Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Analytics and Dynamic Customer Strategy: Big Profits from Big Data
    Analytics and Dynamic Customer Strategy: Big Profits from Big Data
    Analytics and Dynamic Customer Strategy: Big Profits from Big Data
    Ebook393 pages4 hours

    Analytics and Dynamic Customer Strategy: Big Profits from Big Data

    By John F. Tanner, Jr.

    ()

    Read preview

    About this ebook

    Key decisions determine the success of big data strategy

    Dynamic Customer Strategy: Big Profits from Big Data is a comprehensive guide to exploiting big data for both business-to-consumer and business-to-business marketing. This complete guide provides a process for rigorous decision making in navigating the data-driven industry shift, informing marketing practice, and aiding businesses in early adoption. Using data from a five-year study to illustrate important concepts and scenarios along the way, the author speaks directly to marketing and operations professionals who may not necessarily be big data savvy. With expert insight and clear analysis, the book helps eliminate paralysis-by-analysis and optimize decision making for marketing performance.

    Nearly seventy-five percent of marketers plan to adopt a big data analytics solution within two years, but many are likely to fail. Despite intensive planning, generous spending, and the best intentions, these initiatives will not succeed without a manager at the helm who is capable of handling the nuances of big data projects. This requires a new way of marketing, and a new approach to data. It means applying new models and metrics to brand new consumer behaviors. Dynamic Customer Strategy clarifies the situation, and highlights the key decisions that have the greatest impact on a company's big data plan. Topics include:

    • Applying the elements of Dynamic Customer Strategy
    • Acquiring, mining, and analyzing data
    • Metrics and models for big data utilization
    • Shifting perspective from model to customer

    Big data is a tremendous opportunity for marketers and may just be the only factor that will allow marketers to keep pace with the changing consumer and thus keep brands relevant at a time of unprecedented choice. But like any tool, it must be wielded with skill and precision. Dynamic Customer Strategy: Big Profits from Big Data helps marketers shape a strategy that works.

    LanguageEnglish
    PublisherWiley
    Release dateJun 17, 2014
    ISBN9781118919774
    Analytics and Dynamic Customer Strategy: Big Profits from Big Data
    Author

    John F. Tanner, Jr.

    John F. (Jeff) Tanner Jr. is Professor of Marketing at Baylor University’s Hankamer School of Business and an active consultant in the areas of marketing strategy and customer relationship management. He has published over 70 articles in the leading marketing journals, as well as 13 other books. Dr. Tanner’s experience includes working with start-ups, both in the profit and nonprofit sectors, as well as clients that include Cabela’s, Gallery Furniture, Teradata, NewLeads, Korcett, G2c, and a number of small, but fast-growing, companies.

    Related to Analytics and Dynamic Customer Strategy

    Related ebooks

    Business For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Further Insights

      Jun 9, 2021

      From our survey, marketers tell us there is a will to invest in tools to strengthen their analytics measurement and automation. But with challenges in user capabilities and know-how as well as a lack of human resources to deploy such MarTech how can

      4 min read

    • Article

      Catching The Cdp wave

      Sep 21, 2022

      Catching The Cdp wave
      5 min read

    • Article

      10 Elements of B2B Value

      Mar 29, 2018

      10 Elements of B2B Value
      8 min read

    • Article

      MARKETING MINDS: The indelible Mark Ritson

      Jun 25, 2020

      WHEN DID YOU HAVE THAT ‘AHA’ MOMENT FOR YOUR VOCATION AS A TEACHER OF MARKETING? I never did. My interest was always in marketing, and I ended up becoming a professor because of this interest. This is important because I think a lot of marketing prof

      4 min read

    • Article

      Insight Job

      Aug 1, 2017

      Insight Job
      4 min read

    • Article

      Strengthening Yourcompetitive Advantage

      Jun 30, 2021

      • Have you developed an up-to-date profit and loss statement?• Do you understand your current strengths and weaknesses?• Have you clearly articulated what needs to change in your organisation, and why?• Have you clearly mapped your change process? Ar

      2 min read

    • Article

      Mailchamp

      Feb 1, 2018

      Mailchamp
      13 min read

    • Article

      Back To Basics

      Jun 22, 2023

      DAVID: WHAT ARE SOME OF THE CHALLENGES FACING BRANDS TODAY? MARK: A lot of senior marketers are obviously struggling with budget. I think we are at a point now, where marketers know that they need to spread their money top and bottom of funnel, long

      7 min read

    • Article

      Where’s The Money?

