The Big Data-Driven Business : How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits.

The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits -- Contents -- Acknowledgments -- Introduction: Why We Wrote This Book, and How It Can Help You -- Chapter 1: Big Data, Big Benefits -- Chapter 2: The Evolution of the Customer-Focused, Data-Driven Business -- Chapter 3: The Evolution of the Buyer's Journey, or How the Internet Killed the Three-Martini Lunch -- Chapter 4: The Marketing Stack-Why CMOs and CIOs Are Working Together -- The Software in the Stack -- Marketing Automation Software -- Business Intelligence Databases -- CRM Systems -- Content Management Systems -- Blogging Platforms -- Data Management Platforms -- Analytics Tools -- Social Media Management Software -- Predictive Lead Scoring -- Customer Service/Call Center Software -- E-Commerce Platforms -- Search Engine Management Platforms -- Demand-Side Platform (DSP) -- Chapter 5: How Technology Bridges the Gap between Marketing and Sales -- Technology Brings Harmony between Sales and Marketing at DocuSign -- How Bizo Used Data to Boost Marketing-Sales Alignment -- Chapter 6: Data and the Rise of Online Advertising -- Early Uses of Audience Data -- Early Marketing Analytics-Audience Auditing -- The Rise of Internet Advertising -- Ad Networks -- Audience Platforms -- Online Advertising Exchanges -- Retargeted Display Ads -- Social Media Advertising's Powerful Leap Forward -- How Marketers Are Putting Data on Display -- Zend Technologies -- Zuora -- The LiveAds -- Zendesk -- Chapter 7: Using Data to Better Understand Customers and Pursue Prospects -- Netflix Flexes Its Data Muscle -- SaaS and Its Powerful Window on the Customer -- The Power of Predictive Lead Modeling -- Data Isn't Reserved for Dot-Coms -- Chapter 8: The Arrival of Left-Brained Leaders and the Rise of the Marketing Department.

Chapter 9: Implementing a Big Data Plan (Sometimes by Thinking Small) -- Eleven Principles to Follow When Bringing Big Data into Your Business -- Focus on the Customer to Determine What Questions You Want Your Data to Answer -- It's Big Data, but Start Small -- Don't Bet Everything on Technology -- Hire the Right People -- Maintain Some Control of the Technology Piece -- Measure, Measure, and Measure Some More -- Stay on Top of Your Data and the Processes Around That Data -- Conduct a Data Audit and Strive to Integrate Data Silos -- Cooperate with IT, Sales, Human Resources, and Other Stakeholders -- Practice Good Data Hygiene -- Develop a Road Map, but Anticipate Detours -- Chapter 10: Measurement, Testing, and Attribution -- Data and Measurement -- Measuring the Power of Display Ads -- Data and Testing -- Test No. 1: MyCase -- Test No. 2: Better Business Bureau -- Data and Attribution -- Attribution's Big Day -- Chapter 11: Data Can Be a Matter of Corporate Life and Death -- The Dead -- Digital Equipment Corporation -- Blockbuster -- Tower Records and Borders -- Near-Death Experience -- Culture Clash -- Missed Opportunity -- Whistling Past the Graveyard? -- Schadenfreude? -- Chapter 12: Using Data Responsibly -- Privacy and Online Advertising -- Privacy and the Corporate Database -- The Responsibility of Corporations -- 13. Big Data's Big Future -- How Cleversafe Harnessed the Power of Data -- Key Trends Defining Big Data's Future -- Personalization -- Integrating Data Silos and Platforms -- Marketing Measurement -- Predictive Analytics -- Mobile -- Internet of Things -- Privacy and Security -- Product Development -- Social Media -- Content Marketing -- Your Industry Will Not Escape -- The Human Touch Remains Essential -- Index -- End User License Agreement.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.