Big Data and Business Analytics

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2

Jack and the Big Data Beanstalk:

Capitalizing on a Growing

Marketing Opportunity

Tim Suther, Bill Burkart, and Jie Cheng

DO YOU KNOW JACK?

Had he lived in the twenty- rst century, Jack—he of the beanstalk fame—

perhaps would have been a C- suite marketing executive with a LinkedIn

prole maxed out with connections and a résumé lled with genuine suc-

cess stories. Consider his circumstances:

CONTENTS

Do You Know Jack? ..........................................................................................21

e Challenge: Mega and Giga, Meet Zetta ..................................................23

Old Is New ......................................................................................................... ...