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Arthur, Lisa.

Big data marketing : engage your customers more effectively and drive value / Lisa Arthur. - xiv, 192 pages : illustrations ; 24 cm

Includes bibliographical references (pages 177-184) and index.

I. The problem: how did we get here? -- Moving out of the Dark Ages -- Why is marketing antiquated? -- The data hairball -- II. Getting ready for big data marketing -- Definitions of the real world of big data marketing -- Meet the modern marketing department (Michelangelo meets Einstein) -- III. The five steps to data-driven marketing and big data insights -- Step one: get smart, get strategic -- Step two: tear down the silos -- Step three: untangle the data hairball -- Step four: make metrics your mantra -- Step five: process is the new black -- IV. Realizing the value of big data marketing -- Drive value through relevant marketing -- The bright, enlightened world of customer experience.

ISBN: 9781118733899 (cloth) 1118733894 (cloth)

Subjects--Topical Terms:
Marketing--Management.
Marketing--Data processing.
Marketing research--Statistical methods.
Internet marketing.

LC Class. No.: HF5415.13 / .A78 2013

Dewey Class. No.: 658.8/3