The big data-driven business : how to use big data to win customers, beat competitors, and boost profits / Russell Glass, Sean Callahan.

Includes bibliographical references and index.

Table of contents
Cover
Title Page
Copyright
Acknowledgments
Introduction: Why We Wrote This Book, and How It Can Help You
Chapter 1: Big Data, Big Benefits
Chapter 2: The Evolution of the Customer-Focused, Data-Driven Business
Chapter 3: The Evolution of the Buyer's Journey, or How the Internet Killed the Three-Martini Lunch
Chapter 4: The Marketing Stack—Why CMOs and CIOs Are Working Together
The Software in the Stack
Chapter 5: How Technology Bridges the Gap between Marketing and Sales
Technology Brings Harmony between Sales and Marketing at DocuSign
How Bizo Used Data to Boost Marketing–Sales Alignment
Chapter 6: Data and the Rise of Online Advertising
Early Uses of Audience Data
Early Marketing Analytics—Audience Auditing
The Rise of Internet Advertising
Ad Networks
Audience Platforms
Online Advertising Exchanges
Retargeted Display Ads
Social Media Advertising's Powerful Leap Forward
How Marketers Are Putting Data on Display
Chapter 7: Using Data to Better Understand Customers and Pursue Prospects
Netflix Flexes Its Data Muscle
SaaS and Its Powerful Window on the Customer
The Power of Predictive Lead Modeling
Data Isn't Reserved for Dot-Coms
Chapter 8: The Arrival of Left-Brained Leaders and the Rise of the Marketing Department
Chapter 9: Implementing a Big Data Plan (Sometimes by Thinking Small)
Eleven Principles to Follow When Bringing Big Data into Your Business
Chapter 10: Measurement, Testing, and Attribution
Data and Measurement
Measuring the Power of Display Ads
Data and Testing
Data and Attribution
Attribution's Big Day
Chapter 11: Data Can Be a Matter of Corporate Life and Death
The Dead
Near-Death Experience
Culture Clash
Missed Opportunity
Whistling Past the Graveyard?
Schadenfreude?
Chapter 12: Using Data Responsibly
Privacy and Online Advertising
Privacy and the Corporate Database
The Responsibility of Corporations
Chapter 13: Big Data's Big Future
How Cleversafe Harnessed the Power of Data
Key Trends Defining Big Data's Future
The Human Touch Remains Essential
Index
End User License Agreement

Get the expert perspective and practical advice on big data
The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data.

The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications.

Learn what big data is, and how it will transform the enterprise
Explore why major corporations are betting their companies on marketing technology
Read case studies of big data winners and losers
Discover how to change privacy and security, and remodel marketing
Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.