Creating Value with Big Data Analytics: Making Smarter Marketing Decisions

Peter Verhoef

商品描述

Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics.

Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data.

By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

商品描述(中文翻譯)

我們新數位化的世界正在產生大量關於我們的數據,這幾乎是難以想像的。如此龐大的數據如果沒有計劃和策略來應對其規模和複雜性,以及使組織能夠利用信息創造價值,那麼這些數據就毫無用處。這本書是一本實用而理論基礎扎實的指南,教導如何利用大數據和分析。

《大數據分析創造價值》提供了對大數據發展的細緻觀點,認為大數據本身並不是一場革命,而是近年來觀察到的數據日益增加的演進。本書基於作者廣泛的學術和實踐知識,旨在為管理者和分析師提供從現有和新的大數據中創造價值的戰略方向和實用分析解決方案。

通過將數據和分析與具體目標和實施過程相結合,這本書是一本迫切需要的讀物,對於數據分析、市場研究和客戶關係管理的學生和專家來說,是必讀之書。