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Big Data Marketing: Engage Your Customers More Effectively and Drive Value
Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.
- GenresNonfictionBusiness
208 pages, Kindle Edition
First published January 1, 2013
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86 people want to read
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Displaying 1 - 21 of 21 reviews
July 8, 2014
I'm quite positive Lisa has absolutely no idea what big data is. This book fails on so many levels. In fact, with the exception of the buzz words, this book is more about integrated marketing techniques or her own ego.
The first half of the book is a brag fest. She mentions she is the CMO of her company at least two dozen times. her understanding of what big data is parallels the mass medias understanding of the three V's of big data. ..that is to say...they don't. she doesn't mention any of the three v's by the way.
The read itself lacked consistency and even from the data rich marketing department she obviously had no idea what the promise of big data would bring.
At best she understands analytics and a single source of truth, but as a fan of teradata this is simply embaressing.
I must repeat. If you are a marketer or a person who wants to read about marketing and pretend they are reading about big data...then this is a book for you. Otherwise I'd suggest you pick up anything else.....the phone book, a flyer. I can't understate this fact.
This should have been a 1500 word article on a blog and the fact she is even pitching this as either a book or anything but free advertising for teradata is insulting to anyone who knows the slightest thing about improvements in database technologies.
I would give this zero stars if I could.
The first half of the book is a brag fest. She mentions she is the CMO of her company at least two dozen times. her understanding of what big data is parallels the mass medias understanding of the three V's of big data. ..that is to say...they don't. she doesn't mention any of the three v's by the way.
The read itself lacked consistency and even from the data rich marketing department she obviously had no idea what the promise of big data would bring.
At best she understands analytics and a single source of truth, but as a fan of teradata this is simply embaressing.
I must repeat. If you are a marketer or a person who wants to read about marketing and pretend they are reading about big data...then this is a book for you. Otherwise I'd suggest you pick up anything else.....the phone book, a flyer. I can't understate this fact.
This should have been a 1500 word article on a blog and the fact she is even pitching this as either a book or anything but free advertising for teradata is insulting to anyone who knows the slightest thing about improvements in database technologies.
I would give this zero stars if I could.
March 19, 2014
Let me begin by stating that Marketing is not my expertise. I am an Enterprise Architect and a Software Development Testing Consultant. Everyday I find myself immersed in a pool of data and I find the topic of Big Data a fascinating subject that where it hasn't already will soon greatly impact the business world with overarching impact on the world. With that being said, for those who will be reading this piece especially those not directly involved in the marketing field....please please please read the final 2 chapters first, precisely the final chapter followed by the second to last.
I say this because my biggest pet peeve with Arthurs work is that the introduction seems a bit lacking of real world examples and detailed case studies. This isn't to say that this is a poorly written or lacking in structure book, but I feel that real examples of Big Data and what its capabilities are will help the reader understand what they are delving into. The final chapter is filled with excellent entry level info and examples of how Big Data is surrounding us and gives great insight into how companies such as Wal-Mart plan on using it in their marketing approach and future business plans.
After reading the final chapter, read the second to last with a heavy focus on the ISC case study as this provides some quality details and results and isn't such a high level or macro look at the tools, processes, or results of big data marketing. It really helps the reader under what the intent is what the results were with out giving away trade secrets or company confidential information.
The rest of the book is a well designed stepped process that mirrors similar tools employed using numerous project management techniques and thinking. I encouraged the reader to really pay attention to all that is discussed concerning tearing down silos/stovepipes often found within an organization. Being a consultant having worked with numerous clients both private and public entities I can't say enough how silos hinder advancement, collaboration, and integration. Again this is one of a few excellent pieces of advice hammered down by the author that will do nothing but improvement your business/progress model.
This is a short read that gets to the point rather quickly. Many topics are probably known but not completely followed or understood. As stated earlier I would have liked to have seen more specific examples and details found within especially with concerns to leveraging big data into the marketing plan as I felt this was a bit of a shortcoming. Again, especially for the layperson, focus on the last two chapters because they will provide a lot of perspective going into the meat of the book which I definitely recommend reading!
