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

"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"-- Provided by publisher.

"Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. Humanizing Big Data guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line. Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models. After reading this book, any brand should be in a position to make a step change in the value they derive from their data assets"-- Provided by publisher.

Includes bibliographical references and index.

Print version record.

Cover; Title; Copyright; Contents; Preface; Acknowledgements; 1 This changes everything; The breadth and depth of datafication; Datafication of sentiment/emotions; Datafication of interactions/relationships; Datafication of speech; Datafication of what is traditionally seen as offline activity; Datafication of culture; What is data?; Defining big data; Qualities of big data; Social data; Longitudinal data; Breadth of data; Real-time data; Unobtrusive data; Retrospective data; This book; Notes; Part One Current thinking; 2 Is there a view from nowhere?; Who are you talking to?

4 Perils and pitfallsDangers 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?; Theory is there whether we like it or not; Big data can be misleading without theory; A middle way; Concluding thoughts; Notes; 5 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 others: complex vs simple systems.

The influence of social effects on system complexityBuilding models to make predictions; Learning to live with uncertainty: the strategy paradox; Concluding thoughts; Notes; 6 The advertisers' dilemma; Online advertising metrics; Advertising blocking; Advertising fraud; Teasing apart cause and effect; Targeting problems when measuring effectiveness; Psychology of online advertising; Signalling; Disfluency; Concluding thoughts; Notes; Part Two Smart thinking; 7 Reading minds; The value of linking data sets; Knowing your customers; Understanding who we are from our digital exhaust.

The evolution of segmentationConcluding thoughts; Notes; 8 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; 9 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.

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