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Dynamic customer strategy : today's CRM /

Bewaard in:
Hoofdauteur: Tanner, John F. (Auteur)
Formaat: Elektronisch E-boek
Taal:Engels
Gepubliceerd in: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Editie:First edition.
Reeks:2013 digital library.
Marketing strategy collection.
Onderwerpen:
Customer relations > Management.
big data
customer relationship management
customer strategy
omnichannel marketing,
multichannel marketing
shopper journey
path to purchase
attribution modeling
dynamic customer strategy
integrated marketing management
marketing automation
Online toegang:An electronic book accessible through the World Wide Web; click to view
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Inhoudsopgave:
  • 1. Big data and dynamic customer strategy
  • 2. The elements of dynamic customer strategy
  • 3. Making sense of big data
  • 4. Operationalizing strategy
  • 5. Acquiring big (and little) data
  • 6. Analytics for the rest of us
  • 7. Turning models into customers
  • 8. Of metrics and models
  • 9. Making the case for big data solutions
  • 10. Customer culture
  • Notes
  • References
  • Index.

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