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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Humanizing Big Data - Marketing at the Meeting of Data, Social Science and Consumer Insight (Paperback)
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Humanizing Big Data - Marketing at the Meeting of Data, Social Science and Consumer Insight (Paperback)
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Big data raises more questions than it answers, particularly for
those organizations struggling to deal with what has become an
overwhelming deluge of data. It can offer marketers more than
simple tactical predictive analytics, but organizations need a
bigger picture, one that generates some real insight into human
behaviour, to drive consumer strategy rather than just better
targeting techniques. Humanizing Big Data guides marketing
managers, brand managers, strategists and senior executives on how
to use big data strategically to redefine customer relationships
for better customer engagement and an improved bottom line.
Humanizing Big Data provides a detailed understanding of the way to
approach and think about the challenges and opportunities of big
data, enabling any brand to realize the value of their current and
future data assets. First it explores the 'nuts and bolts' of data
analytics and the way in which the current big data agenda is in
danger of losing credibility by paying insufficient attention to
what are often fundamental tenets in any form of analysis. Next it
sets out a manifesto for a smart data approach, drawing on an
intelligent and big picture view of data analytics that addresses
the strategic business challenges that businesses face. Finally it
explores the way in which datafication is changing the nature of
the relationship between brands and consumers and why this calls
for new forms of analytics to support rapidly emerging new business
models. After reading this book, any brand should be in a position
to make a step change in the value they derive from their data
assets.
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