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This book is intended for a broad audience of marketers in both business to consumer and business to business industries, though it is more likely that business to consumer marketers will be early adopters. The goal is to inform marketing practice and aid business leaders navigating through the competitive storms unleashed by technological change. Using data from a five-year study, as well as case studies and other research, this book provides a process for rigorous decision making, eliminating the paralysis and optimizing decision making for marketing performance.
Table of Contents:
Foreword
Preface
Acknowledgments
Part One: Big Data and Dynamic Customer Strategy
Chapter 1: Big Strategy for Big Data
Beyond the Hype
The Value of Accelerated Learning
Introducing Dynamic Customer Strategy
DCS Complements Design School
Barriers to Big Data and DCS
Chapter 2: Mapping Dynamic Customer Strategy
Theory as Strategy
Concepts
Relationships
Establishing Causality through Control
Conditions
Making the Model Operational
Target`s Behavioral Loyalty Model
Simple versus Complex Models
Chapter 3: Operationalizing Strategy
Conceptual to Operational
Operational Definitions
From Strategy to Action
Microsoft`s DCS and Fail-Fast Mentality
Experiments and Decisions
Managing Decision Risk
Using Big Data Effectively
Part Two: Big Data Strategy
Chapter 4: Creating a Big Data Strategy
Avoiding Data Traps
An Airline Falls into a Data Trap
Creating the Data Strategy
Chapter 5: Big Data Acquisition
Measurement Quality
The Truth and Big Data
Acquiring Big Data
Making Good Choices
The Special Challenge of Salespeople
Chapter 6: Streaming Insight
The Model Cycle Applications of Statistical Models Types of Data--Types of Analytics Matching Data to Models
Chapter 7: Turning Models into Customers
Mac`s Avoids Mindless Discounting
Decision Mapping
Conversations and Big Data
Cascading Campaigns
Cascading Campaigns Accelerate Learning
Accelerating the Process with Multifactorial
Experimental Design
Chapter 8: Big Data and Lots of Marketing Buzzwords
Customer Experience Management
Value and Performance
Performance, Value, and Propensity to Relate
Responsiveness
Citibank MasterCard Responds at Market
Level
Transparency
Community
Cabela`s Journey to Customer Experience
Chapter 9: Big Data Metrics for Big Performance
The Big Data of Metrics
Variation and Performance
Creating a Tolerance Range
Visualization
Creating the Right Metrics
Part Three: Big Data Culture
Chapter 10: The Near-Simultaneous Adoption of Multiple
Innovations
Building Absorptive Capacity
People, Process, and Tools
Managing the Change
Empowering Your Entrepreneurs
Konica-Minolta`s Awesome Results
One Result: Customer Knowledge
Competence
Global Implementation
Chapter 11: Leading (in) the Dynamic Customer Culture
Leadership, Big Data, and Dynamic Customer
Strategy
Leadership and Culture
Movements
Exploiting Strategic Experimentation
Big Data, Big Decisions, Big Results
Afterword
Additional Readings
About the Author
Index ISBN - 9788126551613
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Pages : 256
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