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Humanizing Big Data

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en Limba Engleză Carte Paperback – 03 Mar 2015
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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Specificații

ISBN-13: 9780749472115
ISBN-10: 0749472111
Pagini: 224
Dimensiuni: 156 x 234 x 12 mm
Greutate: 0.35 kg
Editura: Kogan Page

Notă biografică

Colin Strong is the Managing Director of GfK's (Gesellschaft fur Konsumforschung, or the Society for Consumer Research's), business and technology division and has helped to shape GfK's business in the UK for fifteen years. Working with large-scale datasets has been a feature of the division's work for some time, not only through large-scale survey data but also through the use of customer relationship management and social media datasets. Colin is also a regular speaker at conferences and a contributor to publications including ESOMAR and market research publications, Huffington Post, Medialine, AdMap and Market Leader.

Cuprins

Chapter - 01: This changes everything; Section - ONE: Current thinking; Chapter - 02: Is there a view from nowhere?; Chapter - 03: Choose your weapons; Chapter - 04: Perils and pitfalls; Chapter - 05: The power of prediction; Chapter - 06: The advertisers' dilemma; Section - TWO: Smart thinking; Chapter - 07: Reading minds; Chapter - 08: The ties that bind; Chapter - 09: Culture shift; Chapter - 10: Bright ideas; Section - THREE: Consumer thinking; Chapter - 11: Off limits?; Chapter - 12: Getting personal; Chapter - 13: Privacy paradox