Synopsis
Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.
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About the Author
Dr. Arvind Sathi is a Cognitive Scientist with IBM®'sCognitiveSolutions team. Dr. Sathi received his Ph.D. in ArtificialIntelligencefrom Carnegie Mellon University and worked under Nobel Prize winner Dr.Herbert A. Simon. Dr. Sathi is a seasoned professional withmore than 20 years of leadership in Information Management architectureanddelivery. He works with IBM clients worldwide to envision andarchitectcognitive solutions. Prior to joining IBM, Dr. Sathi was thepioneer in developing cognitive solutions at Carnegie Group. At KPMG, he led thedevelopment of Enterprise Integration, MDM, and OperationsSupportSystems/Business Support Systems (OSS/BSS) solutions forthecommunications market and also developed cross-industryanalyticssolutions, which were implemented in communications services,financialservices, and public services. At IBM, Dr. Sathi has ledseveralanalytics programs including MDM, data security, advancedanalytics, big data and related areas and has provided architectureoversight to IBM's strategic accounts. He has also delivered a number of workshops andpresentations at industry conferences on technicalsubjects includingIM, Big Data & Advanced Analytics, and he holdstwo patents in data masking. He has published three books on analytics - CustomerExperience Analytics, Big Data Analytics , and EngagingCustomers UsingBig Data and releasing his fourth book titled "Cognitive(Internet of)Things" in October 2016 . He has also been a contributingauthor in anumber of Data Governance books written by Sunil Soares, andhaspublished a article series on Advanced Analytics for IBMDeveloperWorks.
Arvind Sathi is a member of IBM's Academy of Technology.
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