I say this because my biggest pet peeve with Arthurs work is that the introduction seems a bit lacking of real world examples and detailed case studies. This isn't to say that this is a poorly written or lacking in structure book, but I feel that real examples of Big Data and what its capabilities are will help the reader understand what they are delving into. The final chapter is filled with excellent entry level info and examples of how Big Data is surrounding us and gives great insight into how companies such as Wal-Mart plan on using it in their marketing approach and future business plans.
After reading the final chapter, read the second to last with a heavy focus on the ISC case study as this provides some quality details and results and isn't such a high level or macro look at the tools, processes, or results of big data marketing. It really helps the reader under what the intent is what the results were with out giving away trade secrets or company confidential information.
The rest of the book is a well designed stepped process that mirrors similar tools employed using numerous project management techniques and thinking. I encouraged the reader to really pay attention to all that is discussed concerning tearing down silos/stovepipes often found within an organization. Being a consultant having worked with numerous clients both private and public entities I can't say enough how silos hinder advancement, collaboration, and integration. Again this is one of a few excellent pieces of advice hammered down by the author that will do nothing but improvement your business/progress model.
This is a short read that gets to the point rather quickly. Many topics are probably known but not completely followed or understood. As stated earlier I would have liked to have seen more specific examples and details found within especially with concerns to leveraging big data into the marketing plan as I felt this was a bit of a shortcoming. Again, especially for the layperson, focus on the last two chapters because they will provide a lot of perspective going into the meat of the book which I definitely recommend reading!
November 8, 2013
Concisely written but comprehensive. Having attended and read this kind of books, the essence is change management. This book has also assured me at this point.
March 17, 2014
This is a book about how marketing professionals should adapt their efforts and redirect their firms to the world of "big data" and all that it entails. The author is an experienced professional with experience at digitally focused firms and is currently Chief Marketing Officer at Teradata. The story is somewhat involved but at the risk of summarizing too much, the punchline of the book appears to be that marketers without firms need to reorient themselves and their activities to the new digital world and develop integrated marketing capabilities within their firms if they are to take advantage of changes in the information and technological environment that are making big digital databases so crucial for businesses in the past two decades.
As business trade books go, this is fairly effective. The book addresses a real problem -- changes in the data and media environment in which marketers must meet their clients and customers. It also suggests a real solution - move the focus of marketing to the corporate level (C-Suite in current lingo) and invest in the people, processes, technologies, and data to take advantage of big data and integrate marketing results into the core activities of the firm and its top managers.
What do I like a lot about this? I appreciate that the author has provided a coherent and plausible approach for reorganizing what firms do to fit new information realities. At a simplistic level, this is not a matter of buying new gizmos and programs and hiring some consultants. How people, processes, and resources fit together is crucial for how the firm develops a competence at marketing in this new more challenging time. Far too many trade books, many with exceptional pedigrees, fails to address how organizing is not just important but central to how the firm adjusts. There are some good examples, although there could be far more and the author might be a bit more trusting that her readers can handle a bit more detail. One way this is approached in the book is to provide a nice set of resources to check at the end of the book, including several online references.
What did I like less about the book? A first issue is that, by the author's own terms, the particular marketing approach towards big data that is adapted from these recommendations could vary widely across firms due to differences in firm histories and commitments on the one hand and industry and institutional conditions on the other. The unavoidable result is that these recommendations seem to take on a tone of "Be smart", "Think things through", "Don't make silly mistakes", "Learn from what you do", etc. None of these are objectionable at a basic level, but beyond such a level they become truisms and what they mean in a given situation becomes the key issue, which the book is not as helpful about. Again, this is not the author's fault but more of a necessary aspect of high level business trade books.
A related issue relates to the linkage between firm strategy and firm marketing strategy. The focus of the book is on developing a marketing strategy (and its subcomponents), but a key question is how the marketing strategy relates to and is influenced by the firm strategy. Depending on the firm strategy, similar firms could adopt very different orientations. The author's discussion of her own experiences at Teradata are not as helpful here since given the nature of Teradata's core business, it is not surprising that marketing strategy fits with the firm strategy. Other businesses out of the tech limelight might not have as close a link.
