The Big Data-Driven BusinessHow to Use Big Data to Win Customers, Beat Competitors, and Boost Profits
Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.
Acknowledgments vii Introduction: Why We Wrote This Book, and How It Can Help You ix 1 Big Data, Big Benefits 1 2 The Evolution of the Customer-Focused, Data-Driven Business 15 3 The Evolution of the Buyer’s Journey, or How the Internet Killed the Three-Martini Lunch 25 4 The Marketing Stack—Why CMOs and CIOs Are Working Together 35 The Software in the Stack 48 5 How Technology Bridges the Gap between Marketing and Sales 55 Technology Brings Harmony between Sales and Marketing at DocuSign 62 How Bizo Used Data to Boost Marketing–Sales Alignment 64 6 Data and the Rise of Online Advertising 69 Early Uses of Audience Data 72 Early Marketing Analytics—Audience Auditing 73 The Rise of Internet Advertising 74 Ad Networks 75 Audience Platforms 75 Online Advertising Exchanges 76 Retargeted Display Ads 77 Social Media Advertising’s Powerful Leap Forward 78 How Marketers Are Putting Data on Display 79 7 Using Data to Better Understand Customers and Pursue Prospects 85 Netflix Flexes Its Data Muscle 88 SaaS and Its Powerful Window on the Customer 90 The Power of Predictive Lead Modeling 91 Data Isn’t Reserved for Dot-Coms 93 8 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department 97 9 Implementing a Big Data Plan (Sometimes by Thinking Small) 113 Eleven Principles to Follow When Bringing Big Data into Your Business 123 10 Measurement, Testing, and Attribution 133 Data and Measurement 136 Measuring the Power of Display Ads 138 Data and Testing 138 Data and Attribution 140 Attribution’s Big Day 144 11 Data Can Be a Matter of Corporate Life and Death 149 The Dead 155 Near-Death Experience 161 Culture Clash 162 Missed Opportunity 165 Whistling Past the Graveyard? 166 Schadenfreude? 167 12 Using Data Responsibly 169 Privacy and Online Advertising 173 Privacy and the Corporate Database 176 The Responsibility of Corporations 179 13 Big Data’s Big Future 183 How Cleversafe Harnessed the Power of Data 187 Key Trends Defining Big Data’s Future 188 The Human Touch Remains Essential 206 Index 209
Russell Glass is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014. During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company. Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles. He's passionate about family, Duke basketball, golf and just about anything in HD. Sean Callahan is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine, Salon.com, and SI.com.
Every corporation in the world is using big data to some degree. The winners in today's data-driven environment create cultures that embrace big data in order to outshine the competition. The Big Data-Driven Business shows what it takes to create a thriving business culture that has intense focus on the customer by analyzing data, by being open to the truths it reveals, and by having the guts to act on those conclusions in order to prevail in the marketplace. The benefits of big data are available to any company, any size, in any industry. In this vital resource, Russell Glass and Sean Callahan offer real-world examples that act as an invaluable guide to establish a system that gathers and analyzes the data being generated by customers for delivering insights and revealing opportunities that can't be realized any other way. Once an effective big data system is established, competitive advantage and outsized shareholder value are bound to follow. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Filled with compelling real-world examples, The Big Data-Driven Business clearly demonstrates how leading marketers embrace software platforms that include marketing automation software, customer relationship management systems, data management platforms, and analytics tools to help make sense of customer behavior. The most effective strategy ties together the elements of this software, which is known as the marketing stack. With this insight about the target market, not only can the marketing team serve relevant messages to the right people at the right time, it can also anticipate their needs and perhaps even create the products their customer base didn't even know it wanted. Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming a necessity for businesses that want to thrive. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.
PRACTICAL ADVICE FOR HARNESSING THE POWER OF BIG DATA Filled with a wealth of examples from data-driven companies including Dell, Google, and many others, The Big Data-Driven Business offers any company of any size, in any industry a hands-on guide that uses real-world examples to demonstrate how to create a business culture that focuses on the customer through data. Russell Glass and Sean Callahan offer a glimpse inside the inner-workings of dozens of successful companies along with their expert guidance for establishing business systems that gather and analyze the data being generated by customers and can deliver invaluable insights and opportunities. Big data doesn't necessarily mean big expense. Every company is sitting on a goldmine of valuable customer and prospect data–in its email list, through website interactions, via its e-commerce data. The Big Data-Driven Business helps business managers and marketers discover what's important in this data, what indicates that a prospect is ready to buy or that a customer is ready to upgrade. With this information, businesses can take action before any of their competitors do. Become a powerhouse in the marketplace by applying the winning principles of big data. The Big Data-Driven Business is packed with the examples, tools, and strategies needed to put big data to work in your organization. "Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another. Sean and Russ's book illuminates why it's happening, how it's happening, and how businesses can take advantage." —Geoffrey Moore, author of Crossing the Chasm, The Gorilla Game, and Inside the Tornado "I think the concept in this book that businesses need to develop a culture of being open to data is 100% spot on, and I think the Obama for America 2008 campaign was a great example of this." —Dan Siroker, CEO and cofounder of Optimizely, former Advisor to The White House, and Director of Analytics, Obama for America 2008 Campaign
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