Overview
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.
This book title, Engaging Customers Using Big Data (How Marketing Analytics Are Transforming Business), ISBN: 9781137386182, by Arvind Sathi, published by Palgrave Macmillan (July 1, 2014) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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