The Big Data-Driven Business E-Book

Russell Glass

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Sprache: Englisch

Seitenzahl: 286

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

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

Guide

Cover

Table of Contents

Chapter 1

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The Big Data-Driven Business

How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

Russell Glass • Sean Callahan

Cover design: Wiley

Copyright © 2015 by LinkedIn Corp. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and authors have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the authors shall be liable for damages arising herefrom.

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ISBN 9781118889800 (cloth); ISBN 9781118889787 (ebk); ISBN 9781118889848 (ebk)

Acknowledgments

Russ would like to thank his wife, Robin, and his three lovely girls—Ava, Mackenzie, and Annika—for having the patience to put up with him every day.

Sean would like to thank his wife, Nancy, and his daughters—Sophie and Charlotte—for understanding the occasional weekends and late nights that were devoted to writing this book. He would also like to thank his mom and dad for reading to him as a boy and giving him a lifelong love of stories.

Together, Russ and Sean want to thank all of the Bizonians and our new colleagues at LinkedIn who helped with the creation of this book.

They also thank all of the people who shared their insights with them and who were indispensable in shaping the ideas contained in this book.

Introduction: Why We Wrote This Book, and How It Can Help You

We decided to write a book about big data and its impact on businesses, after many years working in and around companies and with executives who were seeing, increasingly, how data could change the courses of their careers and the trajectories of the businesses they worked for. We also saw incredible big data stories starting to hit the public's consciousness. There was Moneyball (W.W. Norton, 2003), the book by Michael Lewis about how Oakland Athletics general manager Billy Beane gained a huge advantage through big data. More recently, there was The Signal and the Noise (Penguin, 2012), Nate Silver's book exploring why so many predictions fail because of a lack of big data—or because of a misinterpretation of it.

Despite its obvious power, the understanding and use of big data have remained surprisingly sporadic in the business world. We see three types of people:

The Pioneers, who are embracing the troves of data that they have access to and who are truly transforming the way businesses are run and how customer communication is done.

The Frozen, who either don't know how to get started or don't seem to want to uncover the truths that data might deliver.

The Denialists, who don't believe that big data has any value to deliver and whose businesses are dead or dying.

The first group is far outnumbered by the latter two.

We realized that those people who are stuck can learn a great deal from the Pioneers who have come before them. These Pioneers are not only breaking new ground but executing at a high level, and all the while they are solving technological, organizational, and cultural issues to capture and use data to deliver outsized returns on investment. These Pioneers are delivering great experiences for their prospects and clients. They are giving rise to greater truth and better decisions by making more data available in boardrooms. And they are helping to create companies that truly understand what their customer needs are now and will be in the future.

The people and stories we highlight in this book are designed to bring you insight into the first waves of a sea change in how business is and will be done. Not only have they already brought huge upside into their organizations, but they are also positioning their companies to be long-term leaders in a highly competitive world.

We hope you find the journey as interesting as we do and come away with some insights on why and how big data is changing and should change the way business functions—whether within tiny start-ups or within the largest enterprises in the world. Our thesis starts with a simple premise: the companies that most effectively use big data to gain insight into their customers and act on that data will win. Be data-driven and customer focused, and you will reap the benefits.

We aim to show you how it's being done, and how you can get started. But first, let's go back to when the earth was still thought to be flat.

Chapter 1Big Data, Big Benefits

Data, information, facts—whatever term you want to use, collecting and analyzing data have played a crucial part in humankind's ability to survive and to thrive since the dawn of consciousness. The earliest humans shared with each other what they knew of the world from their brains, those powerful catalogers of data in their skulls: hunt now, not later; eat this, not that; sleep here, not there.