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Engaging Customers Using Big Data: How Marketing Analytics are Transforming Business


WHY THIS BOOK?PROPOSITIONSDATA SOURCESAUDIENCEBOOK OVERVIEWCHANGING WINDSRISE OF DIGITAL SOCIETYCONNECTED CARSUBIQUITOUS USE OF MOBILE PLATFORMSAVVY CUSTOMERS DISCOVER SOCIAL NETWORKINGCROWDSOURCED ANALYTICS TOOLSMONETIZATIONPRIVATE AND PUBLIC CLOUDCUSTOMER PREFERENCES AND PRIVACY CONCERNSSO HOW DOES IT IMPACT MARKETING?FROM SAMPLE TO POPULATIONCENSUS DATASOCIAL MEDIA DATALOCATION DATAPRODUCT USAGE DATASHOPPING DATACONVERSATION DATAPURCHASE DATAPROPOSITIONFROM BROADCAST TO COLLABORATIONPERSONALIZED CUSTOMER / PRODUCT RESEARCHONLINE ADVERTISINGMULTICHANNEL SHOPPINGINTELLIGENT CAMPAIGNSBIG-TICKET ITEMS AND AUCTION / NEGOTIATION MARKETSGAMES, VIDEOS, SMARTPHONES, AND TABLETSCROWDSOURCING AND JAMSENDORSEMENTS AND VIRAL BUZZPROPOSITIONFROM SILO'ED TO ORCHESTRATED MARKETINGCUSTOMER PROFILEENTITY ANALYTICSPERSONAL PRIVACY PREFERENCE MANAGEMENTDYNAMIC PRICINGORCHESTRATION FOR CONTEXT-BASED ADVERTISING AND PROMOTIONCROSS-CHANNEL COORDINATIONMARKET TESTSPROPOSITIONTECHNOLOGICAL ENABLERSVELOCITY, VOLUME, VARIETY, AND VERACITY OF DATASTREAM COMPUTING TO ADDRESS VELOCITYANALYTICS AND STORAGE ENGINES ON MASSIVELY PARALLEL PLATFORMS FOR HIGH-VOLUME PROCESSINGHIGH-VARIETY DATA ANALYSISPATTERN DISCOVERYEXPERIMENT DESIGN AND ADAPTIVE INTELLIGENCECUSTOMER VERACITY AND IDENTITY RESOLUTIONHYBRID SOLUTION ARCHITECTURESSUMMARYCHANGES TO MARKETING ECOSYSTEM AND ORGANIZATIONHOW DOES BIG DATA CHANGE MEDIA PLANNING AND MARKETING RESEARCH?PERSONALIZED MARKETING ACTIONS AND THE CHANGING ECOSYSTEM FOR ADVERTISINGMARKETING ORCHESTRATION AND THE IMPACT ON PRODUCT MANAGEMENTDATA SCIENTISTS—WHERE DO THEY BELONG?INFRASTRUCTURE, DATA, OR ANALYTICS AS A SERVICEA NEW ROLE FOR MARKETING COMMUNICATIONS DEPARTMENTSEVOLUTION VERSUS REVOLUTIONSUMMARYCONSUMER VERSUS CORPORATE MARKETING-CONVERGENCE OR DIVERGENCE?HOW IS CORPORATE MARKETING DIFFERENT FROM CONSUMER MARKETING?PROPOSITION 1: BIG DATA AND ABILITY TO OBSERVE THE POPULATIONPROPOSITION 2: NEW WAYS TO INFLUENCE THE CUSTOMERPROPOSITION 3: ORCHESTRATION FOR CORPORATE MARKETERSCONCLUSIONS
 
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