The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

227 Pages·2014·1.52 MB·English

by  Russell Glass

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THE
BIG DATA-
DRIVEN
BUSINESS
BIG DATA
HOW TO USE TO WIN CUSTOMERS,
BEAT COMPETITORS, AND BOOST PROFITS
RUSSELL GLASS SEAN CALLAHAN
(cid:129)
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Coverdesign:Wiley
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Contents
Acknowledgments vii
Introduction:WhyWeWroteThisBook,
andHowItCanHelpYou ix
1 BigData,BigBenefits 1
2 TheEvolutionoftheCustomer-Focused,
Data-DrivenBusiness 15
3 TheEvolutionoftheBuyer’sJourney,orHowthe
InternetKilledtheThree-MartiniLunch 25
4 TheMarketingStack—WhyCMOsandCIOsAre
WorkingTogether 35
TheSoftwareintheStack 48
5 HowTechnologyBridgestheGapbetween
MarketingandSales 55
TechnologyBringsHarmonybetweenSalesandMarketing
atDocuSign 62
HowBizoUsedDatatoBoostMarketing–SalesAlignment 64
6 DataandtheRiseofOnlineAdvertising 69
EarlyUsesofAudienceData 72
EarlyMarketingAnalytics—AudienceAuditing 73
TheRiseofInternetAdvertising 74
AdNetworks 75
AudiencePlatforms 75
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iv Contents
OnlineAdvertisingExchanges 76
RetargetedDisplayAds 77
SocialMediaAdvertising’sPowerfulLeapForward 78
HowMarketersArePuttingDataonDisplay 79
7 UsingDatatoBetterUnderstandCustomers
andPursueProspects 85
NetflixFlexesItsDataMuscle 88
SaaSandItsPowerfulWindowontheCustomer 90
ThePowerofPredictiveLeadModeling 91
DataIsn’tReservedforDot-Coms 93
8 TheArrivalofLeft-BrainedLeadersandthe
RiseoftheMarketingDepartment 97
9 ImplementingaBigDataPlan(Sometimesby
ThinkingSmall) 113
ElevenPrinciplestoFollowWhenBringingBigDatainto
YourBusiness 123
10 Measurement,Testing,andAttribution 133
DataandMeasurement 136
MeasuringthePowerofDisplayAds 138
DataandTesting 138
DataandAttribution 140
Attribution’sBigDay 144
11 DataCanBeaMatterofCorporate
LifeandDeath 149
TheDead 155
Near-DeathExperience 161
CultureClash 162
MissedOpportunity 165
WhistlingPasttheGraveyard? 166
Schadenfreude? 167
12 UsingDataResponsibly 169
PrivacyandOnlineAdvertising 173
PrivacyandtheCorporateDatabase 176
TheResponsibilityofCorporations 179
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v
Contents
13 BigData’sBigFuture 183
HowCleversafeHarnessedthePowerofData 187
KeyTrendsDefiningBigData’sFuture 188
TheHumanTouchRemainsEssential 206
Index 209
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Acknowledgments
R
uss would like to thank his wife, Robin, and his three lovely
girls—Ava,Mackenzie,andAnnika—forhavingthepatience
to put up with him every day.
Sean would like to thank his wife, Nancy, and his daughters—
SophieandCharlotte—forunderstandingtheoccasionalweekends
and late nights that were devoted to writing this book. He would
alsoliketothankhismomanddadforreadingtohimasaboyand
giving him a lifelong love of stories.
Together, Russ and Sean want to thank all of the Bizonians and
our new colleagues at LinkedIn who helped with the creation of
this book.
Theyalsothankallofthepeoplewhosharedtheirinsightswith
them and who were indispensable in shaping the ideas contained
in this book.
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