Humanizing Big Data
Marketing at the Meeting of Data, Social Science and Consumer Insight
by Colin Strong
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Pub Date Jun 28 2014 | Archive Date Apr 14 2015
Description
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.
Advance Praise
"Colin Strong puts forward a compelling case that data can only take us so far; that what we do with data, and what data does to us, is a crucial, emerging piece of this important conversation around what's next for marketing. I thoroughly recommend Strong's book to all those who have a desire to glimpse what a smarter, wiser and more informed digital marketing world may look like." --Dr. Guy Champniss, Professor of Marketing and Consumer Behavior, University of Reading
"In this brave new world, companies are pulled in two directions - do they make money from the vast quantities of data they are able to gain from interactions with their customers, or focus on preserving the intangible benefits of goodwill and positive brand orientation by respecting customers' autonomy and privacy preferences? Colin Strong's Humanizing Big Data marches into this minefield with cogent analysis and thoughtful advice for management and marketing about the new breed of information-aware consumer." --Dr. Kieron O'Hara, Senior Research Fellow, University of SouthamptonAvailable Editions
| EDITION | Paperback |
| ISBN | 9780749472115 |
| PRICE | $39.95 (USD) |
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Business, Leadership, Finance, Nonfiction (Adult)
