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Jingdong book

超越大数据:通过社交主数据管理深入了解客户

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超越大数据:通过社交主数据管理深入了解客户

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社交主数据管理(masterdatamanagement,MDM)是业务数据处理过程中的全新革命。它把客户和产品中心与大数据衔接在一起,从根本上改进了客户体验和产品策略。传统意义上的主数据管理涉及一整套的流程、做法和技术,其目的是为了创建一个单一视图,供多个业务流程和多个系统(如客户、产品、供应商和位置系统)共享共同的核心业务对象。目前,企业纷纷采用这种数据管理方式,用于改进销售、运营和客户支持的流程。然而传统的主数据管理的核心是结构化数据的管理。目前,与客户和产品相关的有价值的信息被锁定在微博、博客、脸书(Facebook)、电子邮件、呼叫中心谈话记录、呼叫记录中。这些社交数据不仅体量巨大,而且是非结构化的、事务性的数据。随着大数据分析技术Hadoop和分析软件Biginsights的广泛应用,提取这些信息不再是遥不可及的事情了。但这些技术和软件还没有被绑定到现有的、具备客户和产品信息洞察力的主数据管理系统中,数据的提取往往受限。
Catalogue

第1章 社交主数据管理概述
1.1 社交主数据管理的概念
1.2 传统主数据管理
1.3 传统主数据管理的业务价值
1.4 社交主数据管理
1.5 社交主数据管理的业务价值
1.6 结论
1.7 参考文献
1.8 扩展阅读书目

第2章 社交主数据管理用例和需求
2.1 社交主数据管理的业务价值——用例和客户价值
2.2 社交主数据管理的基本功能
2.3 社交主数据管理中的高级关系
2.4 结论
2.5 参考文献

第3章 社交主数据管理的功能框架
3.1 简介
3.2 数据域
3.3 嵌入企业架构的社交主数据管理参考架构
3.4 功能框架
3.5 结论
3.6 参考文献

第4章 社交主数据管理的参考架构
4.1 简介
4.2 架构概述
4.3 主数据管理:架构概述
4.4 组件模型
4.5 组件关系图
4.6 面向主题的集成
4.7 结论
4.8 参考文献

第5章 社交主数据管理产品的功能
5.1 社交主数据管理
5.2 InfoSphere BigInsights架构
5.3 可信任信息的集成
5.4 常见的分析功能
5.5 参考文献

第6章 社交主数据管理和客户关怀
6.1 衡量社交媒体数据
6.2 以客户为中心
6.3 下一个最佳行动
6.4 情感分析
6.5 社交影响者的确定
6.6 社交网络分析
6.7 用于客户关怀的社交媒体可信度
6.8 参考文献

第7章 社交主数据管理和营销
7.1 社交媒体营销以及主数据管理的作用
7.2 通过社交媒体开展营销活动
7.3 兴趣群组
7.4 总结
7.5 参考文献

第8章 移动主数据管理
8.1 与消费者互动的演变
8.2 移动主数据管理对信息技术的影响
8.3 安全
8.4 结论
8.5 参考文献

第9章 主数据管理的未来发展趋势
9.1 实体解析和匹配
9.2 语义主数据管理
9.3 信息中的伦理道德问题
9.4 结论
9.5 参考文献
Introduction

超越大数据:通过社交主数据管理深入了解客户

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