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008			140417s2014 njua ob 001 0 eng
010			_a 2014015477
040			_aDLC _beng _erda _epn _cDLC _dYDX _dEBLCP _dN$T _dIDEBK _dYDXCP _dDEBSZ _dDG1 _dOCLCF _dTEFOD _dE7B _dRECBK _dB24X7 _dTEFOD _dCOO _dOCLCQ _dUMI _dDEBBG _dTEFOD _dCSJ _dVT2 _dBD-SySUS
019			_a884594220 _a907477710 _a908035760 _a927375157 _a961578672 _a962611825
020			_a9781118919781 _q(electronic bk.)
020			_a1118919785 _q(electronic bk.)
020			_a9781118919774 _q(electronic bk.)
020			_a1118919777 _q(electronic bk.)
020			_z9781118905739 _q(Hardcover)
020			_z9781118919767
020			_z1118919769
020			_a1118905733
020			_a9781118905739
020			_a9781306892926
020			_a1306892929
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035			_a(OCoLC)877564696 _z(OCoLC)884594220 _z(OCoLC)907477710 _z(OCoLC)908035760 _z(OCoLC)927375157 _z(OCoLC)961578672 _z(OCoLC)962611825
037			_a4E7441BA-E30D-4833-8C93-FE94CBED9CFD _bOverDrive, Inc. _nhttp://www.overdrive.com
042			_apcc
050	0	0	_aHF5415.5
072		7	_aBUS _x082000 _2bisacsh
072		7	_aBUS _x041000 _2bisacsh
072		7	_aBUS _x042000 _2bisacsh
072		7	_aBUS _x085000 _2bisacsh
082	0	0	_a658.8/34 _223
084			_aBUS019000 _2bisacsh
049			_aMAIN
100	1		_aTanner, John F.
245	1	0	_aAnalytics and dynamic customer strategy : _bbig profits from big data / _cJohn F. (Jeff) Tanner, Jr.
264		1	_aHoboken, N.J. : _bWiley, _c2014.
300			_a1 online resource (xviii, 235 pages) : _billustrations
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
500			_aIncludes index.
520			_a"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 be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance. Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include: Applying the elements of Dynamic Customer Strategy Acquiring, mining, and analyzing data Metrics and models for big data utilization Shifting perspective from model to customer Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works"-- _cProvided by publisher.
588	0		_aPrint version record and CIP data provided by publisher.
504			_aIncludes bibliographical references and index.
505	0		_aCover; Title Page; Copyright; Contents; Foreword; Preface; Acknowledgments; Part One Big Data and 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 and 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 versus Complex Models; Summary; Notes
505	8		_aChapter 3 Operationalizing StrategyConceptual to Operational; Operational Definitions; From Strategy to Action; Microsoft's DCS and Fail-Fast Mentality; Experiments and Decisions; Managing Decision Risk; Using Big Data Effectively; Summary; Notes; Part Two Big Data Strategy; Chapter 4 Creating a Big Data Strategy; Avoiding Data Traps; An Airline Falls into a Data Trap; Creating the Data Strategy; Summary; Notes; Chapter 5 Big Data Acquisition; Measurement Quality; The Truth and Big Data; Acquiring Big Data; Making Good Choices; The Special Challenge of Salespeople; Summary; Notes
505	8		_aChapter 6 Streaming InsightThe Model Cycle; Applications of Statistical Models; Types of Data-Types of Analytics; Matching Data to Models; Summary; Chapter 7 Turning Models into Customers; Mac's Avoids Mindless Discounting; Decision Mapping; Conversations and Big Data; Cascading Campaigns; Cascading Campaigns Accelerate Learning; Accelerating the Process with Multifactorial Experimental Design; Summary; Notes; Chapter 8 Big Data and Lots of Marketing Buzzwords; Customer Experience Management; Value and Performance; Performance, Value, and Propensity to Relate; Responsiveness
505	8		_aCitibank MasterCard Responds at Market LevelTransparency; Community; Cabela's Journey to Customer Experience; Summary; Notes; Chapter 9 Big Data Metrics for Big Performance; The Big Data of Metrics; Variation and Performance; Creating a Tolerance Range; Visualization; Creating the Right Metrics; Summary; Notes; Part Three Big Data Culture; Chapter 10 The Near-Simultaneous Adoption of Multiple Innovations; Building Absorptive Capacity; People, Process, and Tools; Managing the Change; Empowering Your Entrepreneurs; Konica-Minolta's Awesome Results; One Result: Customer Knowledge Competence
505	8		_aGlobal ImplementationNotes; Summary; Notes; Chapter 11 Leading (in) the Dynamic Customer Culture; Leadership, Big Data, and Dynamic Customer Strategy; Leadership and Culture; Movements; Exploiting Strategic Experimentation; Big Data, Big Decisions, Big Results; Afterword; Additional Readings; About the Author; Index; EULA
650		0	_aCustomer relations.
650		0	_aRelationship marketing.
650		0	_aBig data.
650		7	_aBUSINESS & ECONOMICS _xDecision-Making & Problem Solving. _2bisacsh
650		7	_aBig data. _2fast _0(OCoLC)fst01892965
650		7	_aCustomer relations. _2fast _0(OCoLC)fst00885533
650		7	_aRelationship marketing. _2fast _0(OCoLC)fst01093590
655		4	_aElectronic books.
655		0	_aElectronic books.
776	0	8	_iPrint version: _aTanner, John F. _tAnalytics and dynamic customer strategy. _dHoboken, New Jersey : Wiley, [2014] _z9781118905739 _w(DLC) 2014005246 _w(OCoLC)877562073
856	4	0	_uhttp://onlinelibrary.wiley.com/book/10.1002/9781118919767 _zWiley Online Library [Free Download only for SUST IP]
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