HUMANIZING BIG DATA: MARKETING AT THE MEETING OF DATA, SOCIAL SCIENCE AND CONSUMER INSIGHT

By:

STRONG COLIN

Material type: Text

TextPublication details: NEW DELHI KOGAN PAGE LTD 2015Description: x,212ISBN:

978-0-7494-7211-5

Subject(s):

BUSINESS & ECONOMICS / MARKETING / RESEARCH, BUSINESS STRATEGY, CUSTOMER SERVICES, MARKETING - DATA PROCESSING, INTERNET ADVERTISING, CUSTOMER RELATIONS – MANAGEMENT, MARKETING RESEARCH, BIG DATA

DDC classification:

658.8340285/STR

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Notes	Date due	Barcode
Books	Symbiosis Institute of Computer Studies and Research Book Cart	658.8340285/STR (Browse shelf(Opens below))	Available	BUSINESS & ECONOMICS / MARKETING / RESEARCH, BUSINESS STRATEGY, CUSTOMER SERVICES, MARKETING - DATA PROCESSING, INTERNET ADVERTISING, CUSTOMER RELATIONS – MANAGEMENT, MARKETING RESEARCH, BIG DATA		SICSR-B-19049

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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.

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