaltsverzeichnis
Foreword Thomas H. Davenport ix
Acknowledgments xiii
Introduction 1
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
Notes 177
Resources 183
About the Author 185
Index 187
