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Big Data Marketing: Engage Your Customers More Effectively and Drive Value Hardcover – October 7, 2013
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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.
- 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 spenda 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
Top Customer Reviews
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.Read more ›
"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.
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
Lisa has a very compelling writing style that challenges the reader. For instance, she calls the problem of data overload to be a data "hairball" - and that certain conjures up a visual image in the reader. She also talks about how much marketing has changed, with so many touch-points, so much data and so much pressure for results.
I'm also pleased to announce that the author will be my guest on Marketing Made Simple TV soon too. She and I will discuss the book on this show.
Most Recent Customer Reviews
This book is an excellent starting point for anyone interested in big data implementation! I've just finished reading it and I learned very interesting thoughts. Read morePublished 9 months ago by Dennis
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 11 months ago by hande garipce
Good bookbut making too much self-promotion for the company and for herself.Published 18 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 22 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 22 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 22 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 23 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 23 months ago by James A. Dittes