Tanner, John F.

Analytics and Dynamic Customer Strategy: Big Profits from Big Data

Tanner, John F. - Analytics and Dynamic Customer Strategy: Big Profits from Big Data, ebook


Ebook, ePUB with Adobe DRM
ISBN: 9781118919774
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Printing77 pages with an additional page accrued every 10 hours, capped at 77 pages
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Key decisions determine the success of big data strategy

Dynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance.

Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include:

  • Applying the elements of Dynamic Customer Strategy
  • Acquiring, mining, and analyzing data
  • Metrics and models for big data utilization
  • Shifting perspective from model to customer

Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works.

Keywords: Dynamic Customer Strategy: Big Profits from Big Data; John F. Tanner Jr.; John Tanner, Jeff Tanner, customer strategy, big data; new marketing; marketing data; changing marketing; marketing strategies; marketing tactics; marketing models; marketing techniques; big data early adoption; big data techniques; big data skill; big data in marketing; creating big data strategy; marketing management; business management; business strategy; big data sales strategy; big data consumer strategy; data acquisition; data analysis; key decision making; big data utilization; big data metrics; big data models

John Wiley and Sons, Inc.
Publication year
Page amount
256 pages
Printed ISBN

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