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Jingdong book

大数据 商业驱动力如何利用大数据赢得客户 战胜对手 提升效益

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1.这本书是大数据与商业的完美契合。
2.本书包含了诸多令人信服的实例,清楚地向读者展示领袖营销商在其经营中如何利用软件平台理解客户行为,这种软件平台包括营销自动化软件、客户关系管理系统、数据管理平台以及数据分析工具。
3.有效的策略与这一软件平台紧密联系,我们称之为“营销栈”(Marketing stack)。凭借这种对目标市场的洞察力,营销团队不仅能在恰当的时间向恰当的客户提供相关信息,而且还能预知客户需求,甚至可以创造出连客户群都不清楚所需要的未来产品。
Content Description

《大数据 商业驱动力如何利用大数据赢得客户 战胜对手 提升效益》中所提及的人物和事例就是为了给您一个独特的视野,让您看到在数据时代来临的首波洪流中,它如何改变企业、如何影响企业的业务。这些开拓者们不仅为他们的公司带来了巨大优势,同时在这个高度竞争的世界里,他们也将公司提升到了一个长期领先的地位。
Author Description

宫鑫:射手学院创始人,搜索引擎营销专家,曾任百度认证负责人,品众互动首席优化师。著有《Google广告优化与工具》;主持编写《百度推广-搜索营销新视角》、《点金时刻-搜索营销实战前沿》;译著十余本。

康宁:上海外国语大学英语语言文学博士,现为青岛科技大学外国语学院副教授,英语系主任,翻译硕士教育中心主任。在《中国翻译》等期刊发表论文二十余篇,出版译著一部。曾为青岛海尔等多家公司担任兼职译审和翻译。

杨志芳:青岛科技大学翻译硕士,射手学院培训经理,长期活跃于互联网营销领域。译有《数字营销解析》、《社会化媒体营销方法与技巧(第2版)》,参与翻译《转化:提升网站流量和转化率的技巧》等图书。
Catalogue

1 大数据,大效益

2 以客户中心、数据为驱动的商业模式发展历程

3 顾客购买行为的转变或者说互联网如何毁灭了三杯马提尼午餐

4 营销堆栈——为什么首席营销官和首席信息官要同台共事
堆栈中的软件

5 技术如何为市场和销售架桥
技术使电子签名公司DocuSign的销售部门和营销部门更为协调
Bizo公司如何利用数据使市场营销与销售强强联合

6 数据与在线广告的兴起
受众数据的早期使用
早期的市场营销分析——观众审计
互联网广告的兴起
广告网络
受众平台
在线广告交易
访客召回
社交媒体广告的飞跃式发展
企业如何将数据应用于展示类广告

7 利用大数据来更好地了解现有客户并打动潜在客户
Netflix大秀数据肌肉
SaaS开辟了解客户的窗口
预见性案源建模的威力
大数据不仅限于互联网公司使用

8 左脑型领导者到来,市场营销部门崛起

9 实施大数据计划(有时要从小处着手)
将大数据引进你的业务要遵循的十一项原则

10 检测、测试与归因
数据与检测
测试展示广告的力量
数据和测试
数据和归因
归因的大喜之日

11 数据事关企业的生死存亡
垮掉的企业
濒死体验
文化冲突
错失的良机
与死神擦肩而过?
幸灾乐祸?

