O'Reilly logo

Dynamic Customer Strategy by John F. Tanner, Jr.

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 4

Operationalizing Strategy

Who asks whether the enemy was defeated by strategy or valor?

—Virgil

Introduction

How does theory become a strategy? We explore the links between mapping the factors that influence a market and creating action plans to leverage those relationships. After reading this chapter, you should be able to:

Create operational definitions of the concepts you’ve identified in a theory

Develop measures based on those operational definitions

Design decision rules that trigger marketing actions

Begin to assess the effectiveness of your measures

By now, you already understand, at least conceptually, that Big Data by itself isn’t strategic. In fact, creating rule engines around data such as Call customer after three ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required