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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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- PublisherSpringer
- Publication date2014
- ISBN 10 1137386185
- ISBN 13 9781137386182
- BindingHardcover
- LanguageEnglish
- Number of pages229
- Rating
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Gebundene Ausgabe. Condition: Neu. Neu neuware, importqualität, auf lager - Big Data is rapidly transforming a number of business functions across many industries. The biggest transformation is in how we market to our customers. This book shows marketers today how to seek small samples from their customers to observe their behavior, predict changes, and act using a series of unconnected business actions. Big Data has changed the game completely we can connect with customers, record every click on the web, watch every step in the store, and listen to all public conversations. Unlike today's environment, where marketers broadcast across a set of customer segments, we can now personalize our communications to each customer based on their current predisposition to the products being sold. The book makes three major propositions: 1. Big Data brings all the data to the table leading to a lot more detailed analysis and discovery. We can get a lot more understanding about consumer behavior. 2. Automation and Social Media drives a lot more influence on the decisions. We can converse with the customers as they make decisions and influence their decision-making using a series of sophisticated marketing tools. 3. The market leaders will integrate their resources and investment to optimize across a number of instruments in ways we have never seen before. These changes have tremendous impact on our marketing processes and capabilities. In the first half of the book, using a series of examples from big data pioneers, such as PF Chang's, Best Buy, Google, and IBM, Sathi describes how each marketing function is undergoing fundamental changes: how personalized advertising is delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention; how customer behaviors are collected from a variety of sources across many industries and examined to identify micro segments; and how online and physical stores collaborate to provide a unified shopping experience and deliver product information. The second half of the book examines the tools and techniques for marketing science in support of these capabilities including statistical techniques, qualitative reasoning, and real-time pattern detection, to name a few. Based on these changes, the book prescribes the changes needed to update our skill and tools for Marketing Analytics. Seller Inventory # INF1000425827
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