12 负责任地使用数据
隐私与在线广告
隐私与企业数据库
企业的责任

13 大数据之大未来
Cleversafe公司如何利用数据的力量
主流发展趋势界定大数据的未来
人力依然重要
Book Abstract

《大数据 商业驱动力如何利用大数据赢得客户 战胜对手 提升效益》:
1922年沃纳梅克去世,但他提出的这个难题却在此后很长时间里一直存在。因为在那时候,若要衡量广告营销的实际作用的确非常困难。几十年以来,营销人员一直相信营销有用——尽管拿不出确切的证据,当他们试图说明这方面的开支时,都会借用沃纳梅克的话,表达其中诸多的无奈。
但是,随着大数据的兴起,这种无奈将不复存在。
最近,Adobe软件公司在推广营销云服务时使用了一则电视广告,这则广告充分显示了数据在营销团队中的作用,以及错误的数据给整个公司带来的严重危害。这一则广告完美地呈现了数据驱动下的营销部门如何扮演当今企业中心部门的角色。广告的标题为“点击,亲爱的,再点击!”,然后有一个名为“百科全书大世界”的虚拟公司,短片在一个略显昏暗的办公室里展开。两位穿戴领带的员工看到网上订单飞速增长,接着他们报告给老板说,“订单激增!”老板转过身马上给一个海外的供应商打电话,“耀西(Yoshi),我是沃尔特(Walt)。我们回来了!”接着短片伴着作曲家爱德华·格里格(EdvardGrieg)那洋溢着希望和欢乐节奏的乐曲《培尔·金特组曲——在山魔王的宫殿里》(Inthe Hall of the Mountain King),开始响起各种电话声,印刷机飞速地印刷着;货车、货船满载“百科全书大世界”的书籍;接着原料商又砍下更多的树;木材纸浆期货大幅上涨。
然后短片里出现了“点击”者——一个小孩。广告结尾揭开了公司订单点击量激增的真正原因:是一个蹒跚学步的小孩在平板电脑上不停地点击网站上的“现在购买”。
Adobe公司在广告结尾处提问:“你们知道营销部门在做些什么吗?我们可以提供帮助。”这一电视广告不仅仅是Adobe公司推广营销云服务的一个经典广告案例,同时也表明,营销部门收到的数据会影响到其他相关的企业。高管基于客户数据做出决策,然后决策又决定着整个公司,甚至整个行业的资源分配。显然,数据的影响是巨大的,因此它最好是正确的。
在这个数字化时代,世界领先的营销商们正借助软件平台进行大量数据的传输。正在使用的相关软件平台包括营销自动化系统、客户关系管理系统、数据管理平台、数据分析工具等,这些平台都用于帮助人们更好地理解时下正在发生的事。对公司来说,最有效的策略就是将这些软件的数据要素紧密联系起来,也就是所谓的“营销栈”(MarketingStack)。这种结合使得营销团队可以全面读取潜在客户和消费客户的行为方式。凭借这种对目标市场的洞察力,营销团队不仅能在恰当的时间向恰当的客户提供相关信息,而且还能预知客户需求,预测需求,甚至可以创造出连客户群都不清楚但可以满足需求的产品。
除了市场营销部以外,相关客户数据还会通过电子商务平台、客户服务中心以及账单和付款记录等渠道流入公司。依托数据获益最多的将是那些将数据信息统一存人一个中央存储库的公司。这一数据存储库应该由营销团队管理,因为相比较而言,营销部门比其他部门更能深入了解顾客。“顾客如何发现产品或服务,如何做出购买决定,然后如何分享购物经历”的过程称为购买过程(buyer Journey)。如今这一过程已发生巨大的变化。在互联网出现之前,只会通过电话向销售代表询问想要的产品的信息,从而了解产品的潜在客户。或者,在零售行业,顾客们只会到销售店里购买。而在如今的新范式下,与客户最近的不再是销售部门或者销售人员,而是最能洞察客户行为的营销部门。福雷斯特研究公司(Forlrester Resealch)的分析师LoriWizdo曾在2012年的一篇博文中写道:“一个潜在的客户接触卖方前,有90%的可能会经历我们所说的购买过程。”潜在客户会通过各种渠道了解产品,比如,独自通过谷歌了解产品、通过咨询人际关系网、通过在线浏览产品评价或者通过匿名访问供应商的网站。
通过新的软件和平台,营销团队便可以看到史蒂芬·伍兹(Steve Woods)所谓的顾客的“数字化身体语言”。史蒂芬曾是世界领先营销自动化软件商Eloqua的首席技术官(CT0),现为广告营销公司Nudger的首席技术官。
……

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