April 2016
Beginner to intermediate
304 pages
8h 54m
English
Content preview from Big Data and Business Analytics
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Jack and the Big Data Beanstalk • 41
Imperatives:
1. Get Multidimensional—rene across all relevant data points, view-
ing customer information as an enterprise asset.
2. Work Inside Out—invest proportionally to customer value.
3. Work Outside In—use digital data to optimize all media.
4. Link Intersecting Insights—connect customer and contextual insight
to create high- performing marketing.
5. Build Trust—solve for customer value, not just short- term results.
e payos, once again, are (1) measurable improvements in marketing
performance, (2) increased value of your customer portfolio, and (3) more
intelligent and defendable pricing.
Much like they were for a resourceful Jack and his widowed mother, the
stakes are high in today’s marketplace, ...
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