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Humanizing big data :marketing at th...

Strong, Colin ((Business writer))

Humanizing big data :marketing at the meeting of data, social science and consumer insight /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Humanizing big data :Colin Strong.
Reminder of title:	marketing at the meeting of data, social science and consumer insight /
Author:	Strong, Colin
Published:	London ;Kogan Page,2015.
Description:	1 online resource (226 pages)
Subject:	MarketingData processing.
Online resource:	http://portal.igpublish.com/iglibrary/search/KOGANB0001027.html
ISBN:	9780749472115$q(paperback)

Humanizing big data :marketing at the meeting of data, social science and consumer insight /
Strong, Colin(Business writer)

Humanizing big data :marketing at the meeting of data, social science and consumer insight /Colin Strong. - London ;Kogan Page,2015. - 1 online resource (226 pages)

Includes bibliographical references and index.

Humanizing big data : marketing at the meeting of data, social science and consumer insight -- Contents -- Preface -- Acknowledgements -- 1. This Changes Everything -- Part One : Current Thinking -- 2. Is There a View from Nowhere? -- 3. Choose your Weapons -- 4. Perils and Pitfalls -- 5. The Power of Prediction -- 6. The Advertisers??Dilemma -- Part Two : Smart Thinking -- 7. Reading Minds -- 8. The Ties That Bind -- 9. Culture Shift -- 10. Bright Ideas -- Part Three : Consumer Thinking -- 11. Off Limits? -- 12. Getting Personal -- 13. Privacy Paradox -- Final Thoughts -- Index

"Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advice on how to interpret and incorporate data into an organization's overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels.Topics covered include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy"--

ISBN: 9780749472115$q(paperback)Subjects--Topical Terms:

221562
Marketing
--Data processing.

LC Class. No.: HF5415.125 / .S766 2015

Dewey Class. No.: 658.8/340285

Humanizing big data :marketing at the meeting of data, social science and consumer insight /
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100 1 $a Strong, Colin $c (Business writer) $3 748783
245 1 0 $a Humanizing big data : $b marketing at the meeting of data, social science and consumer insight / $c Colin Strong.
260 $a London ; $a Philadelphia : $b Kogan Page, $c 2015.
300 $a 1 online resource (226 pages)
504 $a Includes bibliographical references and index.
505 0 $a Humanizing big data : marketing at the meeting of data, social science and consumer insight -- Contents -- Preface -- Acknowledgements -- 1. This Changes Everything -- Part One : Current Thinking -- 2. Is There a View from Nowhere? -- 3. Choose your Weapons -- 4. Perils and Pitfalls -- 5. The Power of Prediction -- 6. The Advertisers??Dilemma -- Part Two : Smart Thinking -- 7. Reading Minds -- 8. The Ties That Bind -- 9. Culture Shift -- 10. Bright Ideas -- Part Three : Consumer Thinking -- 11. Off Limits? -- 12. Getting Personal -- 13. Privacy Paradox -- Final Thoughts -- Index
520 $a "Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advice on how to interpret and incorporate data into an organization's overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels.Topics covered include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy"-- $c Provided by publisher.
520 $a "Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets.
520 $a "First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets"-- $c Provided by publisher.
650 0 $a Marketing $x Data processing. $3 221562
650 0 $a Internet advertising. $3 208231
650 0 $a Customer relations $x Management. $3 202165
650 0 $a Marketing research. $3 200345
650 0 $a Big data. $3 609582
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