Another issue that struck me concerned the approach to "hairballs" (you have to read the book to find out what they are). The point of the analysis here is that concentrating and integrating will lead to better results in the digital age or arrangements in which different datasets of interest to the firm are left in their own silos. Actually, this is a very defensible logic and indicative of a broader trend in corporate organization. The "traditional" firm that is in need of change developed at a time when delegation to divisions or other subunits was optimal given the need for local timely action and the incompleteness of available datasets. GM, DuPont, Sears etc. in their prime used such decentralized systems to good effect - hardly the "dark ages". However times change as as telecommunications and digital data capabilities have improved, it became more reasonable for firms to centralize what had once been decentralized. One can see this today in the proliferation of various "chief X officer" titles. This book is squarely in that line of development and the case for the marketing version of this is a good one. The problem, of course, is that it is not so easy to integrate all the relevant data systems - in fact the call to do so in less capable hands would be an example of rephrasing the problem in the form of a solution. An example of this for data can be seen in health care data. Hospital environments are highly complex information environments, but it is likely that all of these datasets can be seamlessly integrated, although firms like Epic Systems are trying just that. It is highly unlikely that hospital systems, however well funded, will be able to link proprietary market and administrative data, with HCFA data or with data from various state regulatory bodies. Indeed, this approach to integrated data may be less feasible the more the firm involved is in a complex regulatory and institutional environment.
This are not major concerns, however. Overall, this is a fine trade book and is well worth the effort of reading, especially if one is involved in marketing activities
As business trade books go, this is fairly effective. The book addresses a real problem -- changes in the data and media environment in which marketers must meet their clients and customers. It also suggests a real solution - move the focus of marketing to the corporate level (C-Suite in current lingo) and invest in the people, processes, technologies, and data to take advantage of big data and integrate marketing results into the core activities of the firm and its top managers.
What do I like a lot about this? I appreciate that the author has provided a coherent and plausible approach for reorganizing what firms do to fit new information realities. At a simplistic level, this is not a matter of buying new gizmos and programs and hiring some consultants. How people, processes, and resources fit together is crucial for how the firm develops a competence at marketing in this new more challenging time. Far too many trade books, many with exceptional pedigrees, fails to address how organizing is not just important but central to how the firm adjusts. There are some good examples, although there could be far more and the author might be a bit more trusting that her readers can handle a bit more detail. One way this is approached in the book is to provide a nice set of resources to check at the end of the book, including several online references.
What did I like less about the book? A first issue is that, by the author's own terms, the particular marketing approach towards big data that is adapted from these recommendations could vary widely across firms due to differences in firm histories and commitments on the one hand and industry and institutional conditions on the other. The unavoidable result is that these recommendations seem to take on a tone of "Be smart", "Think things through", "Don't make silly mistakes", "Learn from what you do", etc. None of these are objectionable at a basic level, but beyond such a level they become truisms and what they mean in a given situation becomes the key issue, which the book is not as helpful about. Again, this is not the author's fault but more of a necessary aspect of high level business trade books.
A related issue relates to the linkage between firm strategy and firm marketing strategy. The focus of the book is on developing a marketing strategy (and its subcomponents), but a key question is how the marketing strategy relates to and is influenced by the firm strategy. Depending on the firm strategy, similar firms could adopt very different orientations. The author's discussion of her own experiences at Teradata are not as helpful here since given the nature of Teradata's core business, it is not surprising that marketing strategy fits with the firm strategy. Other businesses out of the tech limelight might not have as close a link.
