In Data We Trust
How Customer Data is Revolutionising Our Economy
1st Edition
Published on 2. August 2012
224 pages
978-1-4081-7953-6 (ISBN)
Description
Is it really possible for credit card companies to predict a divorce long before the couple in question know the end is nigh? Absolutely. All the information the companies need is already at their fingertips. The days of marketing professionals relying on 'gut feeling' are long gone, and intelligently analysed data streams make forecasting customer behaviour straightforward. As businesses all over the world fight hard and long for customer spend, it's the ones who transform data into smart data that will win the day, as data-crunch pioneers such as Google, Amazon and WalMart have shown.
Written by a team of experienced marketing experts this enlightening book describes the revolutionary change in the marketing environment in recent years, provides fascinating case studies and gives indispensable advice on smart use of customer data. It is an essential read not only for every marketing professional but everyone wondering what happens to their personal information once it's 'out there'.
Written by a team of experienced marketing experts this enlightening book describes the revolutionary change in the marketing environment in recent years, provides fascinating case studies and gives indispensable advice on smart use of customer data. It is an essential read not only for every marketing professional but everyone wondering what happens to their personal information once it's 'out there'.
More details
Edition
1. Auflage
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
Professional and scholarly
ISBN-13
978-1-4081-7953-6 (9781408179536)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Bjorn Bloching | Lars Luck | Thomas Ramge
In Data We Trust
How Customer Data is Revolutionising Our Economy
Book
08/2012
A&C Black Business Information and Development
€44.76
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Persons
Björn Bloching, Senior Partner at Roland Berger Strategy Consultants, is an experienced marketing expert and heads the consultancy's International Marketing & Sales Competence Center.
Lars Luck is Partner at Roland Berger Strategy Consultants and head of the 'Sales and Targeted Marketing' Practice Group.
Thomas Ramge is author of a number of books, including Die Flicks (The Family Flick), for which he was awarded the prestigious Wirtschaftsbuchpreis (Business Book Prize) by the Financial Times Germany.
Lars Luck is Partner at Roland Berger Strategy Consultants and head of the 'Sales and Targeted Marketing' Practice Group.
Thomas Ramge is author of a number of books, including Die Flicks (The Family Flick), for which he was awarded the prestigious Wirtschaftsbuchpreis (Business Book Prize) by the Financial Times Germany.
Content
- Cover
- Contents
- Introduction
- Part I: The Customer, That (Un)known Quantity
- 1.1 Don Draper Is Dead - The Limits of Traditional Marketing
- 1.2 Data Overload - Six Lessons CRM Hype Has Taught Us
- 1.3 The End of Intuition - Lessons Learned from the Online World
- Part II: Leveraging. Customer. Data.
- 2.1 The Mosaic of the Market - When We Know All the Customers, We Know the Market
- 2.2 What Would Wal-Mart Do? Use Customer Data Intelligently to Grow Profitably
- 2.3 Test the Test! Successfully Measuring Success
- Part III: Data Makes Markets - The Three Key Requirements
- 3.1 Keeping Customers in Mind - How Data-rich Companies Can Become Customer-focused Organizations
- 3.2 The New Creatives - The Right Partners in the Data Marketing Cycle
- 3.3 Privacy in the Age of Big Data
- Index
- A
- B
- C
- D
- E
- F
- G
- H
- J
- K
- L
- M
- N
- O
- P
- R
- S
- T
- U
- V
- W
- Z
