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Analytics and dynamic customer strategy : big profits from big data /

"Key decisions determine the success of big data strategyDynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in...

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Bibliographic Details
Main Authors: Tanner, John F
Published: Wiley,
Publisher Address: Hoboken, N.J. :
Publication Dates: 2014.
Literature type: eBook
Language: English
Subjects:
Customer relations
Relationship marketing
Big data
BUSINESS & ECONOMICS > Decision-Making & Problem Solving
Electronic books
Online Access: http://onlinelibrary.wiley.com/book/10.1002/9781118919767
Summary: "Key decisions determine the success of big data strategyDynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily
Item Description: Includes index.
Carrier Form: 1 online resource (xviii, 235 pages) : illustrations
Bibliography: Includes bibliographical references and index.
ISBN: 9781118919781
1118919785
9781118919774
1118919777
Index Number: HF5415
CLC: F713.55
Contents: Machine generated contents note: Foreword Preface Acknowledgments Part One: Big Data & Dynamic Customer Strategy Chapter 1: Big Strategy for Big Data Beyond the Hype The Value of Accelerated Learning Introducing Dynamic Customer Strategy DCS Complements Design School Barriers to Big Data & DCS Summary Notes Chapter 2: Mapping Dynamic Customer Strategy Theory as Strategy Concepts Relationships Establishing Causality through Control Conditions Making the Model Operational Target's Behavioral Loyalty Model Simple VS Complex Models Summary Notes Chapter 3: Operationalizing Strategy Conceptual to

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