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Big Data Marketing: Engage Your Customers More Effectively and Drive Value Hardcover – October 7, 2013


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Product Details

  • Hardcover: 208 pages
  • Publisher: Wiley; 1 edition (October 7, 2013)
  • Language: English
  • ISBN-10: 1118733894
  • ISBN-13: 978-1118733899
  • Product Dimensions: 9.3 x 6.2 x 0.8 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Best Sellers Rank: #279,842 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

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.

You'll discover:

  • How marketers can use data to learn what they need to know
  • How to make metrics your mantra
  • The five fundamental components of a successful strategy
  • Strategies to drive marketing relevance and Return On Marketing Investment (ROMI)
  • Approaches to managing marketing spend—a company's largest variable expenditure
  • How to drive value through relevant marketing
  • Proven ways to elevate customer experiences

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.

From the Back Cover

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.


More About the Author

Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events.

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Customer Reviews

4.6 out of 5 stars
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This book clearly outlines how to use customer data into integrated marketing programs.
Bikash Agrawal
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.
Christine Crandell
Lisa Arthur's book is the perfect introduction to the next stage of in the evolution of marketing.
Roger C. Parker

Most Helpful Customer Reviews

9 of 10 people found the following review helpful By Christine Crandell on October 13, 2013
Format: Hardcover
This is a no-nonsense, "call like it is" book on what marketing means in the 21st century. While the title says "Big Data" the book is more about how marketers, of all kinds and levels, need to think about and do their jobs. Granted, big data is a core part of understanding buyer experience expectations and making fast, smart decision,; the book goes well beyond the 'whys' and is designed for the seasoned CMO as well marketers starting their career.

What I found refreshing was that Lisa kicks off her discussion and makes the case for why the customer experience is the raison d' etre of marketing (chapter 3). Her humorous explanation of why marketing has lost much boardroom cred is equally refreshing as it is honest. In the context of the discussion of the evolving, healthy tension filled relationship between the CIO and CMO (chapter 5), the book does a great job of defining what a Chief Digital Officer (CDO) is. The discussion gives the reader enough information to understand there is no one-size fits all and how to define the role in a way that is best for your particular company and market.

With that as a back drop, the balance of the book is spent on Lisa's 5 marketing steps: Get smart/get strategic, tear down silos, untangle the data hairball, make metrics your mantra, and process is the new LBD. Don't let the snappy titles mislead you into thinking the chapters are lightweight fluff. Each is balanced with actionable advice, 3rd party expert input and discussion around topics that few authors are brave enough to tackle. For example, in step 1 - get smart, the chapter tackles head the lack of vision and strategy that abounds in so many companies these days.
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6 of 6 people found the following review helpful By Jennifer Meighan on January 4, 2014
Format: Hardcover
As an experienced marketer with many Public as well as private start-ups, I have experienced grand successes and devastating failures. The keys to the kingdom of true success lie in engaging customers in a way that inspires and delights them to loyalty. Of course, this drives revenue and value, but how to accomplish this in an age of information overload?
"Big Data Marketing" motivates me as a continuing student of marketing to pursue a new skill set by acquiring some IT expertise.
In the meantime, my impression of this text is that the recommendations are not only sound, but clearly understood.
The "Do's and Don'ts" sections and step-by-step approach to data-driven marketing are easily digestible.
The key point of collaboration across the enterprise is not to be underestimated.
Don't buy 1 copy of this text: buy 5 and give them to your counterparts in other departments!
The revelation of hiring marketing staff with IT experience and hiring IT staff with marketing experience is brilliant. I will keep this in mind for my next job search and for the hiring of additional staff members.
I am left with the thoughts of: Get Real. Collaborate. Align to Customer. Communicate. Accelerate. Win.
The vision of big data marketing as an ally to help us do beautiful, helpful things is attainable, and this text provides a starting point to turn that vision into reality.
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3 of 3 people found the following review helpful By David Bonalle on January 1, 2014
Format: Hardcover
This book is a critical guide for any marketer seeking to understand how they can leverage data and analytics to better serve and acquire new customers and have a larger business impact. Lisa does an outstanding job at clearly articulating why data and analytics are so critical to successful marketing as well as provides a clear road map for becoming a successful big data marketer. She delivers a great framework for thinking about big data marketing and very practical tips and case studies to guide the execution. I highly recommend this book.
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3 of 3 people found the following review helpful By Craig Saphin on December 8, 2013
Format: Kindle Edition Verified Purchase
Clear explanation with lots of examples - new ideas - ideal to start the discussion in your organisation when you are considering increased collaboration between the IT and Marketing divisions.
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3 of 3 people found the following review helpful By Jeffrey Hayzlett on December 3, 2013
Format: Hardcover
Big data is like a wild horse, you need to take it by the reigns and lead it to make it work for you. Lisa Arthur has mastered the ability to harness the power of engaging customers and creating scalable campaigns with advanced analytics. Her strategic insight and extensive knowledge shared in 'Big Data Marketing' will teach you how to turn data from being a complicated concept, into becoming an integral part of a successful action plan.
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3 of 3 people found the following review helpful By Sue Bydlon on November 26, 2013
Format: Hardcover
I think this is a great book. Understandable with real world examples.

According to Arthur;

1) The customer is now at the center of everything a marketer does
2) Marketing is asking and listening rather than pushing a message as was done in the past
3) Digital disruption has provided the tools a marketer can use to determine who is listening, what they are interested in and who they are sharing the message with. This information can readily be combined with information from customer service and operations to give business executives a real time picture regarding who is ready to buy what and when.
4) Successful organizations will have one master data depository that is shared across the organization
5) A team effort is essential. Marketers must tear down silos within their organization and partner with IT in order to succeed
6) Marketers will be measured AND REWARDED ON their success in engaging customers. Rewards will be based on metrics shared throughout the organization.
7) Metrics like ROI, ROMI, and ROMMI (return on marketing marginal investment) all will become common place to the marketer’ vocabulary in the future.
8) Process is key!

I think you will find the excellent advice contained in this book well worth the purchase price
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