Big Data Marketing Engage Your Customers More Effectively and Drive Value

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.

• Explains how marketers can use data to learn what they need to know
• Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI)
• Provides a five-step approach in the journey to a more data-driven marketing organization
• Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events

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.

Foreword Thomas H. Davenport ix

Acknowledgments xiii

Introduction 1

I The Problem: How Did We Get Here? 3

1 Moving Out of the Dark Ages 5

2 Why Is Marketing Antiquated? 15

3 The Data Hairball 27

II Get Ready for Big Data Marketing 39

4 Definitions for the Real World of Big Data Marketing 41

5 Meet the Modern Marketing Department (Michelangelo Meets Einstein) 51

III The Five Steps to Data-Driven Marketing and Big Data Insights 67

6 Step One: Get Smart, Get Strategic 69

7 Step Two: Tear Down the Silos 85

8 Step Three: Untangle the Data Hairball 99

9 Step Four: Make Metrics Your Mantra 113

10 Step Five: Process Is the New Black 131

IV Realizing the Value of Big Data Marketing 147

11 Drive Value through Relevant Marketing 149

12 The Bright, Enlightened World of Customer Experience 167

Notes 177

Resources 183

About the Author 185

Index 187

LISA ARTHUR is the Chief Marketing Officer for Teradata Applications, an integrated marketing software company. Teradata Applications provides consumer (B2C) and business-to-business (B2B) marketers with software applications and consulting to help navigate change. As the Chief Marketing Officer for Teradata Applications, Lisa serves as an industry thought leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation (NYSE: TDC), the world’s leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. In her role, Arthur drives global business, market, and brand strategy and meets with thousands of CMOs and marketing professionals annually through public speaking and events.