The Big Data-Driven Business by Glass, Russell -- Read -- Imperial Library of Trantor

Index

The Software in the Stack

Marketing Automation Software Business Intelligence Databases CRM Systems Content Management Systems Blogging Platforms Data Management Platforms Analytics Tools Social Media Management Software Predictive Lead Scoring Customer Service/Call Center Software E-Commerce Platforms Search Engine Management Platforms Demand-Side Platform (DSP)

Chapter 5: How Technology Bridges the Gap between Marketing and Sales

Chapter 6: Data and the Rise of Online Advertising

Early Uses of Audience Data Early Marketing Analytics-Audience Auditing The Rise of Internet Advertising Ad Networks Audience Platforms Online Advertising Exchanges Retargeted Display Ads Social Media Advertising's Powerful Leap Forward How Marketers Are Putting Data on Display

Zend Technologies Zuora The LiveAds Zendesk

Chapter 7: Using Data to Better Understand Customers and Pursue Prospects

Netflix Flexes Its Data Muscle SaaS and Its Powerful Window on the Customer The Power of Predictive Lead Modeling Data Isn't Reserved for Dot-Coms

Eleven Principles to Follow When Bringing Big Data into Your Business

Focus on the Customer to Determine What Questions You Want Your Data to Answer It's Big Data, but Start Small Don't Bet Everything on Technology Hire the Right People Maintain Some Control of the Technology Piece Measure, Measure, and Measure Some More Stay on Top of Your Data and the Processes Around That Data Conduct a Data Audit and Strive to Integrate Data Silos Cooperate with IT, Sales, Human Resources, and Other Stakeholders Practice Good Data Hygiene Develop a Road Map, but Anticipate Detours

Chapter 10: Measurement, Testing, and Attribution

Data and Measurement Measuring the Power of Display Ads Data and Testing

Test No. 1: MyCase Test No. 2: Better Business Bureau

Data and Attribution Attribution's Big Day

Chapter 11: Data Can Be a Matter of Corporate Life and Death

The Dead

Digital Equipment Corporation Blockbuster Tower Records and Borders

Near-Death Experience Culture Clash Missed Opportunity Whistling Past the Graveyard? Schadenfreude?

Chapter 12: Using Data Responsibly

Privacy and Online Advertising Privacy and the Corporate Database The Responsibility of Corporations

13. Big Data's Big Future

How Cleversafe Harnessed the Power of Data Key Trends Defining Big Data's Future

Personalization Integrating Data Silos and Platforms Marketing Measurement Predictive Analytics Mobile Internet of Things Privacy and Security Product Development Social Media Content Marketing Your Industry Will Not Escape

The Human Touch Remains Essential

Index End User License Agreement