TY  - BOOK
AU  - Arthur,Lisa
TI  - Big data marketing: engage your customers more effectively and drive value 
SN  - 9781118733899 (cloth)
AV  - HF5415.13 .A78 2013
U1  - 658.8/3 23
PY  - 2013///]
CY  - Hoboken, New Jersey
PB  - Wiley
KW  - Marketing
KW  - Management
KW  - Data processing
KW  - Marketing research
KW  - Statistical methods
KW  - Internet marketing
N1  - 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
ER  -