Another issue that struck me concerned the approach to "hairballs" (you have to read the book to find out what they are). The point of the analysis here is that concentrating and integrating will lead to better results in the digital age or arrangements in which different datasets of interest to the firm are left in their own silos. Actually, this is a very defensible logic and indicative of a broader trend in corporate organization. The "traditional" firm that is in need of change developed at a time when delegation to divisions or other subunits was optimal given the need for local timely action and the incompleteness of available datasets. GM, DuPont, Sears etc. in their prime used such decentralized systems to good effect - hardly the "dark ages". However times change as as telecommunications and digital data capabilities have improved, it became more reasonable for firms to centralize what had once been decentralized. One can see this today in the proliferation of various "chief X officer" titles. This book is squarely in that line of development and the case for the marketing version of this is a good one. The problem, of course, is that it is not so easy to integrate all the relevant data systems - in fact the call to do so in less capable hands would be an example of rephrasing the problem in the form of a solution. An example of this for data can be seen in health care data. Hospital environments are highly complex information environments, but it is likely that all of these datasets can be seamlessly integrated, although firms like Epic Systems are trying just that. It is highly unlikely that hospital systems, however well funded, will be able to link proprietary market and administrative data, with HCFA data or with data from various state regulatory bodies. Indeed, this approach to integrated data may be less feasible the more the firm involved is in a complex regulatory and institutional environment.
This are not major concerns, however. Overall, this is a fine trade book and is well worth the effort of reading, especially if one is involved in marketing activities
March 19, 2014
It is indeed a remarkable book that goes well beyond the usual understanding of the importance of data. The author introduces the concept of "digital destruction" (the central theme) as "the imperative to engage customers differently with more personalized, tailored and data driven messages across all points of interaction". In doing all this, the focus is still the customer putting him "at the centre of all" that needs to be done. The author further adds that "Marketers must balance the science of numbers with the art of creativity to remain bold, innovative and responsive to customers' needs and wants". There is another extremely relevant caveat that has been added. While aggregating data as it is "only part of the solution", what is also needed is "big data analytics to help...find actionable insights that are hidden in all the data"
The author quotes copiously from the writings of other experts to drive home the points. The concept of "lizard brains" enunciated by Seth Godin applies as much, perhaps more, to the public as to the private sector, especially in the context of "stubborn emotional hurdles" that occupy bureaucratic mind. Thus, though the book has been written keeping private sector in mind, a number of aspects outlined have relevance to the functioning in the government as well. This is also true of the quote from Jeffrey Hazlett : "Change for change's sake is bad. The objective should be growth". There is another truism that is universally applicable: "Technology is never a panacea. It's an enabler"
All in all an engrossing read even for those that are not totally familiar with the data and business related jargon.
The author quotes copiously from the writings of other experts to drive home the points. The concept of "lizard brains" enunciated by Seth Godin applies as much, perhaps more, to the public as to the private sector, especially in the context of "stubborn emotional hurdles" that occupy bureaucratic mind. Thus, though the book has been written keeping private sector in mind, a number of aspects outlined have relevance to the functioning in the government as well. This is also true of the quote from Jeffrey Hazlett : "Change for change's sake is bad. The objective should be growth". There is another truism that is universally applicable: "Technology is never a panacea. It's an enabler"
All in all an engrossing read even for those that are not totally familiar with the data and business related jargon.
April 23, 2014
I suffered through this book because I agreed to read it. I wondered throughout my reading how a person could write a book about data with literally no data. I expected a book about using big data in marketing. I expected to learn something about data mining in creative ways; I expected to learn something about using algorithms; I expected to learn something about marketing as an applied since. Forget that. Lisa Arthur coined words or created jargon, contrasted her point of view with 'traditional marketing' (whatever the Hell that is), and presented do/don't lists so trivial I'd be embarrassed to say I used. Examples of definitions from the book 1) volume: the amount of data, 2) velocity: the speed of information generated, 3) variety: the kind of data available to companies. Honest.
Not one example of how big data could be used in advertising was given in the entire book; not one case study in the entire book; not one reference of how the jargon was helpful to anyone.
The back cover is interesting. Blurbs from five experts advocating pursuing data driven marketing, reading the book to learn how to practically use big data in your marketing, "improving impact through initiatives" (my God, there's a colony of these people), "gives the C-suite a roadmap" (and you wonder why Willie Loman died), finally, "Lisa illustrates sound principles with solid case studies and examples." I think I read a different book. My reading expert friends define reading as deriving meaning from printed words. By definition, I didn't read this book.
