Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight

Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight
ISBN-10
074947212X
ISBN-13
9780749472122
Category
Business & Economics
Pages
224
Language
English
Published
2015-03-03
Publisher
Kogan Page Publishers
Author
Colin Strong

Description

Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets.

Get the book

Amazon.com
Amazon.com
Search the book
eBay.com
eBay.com
Search the book

Other editions

Similar books

  • Using Cancer ‘omics’ to Understand Cancer
    Using Cancer ‘omics’ to Understand Cancer
    By Daoud Meerzaman, Barbara Karen Dunn

    published: 13 March 2020 doi: 10.3389/fonc.2020.00186 Humanizing Big Data: Recognizing the Human Aspect of Big Data Kathy Helzlsouer 1, Daoud Meerzaman 2, Stephen Taplin 3 and Barbara K. Dunn 4* 1 Division of Cancer Control and ...

  • Street Data: A Next-Generation Model for Equity, Pedagogy, and School Transformation
    Street Data: A Next-Generation Model for Equity, Pedagogy, and School Transformation
    By Shane Safir, Jamila Dugan

    See Gathering street data Collective teacher efficacy, 104 College Entrance Examination Board, 16 Collins, P. H., 13 Colorism, 199 Common Core State Standards, 12 Community cultural wealth, 12 Community walks, student-led, 64 Compassion ...

  • New Horizons for a Data-Driven Economy: A Roadmap for Usage and Exploitation of Big Data in Europe
    New Horizons for a Data-Driven Economy: A Roadmap for Usage and Exploitation of Big Data in Europe
    By Edward Curry, José María Cavanillas, Wolfgang Wahlster

    In this book readers will find technological discussions on the existing and emerging technologies across the different stages of the big data value chain.

  • e-HRM: Digital Approaches, Directions & Applications
    e-HRM: Digital Approaches, Directions & Applications
    By Mohan Thite

    Analytics: The Real-World Use of Big Data—How Innovative Enterprises Extract Value from Uncertain Data. IBM Global Business Services, pp. 1–20. SelectGroup (2013). “Humanizing” Big Data to Extract Answers to Your Hiring Problems.

  • Big Data and Knowledge Sharing in Virtual Organizations
    Big Data and Knowledge Sharing in Virtual Organizations
    By Williams, Albert, Gyamfi

    With new data sources such as telematics, sensors, government, customer interactions and social media, the opportunity to utilize big data is more appealing across new areas of this industry nowadays. Big Data technologies are used ...

  • Big Data-Enabled Nursing: Education, Research and Practice
    Big Data-Enabled Nursing: Education, Research and Practice
    By Charlotte A. Weaver, Connie W. Delaney, Judith J. Warren

    individual student within each school by personalizing and humanizing learning; to undo the factory-model assumptions that dominate our schools. Big data and data science can assist faculty to customize education for each student's ...

  • Information and Knowledge in Internet of Things
    Information and Knowledge in Internet of Things
    By Teresa Guarda, Sajid Anwar, Marcelo Leon

    In Grand societal challenges in information systems research and education (pp. 77–85). Springer. 46. Mardonova, M., & Choi, Y. (2018). Review of wearable device technology and its applications to the mining industry.

  • Dear Data
    Dear Data
    By Giorgia Lupi, Stefanie Posavec

    a week of our cities Stefanie 0 DEAR DATA - WEEK 21 972 Stroke THE WEST END ( CENTRAL LONDON ) o EAST LONDON From : S POSAVEC BARANOWanyama A WEER ABOUT MY LONDON LONDONJWA MSIM UK к THE DATA : THE MOST IMPORTANT , MEMORABLE Mail Centre ...

  • The Fuzzy and the Techie: Why the Liberal Arts Will Rule the Digital World
    The Fuzzy and the Techie: Why the Liberal Arts Will Rule the Digital World
    By Scott Hartley

    MAKING OUR TECHNOLOGY MORE ETHICAL “user-centered design”: Donald A. Norman, The Psychology of Everyday Things (New York: Basic Books, 1988). See subsequent title, The Design of Everyday Things as well. “to humanize technology”: Donald ...

  • Big Data in Finance: Opportunities and Challenges of Financial Digitalization
    Big Data in Finance: Opportunities and Challenges of Financial Digitalization
    By Thomas Walker, Frederick Davis, Tyler Schwartz

    Big. Data. and. Artificial. Intelligence. in. Robo-Advisory. In this section, before discussing the impact of big data analytics on automated asset management, we first discuss the possibilities of humanizing robo-advisor platforms.