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Uses a combination of humor, real-world examples, and non-technical language, to provide instructions on reading and using big data to develop new marketing strategies.
List of contents
Foreword Thomas H. Davenport ix
Acknowledgments xiii
Introduction 1
I The Problem: How Did We Get Here? 3 1 Moving Out of the Dark Ages 5
2 Why Is Marketing Antiquated? 15
3 The Data Hairball 27
II Get Ready for Big Data Marketing 39 4 Definitions for the Real World of Big Data Marketing 41
5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51
III The Five Steps to Data-Driven Marketing and Big Data Insights 67 6 Step One: Get Smart, Get Strategic 69
7 Step Two: Tear Down the Silos 85
8 Step Three: Untangle the Data Hairball 99
9 Step Four: Make Metrics Your Mantra 113
10 Step Five: Process Is the New Black 131
IV Realizing the Value of Big Data Marketing 147 11 Drive Value through Relevant Marketing 149
12 The Bright, Enlightened World of Customer Experience 167
Notes 177
Resources 183
About the Author 185
Index 187
About the author
LISA ARTHUR is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world's leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events.