Not one example of how big data could be used in advertising was given in the entire book; not one case study in the entire book; not one reference of how the jargon was helpful to anyone.
The back cover is interesting. Blurbs from five experts advocating pursuing data driven marketing, reading the book to learn how to practically use big data in your marketing, "improving impact through initiatives" (my God, there's a colony of these people), "gives the C-suite a roadmap" (and you wonder why Willie Loman died), finally, "Lisa illustrates sound principles with solid case studies and examples." I think I read a different book. My reading expert friends define reading as deriving meaning from printed words. By definition, I didn't read this book.
March 7, 2014
Lisa Arthur has been to the Big Data mountaintop, and she brings down with her a useful collection of insights that will help everyone from marketers to executives to understand data and incorporate it into winning business strategies.
Arthur builds on a prediction by the global business analysis firm, Gartner, which reported that by 2017 firms' spending on marketing would outstrip IT spending. Arthur's answer: is there really any difference anymore? With so much marketing analysis and customer support becoming automated and generating so much data, this would seem an opportune time for Big Data Marketing.
Along with big picture ideas, Arthur sprinkles plenty of real-world examples and "sticky" terms. "The big data hairball" was one of my favorite--a term that defines itself, really. "Silos" describe parts of the corporation that don't communicate, don't interact, don't grow. I'm sure I could get colleagues to see the importance of breaking-down the steps toward a worthy goal, but I don't think I could phrase it as "process is the new black."
The "Enlightened Age of Data" is upon us--whether we work in the medical field, education, social sciences, or business. With philosophers like Lisa Arthur around to lead the enlightening, it really isn't such a scary age after all.
Arthur builds on a prediction by the global business analysis firm, Gartner, which reported that by 2017 firms' spending on marketing would outstrip IT spending. Arthur's answer: is there really any difference anymore? With so much marketing analysis and customer support becoming automated and generating so much data, this would seem an opportune time for Big Data Marketing.
Along with big picture ideas, Arthur sprinkles plenty of real-world examples and "sticky" terms. "The big data hairball" was one of my favorite--a term that defines itself, really. "Silos" describe parts of the corporation that don't communicate, don't interact, don't grow. I'm sure I could get colleagues to see the importance of breaking-down the steps toward a worthy goal, but I don't think I could phrase it as "process is the new black."
The "Enlightened Age of Data" is upon us--whether we work in the medical field, education, social sciences, or business. With philosophers like Lisa Arthur around to lead the enlightening, it really isn't such a scary age after all.
May 9, 2014
I really enjoyed this book. As someone who works in business big data is something everyone should take a look into. This book was straight froward and to the point which I really enjoyed. It showed that how data is used properly it can really help an organization excel. However it's also important not to get lost in the data. As an organization you want to be as specific as possible so you don't get lost in all the numbers. I thought that was one of the most valuable lessons learned from this book. I would recommend to this anyone who works in business or is thinking about starting their career in marketing.
April 24, 2014
Everybody is talking about Big Data but no one knows what it means, but Lisa Arthur knows what she is talking about. Instead of focusing on technical details she focused on using Big Data in business activities. She clearly explained importance of big data for business decision makers in Big Data Marketing. Book is very well structured in order to draw roadmap of using big data within your organization. Additionally you will find great real life experiences in the book.
I strongly recommend this book who is interested in big data and wants to see a different perspective on this topic!
I strongly recommend this book who is interested in big data and wants to see a different perspective on this topic!
March 21, 2014
As a PR professional and practitioner, I find this book helpful to get a handle on "big data" from a marketing and communication perspective. But there are lots of old PR concepts and practices that the author touts as new for the big data era. More of my review can be read on my blog: http://gr-pr.blogspot.com/2014/03/big...
November 2, 2013
A good introductory book about the power of Big Data in the field of marketing. Nothing different or deep in the book, but a good intro if you are from marketing and new to the Big Data paradigm.
