What is included with this book?
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. 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.
Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
LISA ARTHUR is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world's leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events.
Part I: The Problem –How Did We Get Here?
Chapter One: Moving Out Of The Dark Ages
Chapter 2: Why Is Marketing Antiquated?
Chapter 3: The Data Hairball
Part II: Get Ready For Big Data Marketing
Chapter 4: Definitions For The Real World Of Big Data Marketing
Chapter 5: Meet The Modern Marketing Department (Michelangelo Meets Einstein)
Part III: The Five Steps To Data Driven Marketing And Big Data Insights
Chapter 6: Step One: Get Smart, Get A Strategy
Chapter 7: Step Two: Tear Down The Silos
Chapter 8: Step Three: Untangle The Data Hairball
Chapter 9: Step Four: Make Metrics Your Mantra
Chapter 10: Step Five: Process Is The New Black
Part IV: Realizing The Value Of Big Data Marketing
Chapter 11: Drive Value Through Relevant Marketing
Chapter 12: The Bright, Enlightened World Of Customer Experience
About the Author