000			02109cam a2200361 a 4500
008			150218s2015 enk b 001 0 eng
010			_a 2015000570
020			_a9780749472115
040			_aDLC _beng _cDLC
042			_apcc
050	0	0	_aHF5415.125 _b.S766 2015
082	0	0	_a658.8/340285 _223
084			_aBUS043000 _aBUS043060 _aBUS016000 _2bisacsh
100	1		_aStrong, Colin
245	1	0	_aHumanizing big data : _bmarketing at the meeting of data, social science and consumer insight / _cColin Strong
260			_aLondon : _bKogan Page, _cc2015.
300			_axi, 212 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
520			_aBetween 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.
650		0	_aMarketing _xData processing
650		0	_aInternet advertising
650		0	_aCustomer relations _xManagement
650		0	_aMarketing research
650		0	_aBig data
650		7	_aBUSINESS & ECONOMICS / Marketing / General _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Marketing / Research _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Consumer Behavior _2bisacsh
035			_a(IMchF)fol15586640
005			20170126100823.0
001			61013
003			UOWD
942			_cREGULAR
999			_c26998 _d26998