000			03073cam a2200313 i 4500
001			18102550
003			APU
005			20160129112715.0
008			140404s2014 njua 001 0 eng
010			_a 2014005246
020			_a9781118905739 (hbk.)
040			_aDLC _beng _cAPU _dNIK
042			_apcc
050	0	0	_aHF5415.5 _b.T36 2014
082	0	0	_a658.834 _bTAN 2014 _223
100	1		_aTanner, John F. _920419
245	1	0	_aAnalytics and dynamic customer strategy : _bbig profits from big data / _cJohn F. Tanner, Jr.
260			_aHoboken, N.J. : _bWiley, _cc2014
300			_axviii, 235 p. : _bill. ; _c24 cm.
500			_aIncludes index.
520			_a"Key decisions determine the success of big data strategyDynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance.Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include: Applying the elements of Dynamic Customer Strategy Acquiring, mining, and analyzing data Metrics and models for big data utilization Shifting perspective from model to customer Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works"--
650		0	_aCustomer relations. _91096
650		0	_aRelationship marketing. _98262
650		0	_aBig data. _935133
776	0	8	_iOnline version: _aTanner, John F. _tAnalytics and dynamic customer strategy _dHoboken : Wiley, 2014 _z9781118919781 _w(DLC) 2014015477
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBook _02
999			_c379325 _d379325