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Synopsis
The world today is drowning in data. There is a treasure trove of valuable and underutilized insights that can be gleaned from information companies and people leave behind on the internet - our 'digital breadcrumbs' - from job postings, to online news, social media, online ad spend and more. As a result, we're at the cusp of a major shift in the way businesses are managed and governed - moving from a focus solely on lagging, internal data, toward analyses that also encompass industry-wide, external data to paint a more complete picture of a brand's opportunities and threats and uncover forward-looking insights, in real time. Tomorrow's most successful brands are already embracing Outside Insight, benefitting from an information advantage while their competition is left behind. Drawing on practical examples of transformative, data-led decisions made by brands like Apple, Facebook, Barack Obama and many more, in Outside Insight, Meltwater CEO Jorn Lyseggen illustrates the future of corporate decision-making and offers a detailed plan for business leaders to implement Outside Insight thinking into their company mindset and processes.
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About the Author
Jorn Lyseggen did his entrepreneurship training at Harvard Business School. He is a Norwegian/Korean who founded Meltwater News in 2001 with $15,000 of his savings and has since then grown it into a global leader in online intelligence with revenues in excess of $153 million. Jorn also founded the Meltwater Entrepreneurial School of Technology (MEST), a non-profit organization designed to provide training and mentoring to young African entrepreneurs.
Review
A must read. Lyseggen provides a road map for how to use market insights to transform how we run our organisations from the bottom up to the board room -- Peter Tufano, Peter Moores Dean, Oxford University Said Business School
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- PublisherPenguin UK
- Publication date2017
- ISBN 10 0241288266
- ISBN 13 9780241288269
- BindingPaperback
- Number of pages320
- Rating
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