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Creating Value with Big Data Analytics: Making Smarter Marketing Decisions [Kõva köide]

, , (Metriclab Big Data Analytics, The Netherlands)
  • Formaat: Hardback, 316 pages, kõrgus x laius: 234x156 mm, kaal: 612 g, 146 Line drawings, black and white; 2 Halftones, black and white; 11 Tables, black and white; 148 Illustrations, black and white
  • Sari: Mastering Business Analytics
  • Ilmumisaeg: 21-Jan-2016
  • Kirjastus: Routledge
  • ISBN-10: 1138837954
  • ISBN-13: 9781138837959
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Creating Value with Big Data Analytics: Making Smarter Marketing DecisionsSuurem pilt
  • Formaat: Hardback, 316 pages, kõrgus x laius: 234x156 mm, kaal: 612 g, 146 Line drawings, black and white; 2 Halftones, black and white; 11 Tables, black and white; 148 Illustrations, black and white
  • Sari: Mastering Business Analytics
  • Ilmumisaeg: 21-Jan-2016
  • Kirjastus: Routledge
  • ISBN-10: 1138837954
  • ISBN-13: 9781138837959
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9781138837959.html
Märksõnad:
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics.



Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data.



By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

Arvustused

This is a timely and thought-provoking book that should be on a must-read list of anyone interested in Big Data. - Sunil Gupta, Edward W. Carter Professor of Business, Harvard Business School, USA



Creating Value with Big Data Analytics offers a uniquely comprehensive and well-grounded examination of one of the most critically important topics in marketing today. With a strong customer focus, it provides rich, practical guidelines, frameworks and insights on how big data can truly create value for a firm. - Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA



Big Data is the next frontier in marketing. This comprehensive, yet eminently readable book by Verhoef, Kooge and Walk is an invaluable guide and a must-read for any marketer seriously interested in using Big Data to create firm value. - Jan-Benedict E.M. Steenkamp, Massey Distinguished Professor of Marketing, Marketing Area Chair & Executive Director AiMark, Kenan-Flagler Business School, UNC-Chapel Hill



No longer can marketing decisions be made on intuition alone. This book represents an excellent formula combining leading edge insight and experience in marketing with digital analytics methods and tools to support better, faster and more fact-based decision-making. It is highly recommended for business leaders who want to ensure they meet customer demands with precision in the 21st century. - Morten Thorkildsen, CEO Rejlers, Norway; chairman of IT and communications company, Itera; former CEO, IBM Norway (2003-13); ex-chairman the Norwegian Computer Society (2009-13), and visiting lecturer Norwegian Business School



This book goes beyond the hype, to provide a more thorough and realistic analysis of how Big Data can be deployed successfully in companies; successful in the sense of creating value both for the customer as well as the company, as well as what the pre-requisites are to do so. This book is not about the hype, nor about the analytics, it is about what really matters: how to create value. It is also illustrated with a broad range of inspiring company cases. - Hans Zijlstra, Customer Insight Director, AIR FRANCE KLM



This is one of the most compelling publications on the challenges and opportunities of data analytics. It paints not only a theoretical framework, but also navigates marketing professionals on organizational change and development of skills and capabilities for success. A must read to unlock the full potential of data-driven and fact based marketing! - Harry Dekker, Media Director, Unilever Benelux, Netherlands



Big Data Analytics is among the hottest topics in marketing today. This very insightful book nicely translates academic insights in the area into actionable recommendations. A must-read for everyone working with (growing) marketing data. - Professor Dr M.G. Dekimpe, School of Economics and Management, Tilburg University, the Netherlands

