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Jingdong book

大数据营销：互联网+时代如何定位客户

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Jingdong book

大数据营销：互联网+时代如何定位客户

Name: 大数据营销：互联网+时代如何定位客户
Brand: Jingdong book
SKU: 3102014761
Price: 43.69 USD
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《大数据营销：互联网+时代如何定位客户》是一个实用的资源，有助于营销和运营专业人士利用大数据来提高其组织抓住B2C和B2B营销机会的能力。这一全面的指南概述了一个经过检验的流程，当企业航行于混沌之中时，这一流程有助于以数据驱动的战略做出严格的决策。作者John F. "Jeff" Tanner是这一领域的知名专家，基于可靠的研究，《大数据营销：互联网+时代如何定位客户》一书阐明了至关重要的概念和技术，包括令人信服的例子，面向的是可能还不了解大数据分析细节的营销和运营专业人士。
正如作者解释，评估大数据的力量需要用一种新的方式看待战略，否则大数据的大量、多样、高速特点将压垮组织。经过十年的研究，发展至今的动态客户战略（DCS），在补充了专业人士已经掌握的战略知识的同时，充分利用了大数据。DCS包含了一个理论构图、一个数据战略、组织化学习以及客户知识能力。
这一重要资源，展示了动态客户战略的独特模型和指标如何被用于创建一种面向数据和消费者新行为的全新方法。作者一步一步地，阐明了概念，强调了对企业大数据计划影响大的关键决策。
《大数据营销：互联网+时代如何定位客户》一书为你提供的信息和工具，可以助你组装一系列的相关技术、整合多种商务实践、开发合适的人力资源——终从大数据中收获巨大的利润。

Content Description

《大数据营销：互联网+时代如何定位客户》以“加速学习并行动”为主线，展示了面向数据和消费者新行为的动态客户战略。
《大数据营销：互联网+时代如何定位客户》全书3大部分11章。第一部分（1-3章）介绍了适用于大数据的动态客户战略方法，以概念图为基础，作者阐述了如何将大数据与DCS融合并可操作化。第二部分（4-9章）论述了大数据战略的流程，包括数据的获取、分析、应用以及评估。第三部分（10-11章）讨论如何将大数据和动态客户战略嵌入企业的创新变革以及组织文化。

Author Description

John F. (Jeff) Tanner博士，是贝勒大学商业合作研究室的营销学教授和执行主任。1988年，在佐治亚大学获得博士学位之后，他成为贝勒大学的教师。他发表了超过70篇科研文章，以及超过200篇的会议论文。同时他还是15本专著的作者或合著者。他是IBM、Pearson-Prentice Hall出版社、Cabela's公司以及美国联邦政府的在任顾问。他也是几家公司和非营利组织的董事会成员。

Catalogue

1 第一篇大数据及动态客户战略
3 第1章大数据的大战略
1．1 超越炒作
1．2 加速学习的价值
1．3 引入动态客户战略
1．4 DCS补充了设计学派
1．5 大数据和DCS的障碍
1．6 小结
1．7 注释
25 第2章动态客户战略构图
2．1 作为战略的理论
2．2 概念
2．3 关联性
2．4 通过控制建立因果性
2．5 条件
2．6 使模型可操作化
2．7 塔吉特百货的行为忠诚度模型
2．8 简单模型与复杂模型
2．9 小结
2．10 注释
41 第3章将战略可操作化
3．1 从概念到操作
3．2 操作性定义
3．3 从战略到行动
3．4 微软公司的DCS以及快速失败思维
3．5 测试和决定
3．6 管理决策风险
3．7 有效使用大数据
3．8 小结
3．9 注释
61 第二篇大数据战略
63 第4章创建大数据战略
4．1 避免数据陷阱
4．2 陷入数据陷阱的航空公司
4．3 创建数据战略
4．4 小结
4．5 注释
79 第5章大数据的获取
5．1 测量的质量
5．2 事实和大数据
5．3 获取大数据
5．4 做出好的选择
5．5 销售人员的特别挑战
5．6 小结
5．7 注释
97 第6章流洞察
6．1 循环模型
6．2 统计模型的应用
6．3 数据类型—分析方法的类型
6．4 数据与模型的匹配
6．5 小结
113 第7章将模型应用于客户
7．1 Mac's公司如何避免谓折扣
7．2 决策图
7．3 对话和大数据
7．4 级联式营销活动
7．5 级联式营销活动加快学习进程
7．6 用多因素实验设计加速购买流程
7．7 小结
7．8 注释
129 第8章大数据与大量的营销流行词
8．1 客户体验管理
8．2 价值和执行能力
8．3 执行能力、价值以及建立关系的倾向
8．4 响应能力
8．5 花旗银行万事达卡对总体市场的响应能力
8．6 透明度
8．7 社区
8．8 Cabela's公司的客户体验历程
8．9 小结
8．10 注释
145 第9章大业绩的大数据度量
9．1 用大数据进行度量
9．2 变异和业绩
9．3 创建一个容差范围
9．4 可视化
9．5 创建合适的度量
9．6 小结
9．7 注释
165 第三篇大数据文化
167 第10章多重创新的准同步采用
10．1 建立吸收能力
10．2 人、过程和工具
10．3 管理变革
10．4 为你的企业家授权
10．5 柯尼卡-美能达公司的惊人结果
10．6 结果之一：客户知识能力
10．7 全球化实施
10．8 小结
10．9 注释
189 第11章领导动态客户文化并在动态客户文化中领导
11．1 领导力、大数据以及动态客户战略
11．2 领导力与文化
11．3 运动
11．4 利用战略性试验
11．5 大数据，大决策，大成果
11．6 注释
205 后记
209 延伸阅读
211 作者简介
213 译者后记

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