Glass / Callahan The Big Data-Driven Business

How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits
1. Auflage 2014
ISBN: 978-1-118-88984-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

Get the expert perspective and practical advice on big data
The Big Data-Driven Business: How to Use Big Data to WinCustomers, Beat Competitors, and Boost Profits makes the casethat big data is for real, and more than just big hype. The bookuses real-life examples--from Nate Silver to Copernicus, andApple to Blackberry--to demonstrate how the winners of thefuture will use big data to seek the truth. Written by a marketingjournalist and the CEO of a multi-million-dollar B2B marketingplatform that reaches more than 90% of the U.S. businesspopulation, this book is a comprehensive and accessible guide onhow to win customers, beat competitors, and boost the bottom linewith big data.
The marketplace has entered an era where the customer holds allthe cards. With unprecedented choice in both the consumer world andthe B2B world, it's imperative that businesses gain a greaterunderstanding of their customers and prospects. Big data is the keyto this insight, because it provides a comprehensive view of acompany's customers--who they are, and who they may betomorrow. The Big Data-Driven Business is a complete guideto the future of business as seen through the lens of big data,with expert advice on real-world applications.
* Learn what big data is, and how it will transform theenterprise
* Explore why major corporations are betting their companies onmarketing technology
* Read case studies of big data winners and losers
* Discover how to change privacy and security, and remodelmarketing
Better information allows for better decisions, bettertargeting, and better reach. Big data has become an indispensabletool for the most effective marketers in the business, and it'sbecoming less of a competitive advantage and more like an industrystandard. Remaining relevant as the marketplace evolves requires afull understanding and application of big data, and The BigData-Driven Business provides the practical guidance businessesneed.

Autoren/Hrsg.

Glass, Russell

Callahan, Sean

Inhaltsverzeichnis

Acknowledgments vii
Introduction: Why We Wrote This Book, and How It Can Help Youix
1 Big Data, Big Benefits 1
2 The Evolution of the Customer-Focused, Data-Driven Business15
3 The Evolution of the Buyer's Journey, or How theInternet Killed the Three-Martini Lunch 25
4 The Marketing Stack--Why CMOs and CIOs Are WorkingTogether 35
The Software in the Stack 48
5 How Technology Bridges the Gap between Marketing and Sales55
Technology Brings Harmony between Sales and Marketing atDocuSign 62
How Bizo Used Data to Boost Marketing-Sales Alignment64
6 Data and the Rise of Online Advertising 69
Early Uses of Audience Data 72
Early Marketing Analytics--Audience Auditing 73
The Rise of Internet Advertising 74
Ad Networks 75
Audience Platforms 75
Online Advertising Exchanges 76
Retargeted Display Ads 77
Social Media Advertising's Powerful Leap Forward 78
How Marketers Are Putting Data on Display 79
7 Using Data to Better Understand Customers and PursueProspects 85
Netflix Flexes Its Data Muscle 88
SaaS and Its Powerful Window on the Customer 90
The Power of Predictive Lead Modeling 91
Data Isn't Reserved for Dot-Coms 93
8 The Arrival of Left-Brained Leaders and the Rise of theMarketing Department 97
9 Implementing a Big Data Plan (Sometimes by Thinking Small)113
Eleven Principles to Follow When Bringing Big Data into YourBusiness 123
10 Measurement, Testing, and Attribution 133
Data and Measurement 136
Measuring the Power of Display Ads 138
Data and Testing 138
Data and Attribution 140
Attribution's Big Day 144
11 Data Can Be a Matter of Corporate Life and Death149
The Dead 155
Near-Death Experience 161
Culture Clash 162
Missed Opportunity 165
Whistling Past the Graveyard? 166
Schadenfreude? 167
12 Using Data Responsibly 169
Privacy and Online Advertising 173
Privacy and the Corporate Database 176
The Responsibility of Corporations 179
13 Big Data's Big Future 183
How Cleversafe Harnessed the Power of Data 187
Key Trends Defining Big Data's Future 188
The Human Touch Remains Essential 206
Index 209

Über Autor(innen)

Russell Glass is the Head of B2B Marketing Products forLinkedIn. A seasoned technology entrepreneur, Russ founded and thenserved as president and CEO of Bizo, a B2B audience marketing anddata platform, which was acquired for $175 million by LinkedIn in2014.
During his tenure at Bizo, he grew the company to a $50 millionplus revenue run-rate and to more than 150 employees before it wasacquired. At LinkedIn, he injects his deep knowledge about the B2Bmarketing ecosystem to help build the next generation ofcontent-based marketing products for the company.
Russ has also founded or held senior positions at fourventure-backed technology companies. He is a big believer thatgreat cultures equal great companies, and has integrated thisphilosophy into all of his roles.
He's passionate about family, Duke basketball, golf and justabout anything in HD.
Sean Callahan is the senior manager-content marketing atLinkedIn. Formerly, he was a marketing director at Bizo and aneditor and reporter at Crain Communications. His freelancejournalism has appeared in the New York Times, The WashingtonPost, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine,Salon.com, and SI.com.