List of figures
xi
List of tables
xvi
Foreword xvii
Preface xix
Acknowledgements xx
List of abbreviations
xxi
1 Big data challenges
1(7)
Introduction
1(1)
Explosion of data
1(2)
Big data become the norm, but...
3(1)
Our objectives
4(1)
Our approach
4(1)
Reading guide
5(3)
2 Creating value using big data analytics
8(67)
Introduction
8(1)
Big data value creation model
9(3)
The role of culture
12(1)
Big data analytics
13(3)
From big data analytics to value creation
16(5)
Value creation model as guidance for book
21(1)
Conclusions
21(4)
2.1 Value-to-customer metrics
25(24)
Introduction
25(1)
Market metrics
26(1)
New big data market metrics
27(1)
Brand metrics
27(6)
New big data brand metrics
33(2)
Customer metrics
35(6)
New big data customer metrics
41(1)
V2S metrics
42(2)
Should firms collect all V2C metrics?
44(1)
Conclusions
44(5)
2.2 Value-to-firm metrics
49(26)
Introduction
49(1)
Market metrics
50(1)
Brand metrics
51(4)
Customer metrics
55(3)
Customer lifetime value
58(9)
New big data metrics
67(3)
Marketing ROI
70(2)
Conclusions
72(3)
3 Data, data everywhere
75(43)
Introduction
75(1)
Data sources and data types
76(9)
Using the different data sources in the era of big data
85(2)
Data warehouse
87(1)
Database structures
88(1)
Data quality
89(2)
Missing values and data fusion
91(1)
Conclusions
91(2)
3.1 Data integration
93(12)
Introduction
93(1)
Integrating data sources
93(2)
Dealing with different data types
95(5)
Data integration in the era of big data
100(4)
Conclusions
104(1)
3.2 Customer privacy and data security
105(13)
Introduction
105(1)
Why is privacy a big issue?
106(1)
What is privacy?
107(1)
Customers and privacy
108(1)
Governments and privacy legislation
108(2)
Privacy and ethics
110(1)
Privacy policies
111(1)
Privacy and internal data analytics
112(2)
Data security
114(2)
Conclusions
116(2)
4 How big data are changing analytics
118(135)
Introduction
118(1)
The power of analytics
119(1)
Different sophistication levels
120(1)
General types of marketing analysis
121(1)
Strategies for analyzing big data
122(5)
How big data changes, analytics
127(5)
Generic big data changes in analytics
132(5)
Conclusions
137(3)
4.1 Classic data analytics
140(53)
Introduction
140(1)
Overview of analytics
141(1)
Classic 1 Reporting
141(4)
Classic 2 Profiling
145(5)
Classic 3 Migration analysis
150(5)
Classic 4 Customer segmentation
155(8)
Classic 5 Trend analysis market and sales forecasting
163(9)
Classic 6 Attribute importance analysis
172(8)
Classic 7 Individual prediction models
180(9)
Conclusions
189(4)
4.2 Big data analytics
193(38)
Introduction
193(1)
Big data area 1 Web analytics
194(5)
Big data area 2 Customer journey analysis
199(4)
Big data area 3 Attribution modeling
203(3)
Big data area 4 Dynamic targeting
206(6)
Big data area 5 Integrated big data models
212(4)
Big data area 6 Social listening
216(5)
Big data area 7 Social network analysis
221(5)
Emerging techniques
226(1)
Conclusions
226(5)
4.3 Creating impact with storytelling and visualization
231(22)
Introduction
231(2)
Failure factors for creating impact
233(1)
Storytelling
234(4)
Visualization
238(3)
Choosing the chart type
241(10)
Conclusions
251(2)
5 Building successful big data capabilities
253(32)
Introduction
253(2)
Transformation to create successful analytical competence
255(30)
Building Block 1 Process
259(4)
Building Block 2 People
263(5)
Building Block 3 Systems
268(8)
Building Block 4 Organization
276(6)
Conclusions
282(3)
6 Every business has (big) data; let's use them
285(20)
Introduction
285(20)
Case 1 CLV calculation for energy company
286(3)
Case 2 Holistic marketing approach by big data integration at an insurance company
289(4)
Case 3 Implementation of big data analytics for relevant personalization at an online retailer
293(5)
Case 4 Attribution modeling at an online retailer
298(3)
Case 5 Initial social network analytics at a telecom provider
301(2)
Conclusions
303(2)
7 Concluding thoughts and key learning points
305(1)
Concluding thoughts 305(1)
Key learning points 306(3)
Index 309
Peter C. Verhoef is Professor of Marketing at the Department of Marketing, Faculty of Economics and Business, University of Groningen, The Netherlands. He also holds a visiting professorship in Marketing at BI Norwegian Business School in Oslo.



Edwin Kooge is co-founder of Metrixlab Big Data Analytics, The Netherlands. He is a pragmatic data-analyst, a result focused consultant, and entrepreneur with more than 25 years experience in analytics.



Natasha Walk is co-founder of Metrixlab Big Data Analytics, The Netherlands. She is a data-hacker, analyst, and talent coach with more than 20 years of experience in applied analytics.