Analytics and Dynamic Customer Strategy: Big Profits from Big

Authors

John F. Tanner Jr., Old Dominion University

Files

Description

Analytics and 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. … [From Amazon.com]

ISBN

9781118905739

Publication Date

2014

Publisher

Wiley

City

Hoboken, New Jersey

Keywords

Big data, Customer relations, Profits, Relationship marketing, Problem solving, Public relations

Disciplines

Business Administration, Management, and Operations | Business Analytics | Marketing | Public Relations and Advertising

Recommended Citation

Tanner, John F. Jr., "Analytics and Dynamic Customer Strategy: Big Profits from Big" (2014). Marketing Faculty Books. 3.
https://digitalcommons.odu.edu/marketing_books/3