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Humanizing big data : marketing at the meeting of data, social science and consumer insight / Colin Strong.

by Strong, Colin (Business writer)

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London ; Philadelphia : Kogan Page, 2015.

Marketing -- Data processing.

Internet advertising.

Customer relations -- Management.

Marketing research.

9780749472115 (paperback) :

0749472111 (paperback)

x, 212 pages ; 24 cm

Preface -- Acknowledgements -- 01. This changes everything. The breadth and depth of datafication -- What is data? -- Defining big data -- Qualities of big data -- This book -- Notes -- Part One. Current thinking. 02 Is there a view from nowhere? ; Who are you talking to? ; Sources of bias in samples ; The upsides of sampling ; Bigger samples are not always better ; Big data and sampling ; Concluding thoughts ; Notes -- 03 Choose your weapons. The perils of vanity metrics ; Thinking about thinking: defi ning the questions ; Frameworks to help select metrics ; Tracking your metrics ; From good data to good decisions ; Concluding thoughts ; Notes -- 04 Perils and pitfalls. Dangers of reading data: the pitfalls of correlations ; Dangers of reading data: the frailties of human judgement ; The pitfalls of storytelling ; Mixing up narrative and causality ; Is theory important? ; Concluding thoughts ; Notes -- 05 The power of prediction. The growth of data available for prediction ; How good is our ability to predict? ; Understanding the limitations of prediction ; Why some things are easier to predict than other: complex vs simple systems ; The influence of social effects on system complexity ; Building models to make predictions ; Learning to live with uncertainty: the strategy paradox ; Concluding thoughts ; Notes -- 06 The advertisers' dilemma. Online advertising metrics ; Advertising fraud ; Psychology of online advertising ; Concluding thoughts ; Notes -- Part Two. Smart thinking. 07 Reading minds. The value of linking data sets ; Knowing your customers ; Understanding who we are from our digital exhaust ; New dimensions ; The evolution of segmentation ; Concluding thoughts ; Notes -- 08 The ties that bind. Why making choices can be so difficult ; Simplifying decision-making ; The role of influence and 'influencers' ; Identifying network effects ; The implications of networks for marketing ; Exploring the importance of social relationships ; Concluding thoughts ; Notes -- 09 Culture shift. Seeing the world in new ways ; Deconstructing cultural trends ; Exploring the lifecycle of ideas through cultural analytics ; From verbal to visual: the importance of images ; Analysing cultural trends from images ; Concluding thoughts ; Notes -- 10 Bright ideas. So what do we need to do? ; Developing organization-wide networks of experts ; Using external networks ; Over-ambition? ; Nurturing ideas ; Concluding thoughts ; Notes -- Part Three. Consumer thinking. 11 Off limits? How people think about data sharing ; Limits to data-mediated relationships ; A model for thinking about data-mediated relationships ; Overstepping data-based relationships ; Looking beyond the data ; Concluding thoughts ; Notes -- 12 Getting personal. History of self-tracking ; A changing personal data landscape ; The relationship between data ownership and empowerment ; The pitfalls of personal analytics ; Potential solutions for empowerment ; Concluding thoughts ; Notes -- 13 Privacy paradox. Teenagers and privacy ; The pros and cons of data disclosure ; The behavioural economics of privacy ; Brand challenges ; Trust frameworks and transparency ; The trend towards transparency ; But does transparency work? ; So what should brands do? ; Concluding thoughts ; Notes -- Final thoughts -- Index.

"Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advice on how to interpret and incorporate data into an organization's overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels. Topics covered include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy"--

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