Humanizing big data : marketing at the meeting of data, social science and consumer insight /

"Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advice on how t...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Strong, Colin (Business writer) (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Philadelphia : Kogan Page, 2015.
Temas:
Marketing > Data processing.
Internet advertising.
Customer relations > Management.
Marketing research.
Big data.
Marketing > Informatique.
Publicité sur Internet.
Marketing > Recherche.
Données volumineuses.
Customer Services.
Business Strategy.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Marketing > Research.
BUSINESS & ECONOMICS > Consumer Behavior.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Big data
Customer relations > Management
Internet advertising
Marketing > Data processing
Marketing research
Market research.
Customer services.
Business strategy.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Title; Copyright; Contents; Preface; Acknowledgements; 1 This changes everything; The breadth and depth of datafication; Datafication of sentiment/emotions; Datafication of interactions/relationships; Datafication of speech; Datafication of what is traditionally seen as offline activity; Datafication of culture; What is data?; Defining big data; Qualities of big data; Social data; Longitudinal data; Breadth of data; Real-time data; Unobtrusive data; Retrospective data; This book; Notes; Part One Current thinking; 2 Is there a view from nowhere?; Who are you talking to?
  • 4 Perils and pitfallsDangers of reading data: the pitfalls of correlations; Dangers of reading data: the frailties of human judgement; The pitfalls of storytelling; Mixing up narrative and causality; Is theory important?; Theory is there whether we like it or not; Big data can be misleading without theory; A middle way; Concluding thoughts; Notes; 5 The power of prediction; The growth of data available for prediction; How good is our ability to predict?; Understanding the limitations of prediction; Why some things are easier to predict than others: complex vs simple systems.
  • The influence of social effects on system complexityBuilding models to make predictions; Learning to live with uncertainty: the strategy paradox; Concluding thoughts; Notes; 6 The advertisers' dilemma; Online advertising metrics; Advertising blocking; Advertising fraud; Teasing apart cause and effect; Targeting problems when measuring effectiveness; Psychology of online advertising; Signalling; Disfluency; Concluding thoughts; Notes; Part Two Smart thinking; 7 Reading minds; The value of linking data sets; Knowing your customers; Understanding who we are from our digital exhaust.
  • The evolution of segmentationConcluding thoughts; Notes; 8 The ties that bind; Why making choices can be so difficult; Simplifying decision-making; The role of influence and 'influencers'; Identifying network effects; The implications of networks for marketing; Exploring the importance of social relationships; Concluding thoughts; Notes; 9 Culture shift; Seeing the world in new ways; Deconstructing cultural trends; Exploring the lifecycle of ideas through cultural analytics; From verbal to visual: the importance of images; Analysing cultural trends from images; Concluding thoughts; Notes.

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