Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight
- 3h 50m
- Colin Strong
- Kogan Page
- 2015
Between tweets, likes, comments, blogs, videos and images, today’s customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers?
This book offers advice on how to interpret and incorporate data into an organization’s overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels.
Topics covered include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy.
About the Author
Colin Strong is a leading consumer researcher who has worked with a wide range of global brands to help shape their consumer strategies. He uses consumer data to drive insight that was once the preserve of surveys, and to advise on ways to shape new consumer brand relationships. Behavioral science runs throughout his research practice, not only to design experimental approaches, but also to guide data analytics. He is also a regular speaker at conferences and a contributor to publications including The Huffington Post, Wired, Medialine, AdMap and Market Leader.
In this Book
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This Changes Everything
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Is There a View from Nowhere?
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Choose Your Weapons
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Perils and Pitfalls
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The Power of Prediction
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The Advertisers' Dilemma
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Reading Minds
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The Ties that Bind
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Culture Shift
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Bright Ideas
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Off Limits?
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Getting Personal
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Privacy Paradox
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