Arthur, Lisa. <br/><br/>
Big data marketing :  engage your customers more effectively and drive value / 
Lisa Arthur. 
 - xiv, 192 pages :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references (pages 177-184) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781118733899 (cloth) 1118733894 (cloth) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/>Marketing--Data processing.<br/>Marketing research--Statistical methods.<br/>Internet marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .A78 2013 
<br/><br/><label>Dewey Class. No.: </label>658.8/3