Dynamic customer strategy : today's CRM /

Dynamic customer strategy : today's CRM /

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Marketers, merchandisers, and sales executives alike are struggling with Big Data--the data streaming at increasing speeds from myriad channels and options for communicating with customers. The tools are likely to continue to multiply, paralyzing many executives with simply too many choices. Using d...

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Bibliographic Details
Main Author: Tanner, John F. (Author)
Format: Electronic eBook
Language:English
Published: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Edition:First edition.
Series:2013 digital library.
Marketing strategy collection.
Subjects:
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 Access:An electronic book accessible through the World Wide Web; click to view
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Table of Contents:
  • 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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