Humanizing Big Data ─ Marketing at the Meeting of Data, Social Science and Consumer Insight
商品簡介
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.
作者簡介
Colin Strong is the Managing Director of GfK's business and technology division and has helped to shape GfK's UK business for 15 years. Working with large-scale datasets has been a feature of the division's work for some time, not only through large-scale survey data but also through the use of customer relationship management and social media datasets.
Stuart Crawford-Browne is a director at GfK's business and technology division. He has over 15 years of experience in market research management and consulting. His expertise covers strategic and operational customer satisfaction programs, international marketing research and data analysis.
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