Get the expert perspective and practical advice on big dataThe 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 examplesfrom Nate Silver to Copernicus, and Apple to Blackberryto 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 customerswho 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.
| Acknowledgments |
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vii | |
| Introduction: Why We Wrote This Book, and How It Can Help You |
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ix | |
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1 | (14) |
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2 The Evolution of the Customer-Focused, Data-Driven Business |
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15 | (10) |
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3 The Evolution of the Buyer's Journey, or How the Internet Killed the Three-Martini Lunch |
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25 | (10) |
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4 The Marketing Stack---Why CMOs and CIOs Are Working Together |
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35 | (20) |
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The Software in the Stack |
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48 | (7) |
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5 How Technology Bridges the Gap between Marketing and Sales |
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55 | (14) |
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Technology Brings Harmony between Sales and Marketing at DocuSign |
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62 | (2) |
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How Bizo Used Data to Boost Marketing--Sales Alignment |
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64 | (5) |
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6 Data and the Rise of Online Advertising |
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69 | (16) |
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Early Uses of Audience Data |
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72 | (1) |
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Early Marketing Analytics---Audience Auditing |
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73 | (1) |
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The Rise of Internet Advertising |
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74 | (1) |
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75 | (1) |
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75 | (1) |
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Online Advertising Exchanges |
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76 | (1) |
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77 | (1) |
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Social Media Advertising's Powerful Leap Forward |
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78 | (1) |
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How Marketers Are Putting Data on Display |
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79 | (6) |
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7 Using Data to Better Understand Customers and Pursue Prospects |
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85 | (12) |
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Netflix Flexes Its Data Muscle |
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88 | (2) |
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SaaS and Its Powerful Window on the Customer |
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90 | (1) |
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The Power of Predictive Lead Modeling |
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91 | (2) |
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Data Isn't Reserved for Dot-Coms |
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93 | (4) |
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8 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department |
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97 | (16) |
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9 Implementing a Big Data Plan (Sometimes by Thinking Small) |
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113 | (20) |
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Eleven Principles to Follow When Bringing Big Data into Your Business |
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123 | (10) |
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10 Measurement, Testing, and Attribution |
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133 | (16) |
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136 | (2) |
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Measuring the Power of Display Ads |
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138 | (1) |
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138 | (2) |
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140 | (4) |
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144 | (5) |
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11 Data Can Be a Matter of Corporate Life and Death |
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149 | (20) |
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155 | (6) |
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161 | (1) |
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162 | (3) |
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165 | (1) |
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Whistling Past the Graveyard? |
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166 | (1) |
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167 | (2) |
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12 Using Data Responsibly |
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169 | (14) |
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Privacy and Online Advertising |
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173 | (3) |
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Privacy and the Corporate Database |
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176 | (3) |
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The Responsibility of Corporations |
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179 | (4) |
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183 | (26) |
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How Cleversafe Harnessed the Power of Data |
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187 | (1) |
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Key Trends Defining Big Data's Future |
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188 | (18) |
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The Human Touch Remains Essential |
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206 | (3) |
| Index |
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209 | |
RUSSELL GLASS is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014.
During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company.
Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles.
Hes passionate about family, Duke basketball, golf and just about anything in HD.
SEAN CALLAHAN is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine, Salon.com, and SI.com.
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