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Título The big data-driven business: how to use big data to win customers, beat competitors, and boost profits Libros / Impreso - Libros
Autor(es) Glass, Russell, 1976- (Autor)
Callahan, Sean (Autor)
Publicación Hoboken, New Jersey : John Wiley & Sons, 2015
Descripción Física x, 214 páginas : ilustraciones ; 24 cm.
Idioma Inglés;
ISBN 9781118889800
Clasificación(es) 658.872
SISTEMAS
Departamento Tecnologías de Información y Comunicaciones
Materia(s) Big data; Mercadeo por Internet; Comunicación en los negocios; Redes sociales en línea; Comportamiento del consumidor; INTELIGENCIA ARTIFICIAL (09481);
Nota(s) Incluye índice.
CONTENIDO: Introduction: Why We Wrote This Book, and How It Can Help You. Big Data, Big Benefits -- The Evolution of the Customer-Focused, Data-Driven Business -- The Evolution of the Buyer’s Journey, or How the Internet Killed the Three-Martini Lunch -- The Marketing Stack—Why CMOs and CIOs Are Working Together. The Software in the Stack -- How Technology Bridges the Gap between Marketing and Sales. Technology Brings Harmony between Sales and Marketing at DocuSign ; How Bizo Used Data to Boost Marketing–Sales Alignment -- Data and the Rise of Online Advertising. Early Uses of Audience Data ; Early Marketing Analytics—Audience Auditing ; The Rise of Internet Advertising ; Ad Networks ; Audience Platforms ; Online Advertising Exchanges ; Retargeted Display Ads ; Social Media Advertising’s Powerful Leap Forward ; How Marketers Are Putting Data on Display -- Using Data to Better Understand Customers and Pursue Prospects. Netflix Flexes Its Data Muscle ; SaaS and Its Powerful Window on the Customer ; The Power of Predictive Lead Modeling ; Data Isn’t Reserved for Dot-Coms ; The Arrival of Left-Brained Leaders and the Rise of the Marketing Department -- Implementing a Big Data Plan (Sometimes by Thinking Small). Eleven Principles to Follow When Bringing Big Data into Your Business -- Measurement, Testing, and Attribution. Data and Measurement ; Measuring the Power of Display Ads ; Data and Testing ; Data and Attribution ; Attribution’s Big Day -- Data Can Be a Matter of Corporate Life and Death. The Dead ; Near-Death Experience ; Culture Clash ; Missed Opportunity ; Whistling Past the Graveyard? ; Schadenfreude? ; Using Data Responsibly. Privacy and Online Advertising ; Privacy and the Corporate Database ; The Responsibility of Corporations -- Big Data’s Big Future. How Cleversafe Harnessed the Power of Data ; Key Trends Defining Big Data's Future ; The Human Touch Remains Essential.
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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
126197Biblioteca Universidad Icesi2658.872/G549bDisponibleCol. General