Overview
- Big data is the buzz word in business, with everyone striving to not only understand it, but to use it in their own discipline, this book will help marketing executives, brand managers, and IT professionals understand what BIG DATA means and how to capture it in a way that is useful for marketing
- This book will explain how the marketing function is undergoing fundamental changes, and how personalized advertising is being delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention, and then explain how to utilize it for their own success
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
About this book
About the author
Prior to joining IBM, Dr. Sathi was the pioneer in developing knowledge-based solutions for CRM at Carnegie Group. At BearingPoint, he led the development of Enterprise Integration, MDM, and Operations Support Systems/Business Support Systems (OSS/BSS) solutions for the communications market and also developed horizontal solutions for communications, financial services, and public services. At IBM, Dr. Sathi has led several Information Management programs in MDM, data security, business intelligence, advanced analytics, big data and related areas and has provided strategic architecture oversight to IBM's strategic accounts. He has also delivered a number of workshops and presentations at industry conferences on technical subjects including MDM and data architecture, and he holds two patents in data masking. His first book'Customer Experience Analytics' was released by MC Press in October 2011 and the second book 'Big Data Analytics' was released in October 2012. He has also been a contributing author in a number of Data Governance books written by Sunil Soares.
Bibliographic Information
Book Title: Engaging Customers Using Big Data
Book Subtitle: How Marketing Analytics Are Transforming Business
Authors: Arvind Sathi
DOI: https://doi.org/10.1057/9781137386199
Publisher: Palgrave Macmillan New York
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Nature America Inc. 2014
Hardcover ISBN: 978-1-137-38618-2Published: 30 July 2014
eBook ISBN: 978-1-137-38619-9Published: 15 March 2017
Edition Number: 1
Number of Pages: XIV, 215
Topics: Marketing, Market Research/Competitive Intelligence, Big Data/Analytics, Economics, general