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.