Big Data, Analytics, and the Future of Marketing and Sales
Big Data, Analytics, and the Future of Marketing and Sales

Author: Mckinsey Chief Marketing & Sales Officer Forum

Publisher: Createspace Independent Pub

Published: 2014-08-02

Total Pages: 156

ISBN-13: 9781500721091

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Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago. The data big bang has unleashed torrents of terabytes about everything from customer behaviors to weather patterns to demographic consumer shifts in emerging markets. This collection of articles, videos, interviews, and slideshares highlights the most important lessons for companies looking to turn data into above-market growth: Using analytics to identify valuable business opportunities from the data to drive decisions and improve marketing return on investment (MROI) Turning those insights into well-designed products and offers that delight customers Delivering those products and offers effectively to the marketplace.The goldmine of data represents a pivot-point moment for marketing and sales leaders. Companies that inject big data and analytics into their operations show productivity rates and profitability that are 5 percent to 6 percent higher than those of their peers. That's an advantage no company can afford to ignore.

World Wide Data
World Wide Data

Author: Alfonso Asensio

Publisher: Business Expert Press

Published: 2017-12-18

Total Pages: 102

ISBN-13: 1947843044

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The world is currently in the midst of a data revolution. Consumers now inhabit a digital world and companies have no option but to follow them there. Governments are reviewing the rules of usage for consumer data in marketing and advertising in order to take advantage of the huge economic opportunity that the data driven economy represents. Companies, recognizing the opportunity, are hurrying to adapt by digitalizing their processes. They are putting pressure on their managers and working teams to learn how to make best use of the technology capabilities and their data resources. What is more, premier national companies have to compete in a global business field where their Silicon Valley-breed competitors have a substantial advantage in terms of digitalization and data usage. Written in plain English with illustrative examples and cases, this book is for the general manager who seeks a better grasp of this fast-changing business world and a better understanding of what will be required from he/she, not just now but in five years’ time.

AI in Marketing, Sales and Service
AI in Marketing, Sales and Service

Author: Peter Gentsch

Publisher: Springer

Published: 2018-10-22

Total Pages: 280

ISBN-13: 3319899570

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AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Predictive Marketing
Predictive Marketing

Author: Omer Artun

Publisher: John Wiley & Sons

Published: 2015-08-06

Total Pages: 217

ISBN-13: 1119037336

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Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.

Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing
Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing

Author: Singh, Amandeep

Publisher: IGI Global

Published: 2021-06-18

Total Pages: 310

ISBN-13: 1799872335

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The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it is active or passive, we are creating new data that can describe us. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers. Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing aids understanding of big data in terms of digital marketing for meaningful analysis of information that can improve marketing efforts and strategies using the latest digital techniques. The chapters cover a wide array of essential marketing topics and techniques, including search engine marketing, consumer behavior, social media marketing, online advertising, and how they interact with big data. This book is essential for professionals and researchers working in the field of analytics, data, and digital marketing, along with marketers, advertisers, brand managers, social media specialists, managers, sales professionals, practitioners, researchers, academicians, and students looking for the latest information on how big data is being used in digital marketing strategies.

Marketing and Sales Analytics
Marketing and Sales Analytics

Author: Cesar A. Brea

Publisher: Pearson Education

Published: 2014

Total Pages: 250

ISBN-13: 0133592928

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Today, an effective marketing analytics executive is even more important than a brilliant data scientist. That's because successful analytics investments now require managerial orchestration of many elements that go far beyond conventional definitions of analytics. Marketing and Sales Analytics examines the experiences of sales and marketing leaders and practitioners who have successfully built high value analytics capabilities in multiple industries. Then, drawing on their experiences, top analytics consultant Cesar Brea introduces overarching frameworks and specific tools that can help you achieve the same levels of success in your own organization. Brea shows how to: Establish the "ecosystemic" conditions for analytic success Reconcile the diverse perspectives that impact analytics initiatives ("Business v. IT," "Sales v. Marketing," "Analysts v. Creatives v. Managers," and "Everyone v. Finance") Decide what success will "look like" Agree on the questions to ask Organize both internal and external data Establish operational flexibility, and balance flexibility with efficiency Recruit the right people and organize them optimally Intelligently decide what to do yourself, and what to hire vendors for Balance research, analytics, and testing Implement proven research, analytics, and testing strategies Deliver results through storytelling (and recognize its limitations) Control the biases that creep into analytics research Maintain momentum, implement governance, and "keep score"

Data Mining Techniques
Data Mining Techniques

Author: Michael J. A. Berry

Publisher: John Wiley & Sons

Published: 2004-04-09

Total Pages: 671

ISBN-13: 0471470643

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Many companies have invested in building large databases and data warehouses capable of storing vast amounts of information. This book offers business, sales and marketing managers a practical guide to accessing such information.

Big Data Analytics
Big Data Analytics

Author: Kiran Chaudhary

Publisher: CRC Press

Published: 2021-12-27

Total Pages: 276

ISBN-13: 1000523551

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Big Data Analytics: Applications in Business and Marketing explores the concepts and applications related to marketing and business as well as future research directions. It also examines how this emerging field could be extended to performance management and decision-making. Investment in business and marketing analytics can create value through proper allocation of resources and resource orchestration process. The use of data analytics tools can be used to diagnose and improve performance. The book is divided into five parts. The first part introduces data science, big data, and data analytics. The second part focuses on applications of business analytics including: Big data analytics and algorithm Market basket analysis Anticipating consumer purchase behavior Variation in shopping patterns Big data analytics for market intelligence The third part looks at business intelligence and features an evaluation study of churn prediction models for business Intelligence. The fourth part of the book examines analytics for marketing decision-making and the roles of big data analytics for market intelligence and of consumer behavior. The book concludes with digital marketing, marketing by consumer analytics, web analytics for digital marketing, and smart retailing. This book covers the concepts, applications and research trends of marketing and business analytics with the aim of helping organizations increase profitability by improving decision-making through data analytics.

Advanced Digital Marketing Strategies in a Data-Driven Era
Advanced Digital Marketing Strategies in a Data-Driven Era

Author: Saura, Jose Ramon

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 342

ISBN-13: 1799880052

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In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.