作者 Verhoef, Peter C., author
書名 Creating value with big data analytics [electronic resource] : making smarter marketing decisions / Peter C. Verhoef, Edwin Kooge and Natasha Walk
出版項 London : Routledge, 2016
國際標準書號 9781317561927 (e-book)
9781315734750 (e-book : PDF)
9781317561903 (e-book: Mobi)
9781317561910 (e-book: ePub)
9781138837959 (hardback)
9781138837973 (paperback)
book jacket
說明 1 online resource (xxii, 316 p.)
附註 Includes bibliographical references and index
1. Big data challenges -- 2. Creating value using big data analytics -- 2.1. Value-customer metrics -- 2.2. Value-to-firm metrics -- 3. Data, data everywhere -- 3.1. Data integration -- 3.2. Customer privacy and data secrutiy -- 4. How big data are changing analytics -- 4.1. Classic data analytics -- 4.2. Big data analytics -- 4.3. Creating impact with storytelling and visualization -- 5. Building successful big data capabilities -- 6. Every business has (big) data : let's use them -- 7. Concluding thoughts and key learning poitns
主題 Big data
Consumer profiling
Marketing -- Data processing
Alt Author Kooge, Edwin
Walk, Natasha