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The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits
Get the expert perspective and practical advice on big data.
The Big Data-Driven 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 audiobook uses real-life examples - from Nate Silver to Copernicus, and Apple to Blackberry - to 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 US 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 customers - who 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. Listen to 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 this audiobook provides the practical guidance businesses need.
The Big Data-Driven 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 audiobook uses real-life examples - from Nate Silver to Copernicus, and Apple to Blackberry - to 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 US 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 customers - who 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. Listen to 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 this audiobook provides the practical guidance businesses need.
- GenresBusiness
Audible Audio
First published November 6, 2014
29 people are currently reading
250 people want to read
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Displaying 1 - 8 of 8 reviews
June 2, 2015
Book gives a very simplistic look at how data is being used by large companies. Most examples are marketing centric. Some of the more interesting examples such as Target's use of shopping data I've heard explained in other books with more technical detail and depth. Same for Netflix and Google as examples. No technology is explained here and many of the challenges of working with large data sets are ignored or barely touched on. Most of the examples are widely known and advice is so simplistic it can be summed up as "hire more IT people and use them go capture more data." Not at all inspiring or insightful.
December 21, 2017
The Big Data-Driven Business by Russel Glass and Sean Callahan is an overview and explanation of the famous and mysterious buzzword “Big Data”. The book was successful at simplifying the concept of Big Data and its accompanied technologies. In addition to that the book managed to deliver a number of success stories of companies that couldn’t have reached their market stature without adopting a data driven approach, implementing it across their departments. and integrating it into their culture.
The book starts with defining the concept of Big Data and lists the different benefits derived from adopting a Big Data driven approach by mentioning countless examples of successful companies. The authors then go on to talk about the history and evolution of both the of the customer focused approach and the customer buying journey. After that, they talked about the growing importance of the relationship between the marketing and IT department and more specifically the CMO & CIO. They also talk about the ‘Marketing Stack’, which is a term that encompasses a group of technologies that marketers leverage to execute, analyze, and improve their marketing activities. This includes all technologies that marketing teams use, from marketing automation to data enrichment and analytics. Lastly, the authors talked about the implications of using big data for commercial purposes, and the legal ramifications related to the use of private and personal information.
I enjoyed the book to the fullest, and aside from providing a pleasant narrative, it also was quite informative and insightful. The idea of the marketing and IT department joining forces as businesses are becoming more and more digitalized was interesting for me. I was astonished at the advanced state of technology that enabled precise predictions of customers behavior.
However, I disagreed with the authors on a couple of points. Firstly, I believe that the book needs to add more technical information and definitions when it comes to Big Data. They also need to distinguish between the meaningful data and junk data which is the majority of the data on the internet. Secondly, I believe that the authors took the subject of privacy lightly, and didn’t explore the issue further, at least as I hoped.
Overall, I give the book 3 stars.
The book starts with defining the concept of Big Data and lists the different benefits derived from adopting a Big Data driven approach by mentioning countless examples of successful companies. The authors then go on to talk about the history and evolution of both the of the customer focused approach and the customer buying journey. After that, they talked about the growing importance of the relationship between the marketing and IT department and more specifically the CMO & CIO. They also talk about the ‘Marketing Stack’, which is a term that encompasses a group of technologies that marketers leverage to execute, analyze, and improve their marketing activities. This includes all technologies that marketing teams use, from marketing automation to data enrichment and analytics. Lastly, the authors talked about the implications of using big data for commercial purposes, and the legal ramifications related to the use of private and personal information.
I enjoyed the book to the fullest, and aside from providing a pleasant narrative, it also was quite informative and insightful. The idea of the marketing and IT department joining forces as businesses are becoming more and more digitalized was interesting for me. I was astonished at the advanced state of technology that enabled precise predictions of customers behavior.
However, I disagreed with the authors on a couple of points. Firstly, I believe that the book needs to add more technical information and definitions when it comes to Big Data. They also need to distinguish between the meaningful data and junk data which is the majority of the data on the internet. Secondly, I believe that the authors took the subject of privacy lightly, and didn’t explore the issue further, at least as I hoped.
