Arvind Sathi

Engaging Customers Using Big Data

How Marketing Analytics Are Transforming Business

• Gebundenes Buch

Produktbeschreibung

Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. This book shows marketers today how to seek small samples from their customers to observe their behavior, predict changes, and act using a series of unconnected business actions. Big Data has changed the game completely we can connect with customers, record every click on the web, watch every step in the store, and listen to all public conversations. Unlike today's environment, where marketers broadcast across a set of customer segments, we can now personalize our communications to each customer based on their current predisposition to the products being sold.

The book makes three major propositions:
1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior.
2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools.
3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before.

These changes have tremendous impact on our marketing processes and capabilities. In the first half of the book, using a series of examples from big data pioneers, such as PF Chang's, Best Buy, Google, and IBM, Sathi describes how each marketing function is undergoing fundamental changes: how personalized advertising is delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention; how customer behaviors are collected from a variety of sources across many industries and examined to identify micro segments; and how online and physical stores collaborate to provide a unified shopping experience and deliver product information. The second half of the book examines the tools and techniques for marketing science in support of these capabilities including statistical techniques, qualitative reasoning, and real-time pattern detection, to name a few. Based on these changes, the book prescribes the changes needed to update our skill and tools for Marketing Analytics.

Produktdetails

• Verlag: Palgrave Macmillan / Palgrave Macmillan US / Springer, Berlin
• Artikelnr. des Verlages: 978-1-137-38618-2
• 2014 edition
• Seitenzahl: 215
• Erscheinungstermin: 30. Juli 2014
• Englisch
• Abmessung: 231mm x 155mm x 25mm
• Gewicht: 402g
• ISBN-13: 9781137386182
• ISBN-10: 1137386185
• Artikelnr.: 40558885

Autorenporträt

Dr. Arvind Sathi is the World Wide Communication Sector Architect for Big Data at IBM®. Dr. Sathi received his Ph.D. in Business Administration from Carnegie Mellon University and worked under Nobel Prize winner Dr. Herbert A. Simon. Dr. Sathi is a seasoned professional with more than 20 years of leadership in Information Management architecture and delivery. His primary focus has been in creating visions and roadmaps for Advanced Analytics at leading IBM clients in Telecommunications, Media & Entertainment, and Energy & Utilities organizations, worldwide. He has conducted a number of workshops on Big Data assessment and roadmap development. Prior to joining IBM, Dr. Sathi was the pioneer in developing knowledge-based solutions for CRM at Carnegie Group. At BearingPoint, he led the development of Enterprise Integration, MDM, and Operations Support Systems/Business Support Systems (OSS/BSS) solutions for the communications market and also developed horizontal solutions for communications, financial services, and public services. At IBM, Dr. Sathi has led several Information Management programs in MDM, data security, business intelligence, advanced analytics, big data and related areas and has provided strategic architecture oversight to IBM's strategic accounts. He has also delivered a number of workshops and presentations at industry conferences on technical subjects including MDM and data architecture, and he holds two patents in data masking. His first book'Customer Experience Analytics' was released by MC Press in October 2011 and the second book 'Big Data Analytics' was released in October 2012. He has also been a contributing author in a number of Data Governance books written by Sunil Soares.

Inhaltsangabe

Foreword PART I: INTRODUCTION 1. Why this Book? 2. Data Sources 3. Audience 4. Book Overview PART II: DISRUPTIVE FORCES 5. Introduction 6. Social Media and the Empowered Customer 7. Emergence of Big Data 8. Advanced Analytics 9. Public and Private Clouds and the Data Bazaar 10. Summary PART III: PIONEERS 11. Introduction 12. Consumer Research 13. Advertising 14. Promotions 15. Shopper Tracking 16. Order Tracking 17. Summary PART IV: PROPOSITION 1 - BIG DATA MEANS A LOT MORE OBSERVATIONS 18. Introduction 19. Data 20. Analytics 21. Change with Big Data 22. Summary PART V: PROPOSITION 2 - AUTOMATION AND SOCIAL MEDIA 23. Listening 24. Conversations 25. Participation in Games 26. Endorsements 27. Ambassadors and Advisors 28. Summary PART VI: PROPOSITION 3 - PERSONALIZED MARKETING 29. Introduction 30. Micro Segmentation 31. Directed Communication 32. Privacy Management 33. Single Customer View 34. Cross Channel Management 35. Organizational Implications 36. Summary PART VII: TECHNOLOGICAL ENABLERS 37. Introduction 38. Unstructured Data Analysis 39. Pattern Discovery 40. Experiment Design 41. Customer Identity Resolution 42. Real-time Bidding 43. Summary PART VIII: SKILLS REQUIREMENTS - DATA SCIENTISTS AND DATA ENGINEERS 44. Introduction 45. Data Warehouse and Business Intelligence Skills 46. Data Scientist 47. Data Engineer 48. Analytics as a Service 49. Evolution vs. Revolution 50. Summary PART IX: WHERE ARE WE HEADED? 51. Introduction 52. What did we cover? 53. What is the impact? 54. How can we get ready for the changes? 55. Conclusions

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