June 19, 2014
If you are looking for a book with tactical or practical steps to conduct big data marketing, then this book is probably not for you. And as one reviewer pointed out, this book is pretty much devoid of any actual data. So with my background and present position, it didn't really engage me as other books might. But that doesn't necessarily make it a bad book.
For those at an executive level that may be in over their heads as to what to do from a strategical standpoint, the author has laid out a bit of a roadmap to performing your job wisely. However, there is not much to distinguish strategy for big companies vs. smaller companies. Not every company is going to create a slew of unique managerial positions, centered around data governance, unless they want utter confusion. I've seen this happen too many times. Also, what constitutes "big" data? Definitions vary as to what gets classified in this bucket. I don't recall much being covered here.
But data integrity is VITAL to an organization, and the author hammers this home, which I really liked. There needs to be a strategy of keeping it clean and accessible to the right individuals in the company.
I also would have liked to see more detail put into the case studies. Simply saying Company A increased real-time access and centralized resources is not enough to help anyone. Need to know the "hows" and an idea of how long one can expect to work on it.
I will note that if you are familiar with today's marketing buzzwords, this book might give you a headache. Customer engagement, data-driven marking, marketing resource management, "driving value", dozens of acronyms, the much abused "insights", solution-based solutions (OK, I made the one up, but there was something in the book not far from it that I was trying to find): they are all here. It can be a distraction, or at least it was for me. But if you are new to it all, it makes a great primer to learning the terminology.
For those at an executive level that may be in over their heads as to what to do from a strategical standpoint, the author has laid out a bit of a roadmap to performing your job wisely. However, there is not much to distinguish strategy for big companies vs. smaller companies. Not every company is going to create a slew of unique managerial positions, centered around data governance, unless they want utter confusion. I've seen this happen too many times. Also, what constitutes "big" data? Definitions vary as to what gets classified in this bucket. I don't recall much being covered here.
But data integrity is VITAL to an organization, and the author hammers this home, which I really liked. There needs to be a strategy of keeping it clean and accessible to the right individuals in the company.
I also would have liked to see more detail put into the case studies. Simply saying Company A increased real-time access and centralized resources is not enough to help anyone. Need to know the "hows" and an idea of how long one can expect to work on it.
I will note that if you are familiar with today's marketing buzzwords, this book might give you a headache. Customer engagement, data-driven marking, marketing resource management, "driving value", dozens of acronyms, the much abused "insights", solution-based solutions (OK, I made the one up, but there was something in the book not far from it that I was trying to find): they are all here. It can be a distraction, or at least it was for me. But if you are new to it all, it makes a great primer to learning the terminology.
May 31, 2014
Lisa Arthur provides an interesting model to look at how Big Data can impact Marketing and drive the direction of a company. Arthur looks at how senior leadership (annoyingly referred to as the C-Suite throughout the book) is impacted when a marketing group implements big data approaches. She rightly points out that collaboration between IT and Marketing is essential to success and that marketing will likely be a bigger spender of technology then IT in the coming years. A five step process is laid out in the book that includes
1. Get Smart which is a discussion on the need for strategic imperatives over short term tactical needs.
2. Tear Down which is a discussion on the need to remove traditional silos that have impacted and impeded the way business is done in a cross functional and cross platform world.
3. Untangle which implies the data “hairball” and getting to the bottom of good data. Finding the useful data that ties back to the strategic paradigm laid out is essential to big data and marketing integrating together.
4. Make Metrics discusses the need to have actionable and measurable metrics that are supported by data and use analytics to reaffirm those metrics.
5. Process is the new black discusses that the process of how data is collected and used is as important as the actual campaign that marketing carries out. This was one of the more revolutionary ideas in the book and one that I often find difficulty with when working with marketers that process sometimes gets left behind.
Overall the book is very well written with nice summaries at the end of each chapter. Each chapter provides thought provoking insight into a new way to integrate big data into marketing.