Overall, I give the book 3 stars.
February 17, 2015
The Big Data-Driven Business by Russel Glass and Sean Callahan give their perspective and examples around big data. This book was loaded with information. Here was what I will take away from this book:
The most effective strategy to get a 360 view of what the customers and prospects are doing is for companies to have a fully integrated marketing stack: MAP, CRM, Data management and Analytics tools. This will help serve up relevant messages at the right time and anticipate needs and create products the customer base did not even know they wanted. Companies benefit most when they bring all the data into one central repository. Other technologies to consider for big data in marketing are DSP, DMP, programmatic media buying, dynamic display ads and predictive leads scoring.
Over time we have seen the buyer’s journey has dramatically changed. In 2012, Forrester Research showed that a buyer could be 90% though the buyers journey before they contact a vendor. Buyers once relied on sales people for information, but now leverage the Internet to learn about products, read reviews and gain peer opinion through social networks.
Companies need to find commercial insights that can help position them as a solution different from what the others in the market are offering and create content to educate the customer.
Through the marketing stack, marketing has access to the digital body language of customer & prospects. We can use retargeting or make specific offers based on this digital body language. Analyze your data to find what data points indicate that a prospect is ready to buy or a customer is ready to upgrade.
Driving leads that are based on data is central to the way the relationship between sales and marketing is constructed. Marketing should build extremely targeted and customized communication plans for sales. Marketing also needs should focus tactics to drive users through different stage of the funnel. At the top of the funnel, use display ads to drive brand awareness. In the mid-funnel, engage and educate users using display and social media ads that promoted tools such as ebooks, whitepaper & webinars. In the lower funnel, use retargeted display advertising to offer a free trial of services.
Break conversions into “soft conversions” such as blog post reads, watch videos or interacting with online content without supplying email and “hard conversions” where the user shares their email to get a white paper or other asset. Analyzing individual content pieces can provide insight into which ones are the most influential in driving prospects through the marketing funnel.
Leverage attribution models to determine the effectiveness of marketing tactics. Last click attribution tends give too much credit to the lower funnel without recognizing the efforts that got prospects into the funnel in the first place or nurturing and educating them to move them further into the funnel. It ignores the buyer's journey. Rules-based attribution tries to assign a values to a particular tactic based on predetermined rules or weights. Algorithmic attribution assigns values to each interaction based statistical regression to find the correlation between marketing activities and sales data. These data driven models typically provide the most accurate picture.
For big data, we should always be collecting and measuring. The enhanced measurement capabilities of digital marketing and the ease of A/B testing in digital environments enables marketers to put more money behind effective programs. Digital programs can be measured in real time and should be monitored on a weekly, daily AND hourly basis.
Stay on top of your data and processes around that data - technology is inextricably linked with a marketing's goals. Strategy and software are bound together. Conduct a data audit and strive to integrate data silos- a data audit can help identify what we have access to and give a better handle on what data we actually need to boost revenue and profits.
It is also important to leverage big data to challenge your business to deliver offerings that are cheaper and better. It is better to develop these new offerings yourself before others do. It is better to cannibalize yourself than be eaten by your competition. Think Blockbuster, Borders and Tower Records.
The most effective strategy to get a 360 view of what the customers and prospects are doing is for companies to have a fully integrated marketing stack: MAP, CRM, Data management and Analytics tools. This will help serve up relevant messages at the right time and anticipate needs and create products the customer base did not even know they wanted. Companies benefit most when they bring all the data into one central repository. Other technologies to consider for big data in marketing are DSP, DMP, programmatic media buying, dynamic display ads and predictive leads scoring.
Over time we have seen the buyer’s journey has dramatically changed. In 2012, Forrester Research showed that a buyer could be 90% though the buyers journey before they contact a vendor. Buyers once relied on sales people for information, but now leverage the Internet to learn about products, read reviews and gain peer opinion through social networks.
Companies need to find commercial insights that can help position them as a solution different from what the others in the market are offering and create content to educate the customer.
