Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight (Paperback)
  • Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight (Paperback)
zoom

Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight (Paperback)

(author)
£19.99
Paperback 224 Pages / Published: 03/03/2015
  • We can order this

Usually dispatched within 1 week

  • This item has been added to your basket
Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets.

Publisher: Kogan Page Ltd
ISBN: 9780749472115
Number of pages: 224
Weight: 349 g
Dimensions: 235 x 158 x 13 mm


MEDIA REVIEWS
"In this brave new world, companies are pulled in two directions - do they make money from the vast quantities of data they are able to gain from interactions with their customers, or focus on preserving the intangible benefits of goodwill and positive brand orientation by respecting customers' autonomy and privacy preferences? Colin Strong's Humanizing Big Data marches into this minefield with cogent analysis and thoughtful advice for management and marketing about the new breed of information-aware consumer."--Dr. Kieron O'Hara, Senior Research Fellow "University of Southampton "
"[I]nvites readers to approach collecting Big Data with a more human-centered approach. ...The principles behind Humanizing Big Data can be implemented by a business of any size. After all, Big Data is everywhere: online, on social media, in CRMs, in email newsletter services, etc. The key is understanding how to use data that you have instead of the technology that you don't."--Charles Franklin "Small Business Trends "

You may also be interested in...

Stickier Marketing
Added to basket
£19.99
Paperback
Mastering Services Pricing
Added to basket
The Customer-centric Blueprint
Added to basket
Marketing Research Essentials
Added to basket
Why We Buy
Added to basket
£11.43
Paperback
Contagious
Added to basket
£8.99
Paperback
Customer Analytics for Dummies
Added to basket
Winning at New Products
Added to basket
Customer's New Voice
Added to basket
Hooked
Added to basket
£12.99
Hardback
Marketing Research: Tools and Techniques
Added to basket
The 22 Immutable Laws of Branding
Added to basket
The Practice of Market Research
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.