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Humanizing big data : marketing at the meeting of data, social science and consumer insight /

By: Strong, Colin
Material type: BookPublisher: London : Kogan Page, c2015.Description: xi, 212 p. : ill. ; 24 cm.ISBN: 9780749472115Subject(s): Marketing -- Data processing | Internet advertising | Customer relations -- Management | Marketing research | Big data | BUSINESS & ECONOMICS / Marketing / General | BUSINESS & ECONOMICS / Marketing / Research | BUSINESS & ECONOMICS / Consumer BehaviorDDC classification: 658.8/340285
Summary:
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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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection 		658.8340285 ST HU (Browse shelf) Available T0017881
Total holds: 0

Includes bibliographical references and index.

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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