ENGLISH

Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

By Colin Strong

Book information

Publisher
Kogan Page
Year
2015
ISBN
0749472111, 9780749472115
Language
english
Format
EPUB
Filesize
528 kB (540602 bytes)
Edition
1
Pages
224\0
Time added
2015-04-11 14:29:18

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.

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