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

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9780749472115: Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

About the Author:

Colin Strong is a leading consumer researcher who has worked with a wide range of global brands to help shape their consumer strategies. He uses consumer data to drive insight that was once the preserve of surveys, and to advise on ways to shape new consumer brand relationships. Behavioral science runs throughout his research practice, not only to design experimental approaches, but also to guide data analytics. Currently, he is Managing Director of Verve Ventures, a research consulting firm. He is also a regular speaker at conferences and a contributor to publications including The Huffington Post, Wired, Medialine, AdMap and Market Leader.

Review:

"This book takes the user through an introduction of big data and how marketers (and others) can use many different types of data to better understand their customer base, their marketing efforts and their business. The author does a very good job describing how the reader could use existing data combined with other data gathered from social media and user-generated content. I strongly suggest this book for anyone looking to learn more about big data." (Eric D. Brown EricBrown.com)

"Manages to take the reader gently by the hand and give them an informed introduction to the world of big data, showing them how it can be utilized in business through a marketing-led perspective. Despite this being a very complex, inter-connected subject, this is a fairly light, open and jargon-free read. A pleasurable, thought-provoking book." (Darren Ingram Darren Ingram Media)

“[A] practical guide to the new marketing opportunities created by big data - but also to its perils, pitfalls and limitations. Strong is an experienced and accomplished consumer researcher able to steer a path between the techies’ hype and the skeptics’ underestimation of the potential. He aims to 'humanize' big data by showing how analytics need to be combined with marketers’ understanding of customers as real people as well as with an implicit or explicit conceptual framework, ideally grounded in solid behavioral insights.” (Patrick Barwise, Professor of Management and Marketing London Business School)

"This deeply thoughtful book from a vastly experienced marketer is a mature and wise reflection on the journey we have already begun, where it’s leading, and how we might wish to shape the future of our customer relationships in the interests of all of us. It helps that it’s addictively readable and commendably concise. For a small read on big data, start here." (Hugh Wilson, Professor of Strategic Marketing Cranfield School of Management)

"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 Southampton)

"[I]nvites readers to approach collecting Big Data with a more human-centered approach. ...The principles behind Humanizing Big Data can be implemented by a business of any size.  After all, Big Data is everywhere: online, on social media, in CRMs, in email newsletter services, etc.  The key is understanding how to use data that you have instead of the technology that you don’t." (Charles Franklin Small Business Trends)

"[A] concise, readable, well-sourced platform from which to continue your own exploration of whichever facet of big data is currently most relevant to you." (Joseph Rydolm Quirk's Marketing Research Media)

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Colin Strong
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749472111 ISBN 13: 9780749472115
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. Language: English . Brand New Book. Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the nuts and bolts of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets. Codice libro della libreria AA99780749472115

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Colin Strong
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749472111 ISBN 13: 9780749472115
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. Language: English . Brand New Book. Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the nuts and bolts of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets. Codice libro della libreria AA99780749472115

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Descrizione libro 2015. PAP. Condizione libro: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Codice libro della libreria KS-9780749472115

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Descrizione libro Kogan Page 2015-03-03, London, 2015. paperback. Condizione libro: New. Codice libro della libreria 9780749472115

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Descrizione libro Kogan Page, 2015. Condizione libro: New. Unlock the value of big data and realize the impact it can have both on customer understanding and better business performance with this authoritative guide. Num Pages: 224 pages, black & white illustrations. BIC Classification: KJC; KJSM; KJSU. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 236 x 158 x 15. Weight in Grams: 346. . 2015. 1st Edition. Paperback. . . . . . Codice libro della libreria V9780749472115

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Descrizione libro Kogan Page. Condizione libro: New. Unlock the value of big data and realize the impact it can have both on customer understanding and better business performance with this authoritative guide. Num Pages: 224 pages, black & white illustrations. BIC Classification: KJC; KJSM; KJSU. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 236 x 158 x 15. Weight in Grams: 346. . 2015. 1st Edition. Paperback. . . . . Books ship from the US and Ireland. Codice libro della libreria V9780749472115

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Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749472111 BRAND NEW, GIFT QUALITY! NOT OVERSTOCKS OR MARKED UP REMAINDERS! DIRECT FROM THE PUBLISHER!|0.71. Codice libro della libreria OTF-S-9780749472115

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