      Nov 20, 2019

      Where’s The Money?
      14 min read

    Related categories

    Reviews for Analytics and Dynamic Customer Strategy

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      Analytics and Dynamic Customer Strategy - John F. Tanner, Jr.

      vbbook_preview_excerpt.html|˒F寠5$"ɧX4Ҙ(R%Jd<"D j3ԗ9;Pi1fe%f&{}]Vnڿ?bhv M0ٺ˦ˇ~\V~vߕNNg}mOq2=g}w8qY]m좩EΏهf\z}wٷQr;V}3>+쭫]ң7Y!kVٰ)嫹ʦζn-=vM1Xdt8~J媬.ˆ$j-ǭw܅|>tM] *8UL!ʲ^/0Gta]{ k!sXc]@8=ywNO6}vճٿ%l:7vi!%gKmWb])j9~4J ݈7q[_B+Gw>ӢVA9~9Դ)w]ys52&;9"ճgON?>9Yd+kO?(Z엙W8ُPްƴm\,=X WŽ蠟읧R*ǒw1ts6;yvF??zzrz6:Ѫ=7Çsi#=e*w%t]eU>\]@ 4I2ruT#۸+ƗH5+H…%7\6傏„ܥF )YύlM&´0(xc=FCq4Q!U}ΪEsrEa2Ôlj iШ $N*E=q2+:|(>y_°wpM>-ޅyU8ß⪄ i?@ZnA 'K8}?7cHF8{3F-=քuK{;;ult+I92MOaW'o{=yvv諯iuD[ YڶS<\Sy0%N.3z権  &] gF2p߅02݌}n3Moce(צ8+ Mt8|C겷8^Ty(ְ0 ߓ1GhvuոfL{57@X5U8m;-i-[dW%3;zo^y$W/P\S{EA`sTGglcŗ(9d"+o`{|ʐG^drL5[`q9<\]af6юY_c/οNNO}u٣]9ycwv~'='=78d֝}ggdMBKK?,Gy h^O;'OzԨw'Ϗ1VUgɓOo?%k<{ʟp&ywbh|:-ϥlB|60Ɉ HM.`CD 0ALI_m7P$r+.+(@&fgg|ۀN1 M@<~HD5L?N- +}-݁s`켁frߘ)@~8P7 XݢlA4K۴{YZtVWj^0Ԃ+lR#uƴf%wn/.0~OlݛnA! 8Td$vjj>pƬ†+(ӕ"4rfu&B+jFġ@4i<Pc)ANfP2ysR.mrVƿzW+WVzŭ_=<=\|%`(!l챭\.x B^59alc'au`*"c5S5pABܥ ;?{UDJaq^N::%UuM T%.hoX <5\o`y͎p orXE;7./)bj%c(H12Ln hԓ"Ϙyye]Z.`Υm+(̘*JU[9! nYv W}hhpʲo^[%hB\P=WClW# __v`TmP2i}\FHM0hae^l"A쵪us{ ĴcͼMʸĎdf[P F$!I`kfʸEg_8:]Klb=@vW^i{$c"2\0WU)W6!V// 2dn YBn1-NM{Y?83i,ssWU+ŸץiuYA{ڷyY7:p@c~.,S Ҧ$Si# TfT 9RW76L_,Ҵσj#<DkL 1R}(lZ þ\\iϵtaS=s*;m cH>)6 Dp 3o2bH2UA3fC~p4K( +Vq#CT)_aAJ]?hUBr*^"LA&Pk9s u N2-W} +%nvuô ABBb&\EdEaIJ`o+9y9e,( qM0~9`n_ֈ:q Ma ^tXFe篚jL QJA:OD(d:qs5] ܙ-c%pukɴW Їu)+ $vɬɱd KۖdW}= .Wi:Aѕmϕ'<ׅGT]Ck`^n Ho$[܉"& DŬ^ iCtb܁|l'3"7HTTι\D@ ,SHsX$4>@c}hᕰ>C̛Ze= .du)dus0޴[H}eo23ʠ,yg#{lc8+ecK>#Omxl'x 0,;8&%|ӆ;SW%R%*7 훪,bo ِ5a,Jo2RfTYX7u^[#ύ^&|8 %t1~e} "K5~s&DQ #8KS9se'$l:"ßS)Hc^u+l~* uLh+;;9={gk1$/ܕ γ}wq?9eDfhUhS u?Ȯ+|VYeŠ؛P^q!;w^gtN tS_;&z{fzͨ)st_L\ie0ٮ|e̍Ro}59U `THATEIPҿs;TE$ c4+P)ޛmw0L%օ5`E<Lhk̤5R%))-X}}PeS xü_c[9ПfYWʢ6 i_;1{bMw~bNP>OB\" ,3!K&2Deݱ_5ă2Lјo*ba&5mF%w}0O@p7W`) BTŵe/vN^#3 }h)N|T! !f4?r,X5ǂܥ MȾ'=F6T>g_48!