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Humanizing big data : marketing at the meeting of data, social science and consumer insight

Author: Colin Strong, (Business writer)
Publisher: London ; Philadelphia : Kogan Page, 2015. ©2015
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Strong, Colin (Business writer).
Humanizing big data.
London ; Philadelphia : Kogan Page, 2015
(DLC) 2015000570
(OCoLC)903812437
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Colin Strong, (Business writer)
ISBN: 9780749472122 074947212X
OCLC Number: 903931145
Description: 1 online resource (x, 212 pages)
Contents: Cover; Title; Copyright; Contents; Preface; Acknowledgements; 1 This changes everything; The breadth and depth of datafication; Datafication of sentiment/emotions; Datafication of interactions/relationships; Datafication of speech; Datafication of what is traditionally seen as offline activity; Datafication of culture; What is data?; Defining big data; Qualities of big data; Social data; Longitudinal data; Breadth of data; Real-time data; Unobtrusive data; Retrospective data; This book; Notes; Part One Current thinking; 2 Is there a view from nowhere?; Who are you talking to? 4 Perils and pitfallsDangers of reading data: the pitfalls of correlations; Dangers of reading data: the frailties of human judgement; The pitfalls of storytelling; Mixing up narrative and causality; Is theory important?; Theory is there whether we like it or not; Big data can be misleading without theory; A middle way; Concluding thoughts; Notes; 5 The power of prediction; The growth of data available for prediction; How good is our ability to predict?; Understanding the limitations of prediction; Why some things are easier to predict than others: complex vs simple systems The influence of social effects on system complexityBuilding models to make predictions; Learning to live with uncertainty: the strategy paradox; Concluding thoughts; Notes; 6 The advertisers' dilemma; Online advertising metrics; Advertising blocking; Advertising fraud; Teasing apart cause and effect; Targeting problems when measuring effectiveness; Psychology of online advertising; Signalling; Disfluency; Concluding thoughts; Notes; Part Two Smart thinking; 7 Reading minds; The value of linking data sets; Knowing your customers; Understanding who we are from our digital exhaust The evolution of segmentationConcluding thoughts; Notes; 8 The ties that bind; Why making choices can be so difficult; Simplifying decision-making; The role of influence and 'influencers'; Identifying network effects; The implications of networks for marketing; Exploring the importance of social relationships; Concluding thoughts; Notes; 9 Culture shift; Seeing the world in new ways; Deconstructing cultural trends; Exploring the lifecycle of ideas through cultural analytics; From verbal to visual: the importance of images; Analysing cultural trends from images; Concluding thoughts; Notes
Responsibility: Colin Strong.

Abstract:

Unlock the value of big data and realize the impact it can have both on customer understanding and better business performance with this authoritative guide.  Read more...

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"Colin Strong puts forward a compelling case that data can only take us so far; that what we do with data, and what data does to us, is a crucial, emerging piece of this important conversation around Read more...

 
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