Analytics and Dynamic Customer Strategy

Analytics and Dynamic Customer Strategy is a hands-on resource that helps marketing and operations professionals tap into the power of Big Data in order to boost their organizations' ability to seize business-to-consumer and business-to-business marketing opportunities. This comprehensive guide outlines a proven process for rigorous decision making when navigating the murky waters of data-driven strategies that inform today's astute marketing practice. Written by John F. Jeff Tanner-a noted expert in the field-and based in solid research, Analytics and Dynamic Customer Strategy illuminates the vital concepts and techniques and includes compelling examples that speak directly to marketing and operations professionals who may not be savvy to the ins and outs of Big Data analysis. As the author explains, accessing the power of Big Data requires a new way of looking at strategy, because otherwise the volume, variety, and velocity that define Big Data would overwhelm an organization. After over a decade of research, Dynamic Customer Strategy (DCS) has been developed to take advantage of Big Data while complementing what professionals already know about strategy. DCS is comprised of a theoretical map, a data strategy, organizational learning, and customer knowledge competence. This important resource shows how Dynamic Customer Strategy's unique models and metrics can be applied to create a fresh approach to data and new consumer behaviors. Step by step, the author clarifies the concepts and highlights the key decisions that have the greatest impact on a company's Big Data plan. Analytics and Dynamic Customer Strategy gives you the information and tools needed to assemble an array of technology, integrate multiple business practices, and develop the right human resources-and ultimately reap big profits from Big Data.