}vccu쓧jX9tD؏T1f>u:kyp0p|:>z}*u~Â?~Obc17-| I+24Z;7ಈ`!$gOd [`ZdxwƘ _*d?)Q-汔Sb,-z~_Fߓضfvg5Iuid6="AxPnRalq;``TK_@ e,o`9*EwTAh\Zɷ@X6Ū#BS,5UPL0Wb:X6Oi8Bt>RWՅ2(#VN9vryk͆]H6a7Y !Fź=:{njϰ҈䕷rQ#znL*8{51MqM)U(圯1?|&*ڹBTQ݆5%ƥt6{(?WR"1[vgSʩXt~v3>?{0ڟn. svnT܏H놽T)(ʔX7VR U2PL78 EJyx;: Kf2c,2X`r2ԝ%ıyW.CZYި+Sʱyb@Rj˕0}g^*k5~FR/_I *f~w[ڍIP)~9dG5-})Ymsho_gobeJ7Gk찲@u˘|Uvݸ(PSDyB2^r)j/ -p.[r|#8{GUu?<, JҴ)הruƔ/b8[Y邁Xqu0%CDq"Զa=juu|/u87H{Vo!^Wp` 0C_(A+:T٧f_A{mO {-a(LzAicnm~cCsX DJJJliC]D9(;Ya4} 0KJz8_W%2t 23]5U9G!G.CoDbrUُ bdl͟e=^5V*JV1\.KC(ns=$!Z[6HH7,% #5db +MHƉSѢLfZ)gn Pj#Vu[:]:n(Eb-N;lڒ 704״0ر ~0vo~vG-=yb/۱ZQ1zF"<9c1ʢ mww:-OбtfaoN<$mC)Fs}ГI'&-R{T{qQ "F#Ak,qľޔ+`Ϛ8ڐG='c`]) TR9-5awٛn،]|SzpN+S,$1]a7Ltj<݆ʛ`K_ԷʱQly9.>S>rB%,z_b׍+{k|kofwt-uWl/1}@]*:w :W޲X$)lɭQ+QhA8%3BWUfXK\\##1i M ;}S̲XU10US%z$nxoEOw[TiOQJ;Hyu@m[: N,D{ y_A@4maGtx줦ƴkC; Kl$>iޏ8D *817*$^U<~3JXC>ֻ%baas,064B8 qHt\| 奊s/,[{m" 9q  VӷZrx:e^hnY%RU3D9nw 7]#IS=!U}}*4$׮[eSvOUx~b] t\Bt/ FF-bRrv[^ar.^pZ48'Ww5n|+_P-x. t _ʹY˃,=FQ"+ḛ"ҪI";CA;^^fI _&+f[ꗹi$;mQ _kCzzht#;&뛑ޛIqH؅)[HYm~ǚ0&ЌsNlM /򊌼:cno~C- ZHDp_& CukIy¼Fw`sv>C7$wa[-V8!A-C]LԢto1vr `Vx&̬eKYJ>.z=~xt[e=?v-u~˂3pp=kې[7ZDZ]ITށ;)RL.t߳?#5F}ʼM#:]n.z[0g''Ɩxe*Riݝ>;ƣDC+ۺ^R<@-bZ#uC#kj*]ba9͙1K]pK=X[+٪lDȎF'3~؉K/xTFr UiטThe\vuY7upaV]Csx O8PKW~B;^ӣ?oSlwY+[8oW7m|izۊ@Hi tJoՁ/ 3Yge,c6B`1{lcW n=aqz)$#q{8 BUg߆9l]n@#7gz .(*+34=qiPM~iwG&\̕Ұ>bՋ=|a4_Y ]rs*β5HldEw+%=Pe)'C't-ԶoXgYqy+>f֎Ci߬`*}MPh}~,;uv$,#^:F`x^䫪vq>4^*u1\+rlam)q/Luv]0!sr\^%@E^Xlxxi ,a&$P م>QVz\o﫰.Eĵ4F$ٻz{{%4]PvKJ˚_.BK ZlE$;;~B;!UrQZ}x{{t!WԳN0ms Sr.UEiDnkDžRIBNGb΀@A ) uX!NE1sfWa.٭\)b"]YgR[/:K8/$\3& Nuf 5t[C+_bO3ETSJ8ā87b^'.-S_t?N!{kAcC"HGզ[, )fb||a - `VّOz7KyuS*r:-B"7"q$.9֙vSvu>&Rz.IJ|m `}Ts͝ciYxLJ~gz1Eս!ws0CbL]!Q?MjݬӁp?BӅ}B |VQLis7=>s##GOfLBZ}('=x7,cjJP:.Yz3-FPݚɭOM(ʬW&AWoH :~+$\Rd^='^ܾ Pnqv.UxiGOlu)'>~rG ΁dܯvfK2MƲkAlufZGsxޞD"Ho]45 vNOR >x"{BM[XP,GTR$\
      Enjoying the preview?
      Page 1 of 1