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Big Data Marketing: Engage Your Customers More Effectively and Drive Value

Book Description

Leverage big data insights to improve customer experiences and insure business success

Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing.

  • Explains how marketers can use data to learn what they need to know

  • Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI)

  • Provides a five-step approach in the journey to a more data-driven marketing organization

  • Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events

Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Foreword
  6. Acknowledgments
  7. Introduction
  8. Part I: The Problem: How Did We Get Here?
    1. Chapter 1: Moving Out of the Dark Ages
      1. The Threat of Digital Disruption
      2. The Enlightened Age of Data
      3. Notes
    2. Chapter 2: Why Is Marketing Antiquated?
      1. Tactical (versus Strategic) Marketing
      2. Manual Marketing Management
      3. Silos of Data and Demand for Real-time Engagement
      4. Communicating the Value of Marketing
      5. Lack of Talent and Training
      6. Fragmented and Often Missing Data
      7. Notes
    3. Chapter 3: The Data Hairball
      1. What Is the Data Hairball?
      2. The Data Hairball and the Customer Experience
      3. Blending Art and Science
      4. Integrated Marketing, Really
      5. Data Privacy and Security
      6. Notes
  9. Part II: Get Ready for Big Data Marketing
    1. Chapter 4: Definitions for the Real World of Big Data Marketing
      1. Big Data Terminology
      2. Big Data Marketing
      3. Integrated Marketing Management (IMM)
      4. Marketing Operations Management
      5. Customer Interaction Management
      6. Digital Messaging
      7. Digital Marketing
      8. Notes
    2. Chapter 5: Meet the Modern Marketing Department (Michelangelo Meets Einstein)
      1. The CMO as a Change Agent
      2. The Data Scientist
      3. The CMO and CIO Dynamic
      4. Notes
  10. Part III: The Five Steps to Data-Driven Marketing and Big Data Insights
    1. Chapter 6: Step One: Get Smart, Get Strategic
      1. Vision Leads to Strategy
      2. Customer Interaction Strategy
      3. Analytics Strategy
      4. Data Strategy
      5. Organizational Strategy
      6. Technology Strategy
      7. Notes
    2. Chapter 7: Step Two: Tear Down the Silos
      1. Tearing Down Silos Internal to Marketing
      2. Tearing Down Silos between Marketing and Other Lines of Business
      3. Developing a Strategic Framework for Synergy
      4. New Best Friends: The CMO and the CIO
      5. Notes
    3. Chapter 8: Step Three: Untangle the Data Hairball
      1. Start with Talent
      2. Silos Can Threaten Big Data Strategy
      3. Data Strategy
      4. Discovering Big Data
      5. Big Data Insights Combat Churn for US Telecommunications Provider
      6. Notes
    4. Chapter 9: Step Four: Make Metrics Your Mantra
      1. Use Metrics to Measure Outcomes
      2. Lessons Learned from Cost per Lead
      3. Part I: The ROI versus ROMI Debate
      4. Part II: The ROI versus ROMMI Debate
      5. Metrics Are the Cornerstone of Accountability
      6. Metrics Improve Buy-In and Alignment
      7. Reasons for Misalignment
      8. Notes
    5. Chapter 10: Step Five: Process Is the New Black
      1. Process Is One of Marketing's New Four P's
      2. Integrated Marketing Processes Accelerate Results
      3. Concept to Campaign to Cash
      4. Process Innovation at a Global IT Services Company
      5. Agile Marketing
      6. Notes
  11. Part IV: Realizing the Value of Big Data Marketing
    1. Chapter 11: Drive Value through Relevant Marketing
      1. Internal Value through Integrating Marketing
      2. External Value through Integrating Marketing
      3. Notes
    2. Chapter 12: The Bright, Enlightened World of Customer Experience
      1. The People Marketing Challenge
      2. The People Marketing Opportunity
      3. The Mobile Marketing Challenge
      4. The Mobile Marketing Opportunity
      5. The Information Management Marketing Challenge
      6. The Information Marketing Opportunity
      7. The Big Data Marketing Challenge
      8. The Big Data Marketing Opportunity
      9. Notes
  12. Resources
  13. About the Author
  14. Index