Engaging Customers Using Big Data: How Marketing Analytics Are Transforming Business

by Arvind Sathi

Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.

229 pages, Hardcover

First published June 24, 2014

Reviews

[Cliff Chew · Rating 3 out of 5]

This book has some really practice advice on how to conceptually plan our your big data marketing strategy. It doesn't go into the details, but the author gives enough context to allow you to do more research on the potential topics that you need to cover.

Unfortunately, some of the sections seem a bit less focused, and they did not really got me very much excited. Nor do I find them very useful. Nonetheless some of the examples were also pretty illuminating. I wouldn't say this book is a cover-to-cover must-read, but there are nice nuggets within that I found useful. Advice for readers pressed for time is to skip the sections that you find are not as relatable or useful to you and your business.