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Dynamic Customer Strategy by John F. Tanner, Jr.

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Chapter 9

Making the Case for Big Data Solutions

Rounding off at the nearest cent is sufficiently accurate for practical purposes

—Alexander John Ellis

Introduction

Dynamic Customer Strategy (DCS) is a necessary set of skills and tools to maximize the return on Big Data. To obtain and develop the skills and tools takes investment, sometimes significant investment. That’s why, at the end of this chapter, you should be able to

understand how to quicken time to value (TTV);

make a business case for Big Data tools;

how to get the most from your technology;

In the previous chapter, we identified metrics useful in determining how well your marketing models are working. In this chapter, we dive into other metrics that are useful in examining ...

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