Through the marketing stack, marketing has access to the digital body language of customer & prospects. We can use retargeting or make specific offers based on this digital body language. Analyze your data to find what data points indicate that a prospect is ready to buy or a customer is ready to upgrade.
Driving leads that are based on data is central to the way the relationship between sales and marketing is constructed. Marketing should build extremely targeted and customized communication plans for sales. Marketing also needs should focus tactics to drive users through different stage of the funnel. At the top of the funnel, use display ads to drive brand awareness. In the mid-funnel, engage and educate users using display and social media ads that promoted tools such as ebooks, whitepaper & webinars. In the lower funnel, use retargeted display advertising to offer a free trial of services.
Break conversions into “soft conversions” such as blog post reads, watch videos or interacting with online content without supplying email and “hard conversions” where the user shares their email to get a white paper or other asset. Analyzing individual content pieces can provide insight into which ones are the most influential in driving prospects through the marketing funnel.
Leverage attribution models to determine the effectiveness of marketing tactics. Last click attribution tends give too much credit to the lower funnel without recognizing the efforts that got prospects into the funnel in the first place or nurturing and educating them to move them further into the funnel. It ignores the buyer's journey. Rules-based attribution tries to assign a values to a particular tactic based on predetermined rules or weights. Algorithmic attribution assigns values to each interaction based statistical regression to find the correlation between marketing activities and sales data. These data driven models typically provide the most accurate picture.
For big data, we should always be collecting and measuring. The enhanced measurement capabilities of digital marketing and the ease of A/B testing in digital environments enables marketers to put more money behind effective programs. Digital programs can be measured in real time and should be monitored on a weekly, daily AND hourly basis.
Stay on top of your data and processes around that data - technology is inextricably linked with a marketing's goals. Strategy and software are bound together. Conduct a data audit and strive to integrate data silos- a data audit can help identify what we have access to and give a better handle on what data we actually need to boost revenue and profits.
It is also important to leverage big data to challenge your business to deliver offerings that are cheaper and better. It is better to develop these new offerings yourself before others do. It is better to cannibalize yourself than be eaten by your competition. Think Blockbuster, Borders and Tower Records.
February 12, 2016
Good overview of how data is driving the marketing profession to adopt new tools, processes, and approaches to business. Published in early 2015, by now as might be expected, some of the examples are out of date, but that doesn't take away from the message. Also, keep in mind this is an overview, that covers tools (like marketing automation and predictive scoring), management styles and talent sourcing for data-driven marketers, and case studies from firms that are using data in their day-to-day marketing efforts. As such, none of the topics are covered in great depth. But if you're looking for a high-level overview of data-driven marketing, this is a good read.
May 14, 2016
I highly recommend this book to Marketers who wants to get their hands dirty on Big data.
Glass and Callahan recognise that adopting these strategies may seem difficult; the first step, they say, is empowering IT to work directly with marketing to ensure on-demand access to the data stores and analytics tools. Recognizing that data is often segmented, broken up among various departments, and difficult to access, they lay out a plan of action that begins by bringing all the data together under one roof and providing easy access to the consolidated data for employees that need it. …
Glass and Callahan recognise that adopting these strategies may seem difficult; the first step, they say, is empowering IT to work directly with marketing to ensure on-demand access to the data stores and analytics tools. Recognizing that data is often segmented, broken up among various departments, and difficult to access, they lay out a plan of action that begins by bringing all the data together under one roof and providing easy access to the consolidated data for employees that need it. …
May 30, 2016
Not bad for a review if you don't know much about marketing, and in particular, digital marketing, in the modern day and age. However, the concepts are really very broad, and although you will broaden your understanding of what firms have done in applying digital marketing, you may still come out lost, and have a certain sense of "So, now what?" Good for general knowledge, but consider a different if you need something that can lead to more direct actions.
June 30, 2015
The title pretty much says what it is. And it delivers. Good stuff.
February 2, 2016
This book is super. It explains very well how the data driven business works and how to get started.
Displaying 1 - 8 of 8 reviews