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Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Meanwhile, valuable information about consumer preferences continues to accumulate and overwhelm decision makers. It's time to tame the beast named Big Data.
Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing with a five-step plan for tackling big data insights.
Learn how to better understand the market and advance your overall strategy and marketing techniques. Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to ensure your business's success.
PRAISE FOR BIG DATA MARKETING
"There is both an organizational and an individual imperative for reading this book, internalizing its lessons, and continuing the pursuit of data-driven marketing."
From the Foreword by TOM DAVENPORT, Visiting Professor at Harvard Business School, Distinguished Professor at Babson College, Director of Research at the International Institute for Analytics, and Senior Advisor to Deloitte Analytics.
"Lisa Arthur has been an excellent CMO for a long time. Which is why if you're in marketing or in technology or like to read, this is a book you can't miss. She takes a difficult subject— big data—and not only explains it in terms that you can understand, but gives you a practical guide to using big data to gain insights that are valuable to marketers in any area of business. So, stop reading the back cover (and the inside cover) and buy this book and read it cover-to-cover. It is SO worth it."
PAUL GREENBERG, author, CRM at the Speed of Light, Fourth Edition, CRM magazine, CRM Hall of Fame Honoree, and ZDNet blogger.
"Big Data Marketing is a must-read for any business professional who works in or with marketing and is interested in improving its impact through either internal or external initiatives."
RANJAY GULATI, Jaime and Josefina Chua Tiampo Professor of Business Administration; Unit Head, Organizational Behavior; Chair, Advanced Management Program, Harvard Business School
"As a former marketing executive, I understand how important the customer experience is. Big Data Marketing, written by CMO Lisa Arthur, gives the C-Suite and their teams a roadmap and examples of how marketing can use that for their companies to leverage better data, improve go-to-market approaches, and ultimately engage customers more effectively."
PORTER GALE, former VP of Marketing of Virgin America, author of Your Network Is Your Net Worth
"Lisa's unbridled passion for her customers and for marketing done right shines through as she makes a cogent argument for the best ways to apply big data to marketing challenges. Lisa doesn't just preach the importance of big data, she illustrates sound principles with solid case studies and examples. A must-read for today's marketing professional."
DR. JEFF TANNER; PHD, Professor of Marketing and Director, Baylor Business Research Collaborative, Hankamer School of Business, Baylor University.
This book clearly outlines how to use customer data into integrated marketing programs.
Her 'been there, done that, here's how to do it better' candid writing style coupled with many interviews and examples makes the book valuable.
Lisa Arthur's book is the perfect introduction to the next stage of in the evolution of marketing.
I enjoyed every single page while reading through Lisa Arthur's Big Data Marketing book. Marketing Scorecard, data hairballs, ROMI, integrated marketing managent ... Read morePublished 1 month ago by hande garipce
Good bookbut making too much self-promotion for the company and for herself.Published 9 months ago by Bill Shen
Really good book about the power of Big Data in the field of marketing. I found this book provides intensively high perspective for handling more and more customer data. Read morePublished 12 months ago by Bikash Agrawal
Although the book is targeted to marketers, I think this book can be the perfect starting point to any person than wants to become a Data Businessperson. Read morePublished 12 months ago by Christian Ariza
“Why don’t you know your customers better?” Lisa Arthur’s diagnosis: “Your data is fragmented.”
“Today’s marketers must engage buyers and prospects with conversations,... Read more
Let me begin by stating that Marketing is not my expertise. I am an Enterprise Architect and a Software Development Testing Consultant. Read morePublished 13 months ago by killtaker
Learning much from this book on big data and how to apply it to my marketing role. Excited to implement some of the first steps detailed in the roadmap. Read morePublished 13 months ago by Suzanne Vitale
Lisa Arthur has been to the Big Data mountaintop, and she brings down with her a useful collection of insights that will help everyone from marketers to executives to understand... Read morePublished 13 months ago by James A. Dittes
Great read. Anyone in marketing should read this. Big data has changed everything, Arthur's book explains why and tells how use it effectively.Published 13 months ago by Ian Huckabee