1. Get Smart which is a discussion on the need for strategic imperatives over short term tactical needs.
2. Tear Down which is a discussion on the need to remove traditional silos that have impacted and impeded the way business is done in a cross functional and cross platform world.
3. Untangle which implies the data “hairball” and getting to the bottom of good data. Finding the useful data that ties back to the strategic paradigm laid out is essential to big data and marketing integrating together.
4. Make Metrics discusses the need to have actionable and measurable metrics that are supported by data and use analytics to reaffirm those metrics.
5. Process is the new black discusses that the process of how data is collected and used is as important as the actual campaign that marketing carries out. This was one of the more revolutionary ideas in the book and one that I often find difficulty with when working with marketers that process sometimes gets left behind.
Overall the book is very well written with nice summaries at the end of each chapter. Each chapter provides thought provoking insight into a new way to integrate big data into marketing.
September 26, 2014
The first part of this book gave me a lot to think about regarding how we engage with customers, partners, and employees as well as giving me some leads to continue researching this topic, but I found that after the first couple chapters, I did not get as much out of the book. I think this is because the book is more about making the case for data-driven methodologies rather than concrete approaches to make the transition. I'll be continuing my research for *how* to do the *what* that was presented in this book.
Well-written, with pretty good references at the back. Most of the references in the text were to the author's company, which got a little old, but oh well. Write what you know, I guess.
Well-written, with pretty good references at the back. Most of the references in the text were to the author's company, which got a little old, but oh well. Write what you know, I guess.
July 6, 2014
I breezed through this book as a primer to get a better sense of what my marketing colleagues are doing these days. For that purpose, my needs were met. If I was a marketer looking for guidance, I can't say one way or the other if I would have been satisfied.
Overall, I find it hard to believe that most marketers are either knowledgable enough to harness big data in the way the author outlines, or working In organizations nimble enough to work across silos and allow marketers access to the data.
There's a huge leap between "wouldn't it be great if we could..." and actually doing anything close to it. This book only marginally makes that chasm smaller.
Overall, I find it hard to believe that most marketers are either knowledgable enough to harness big data in the way the author outlines, or working In organizations nimble enough to work across silos and allow marketers access to the data.
There's a huge leap between "wouldn't it be great if we could..." and actually doing anything close to it. This book only marginally makes that chasm smaller.
August 31, 2015
This book certainly does NOT give hands-on nor technical advice on how to use big data for marketing.
Instead, I would say, it outlines a strategy or model that senior management can implement in order to make the organization and marketing more data-driven and data-friendly.
Long story short: it is a business strategy book (similar to the strategy articles you would read on Harvard Business Review), not a technical manual, and this should be made clearer to those considering whether to buy it.
Instead, I would say, it outlines a strategy or model that senior management can implement in order to make the organization and marketing more data-driven and data-friendly.
Long story short: it is a business strategy book (similar to the strategy articles you would read on Harvard Business Review), not a technical manual, and this should be made clearer to those considering whether to buy it.
October 18, 2014
I am finally done with this interesting book. I liked the way it is written, and I liked the easy it was for me to extract the information I am most interested in: definitions of data, data scientists and big data. I also found some very well presented arguments for the cause of integrating IT and Marketing, and although I do not work at Marketing, I could still "steal" some points to integrate in my pitch about how IT need to help us more in what we do at our company.
July 26, 2016
For someone not in the marketing end of business, this book was very helpful and put into context the many changes we all are dealing with "big data." I really liked the structure of the book and the useful terms and do's and don'ts at the end of each chapter.
July 26, 2016
A friend gave me the book to read.
I was interested into the big data concept form IT point of view.
The book is a good and it is describing the relation between marketing and the big data.
Although, I am not a marketing person but I enjoyed the book.
I was interested into the big data concept form IT point of view.
The book is a good and it is describing the relation between marketing and the big data.
Although, I am not a marketing person but I enjoyed the book.
October 24, 2013
This is a great read and it cuts through the noise. I just ordered copies for several of my friends and colleagues who are working on data driven marketing initiatives.
March 15, 2016
Decent book, but full of buzzwords and pretty repetitive.
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