Creating value with big data analytics :
Verhoef, Peter C.,
Creating value with big data analytics : making smarter marketing decisions / Peter Verhoef, Edwin Kooge, Natasha Walk. - xxii, 316 p. : illustrations (black and white)
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging Big Data and analytics. This book provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times.
Specialized.
9781138837973 (pbk.) : £34.99 1138837970
Consumer profiling.
Big data.
Marketing--Data processing.
Business and Management.
Business and Management.
Creating value with big data analytics : making smarter marketing decisions / Peter Verhoef, Edwin Kooge, Natasha Walk. - xxii, 316 p. : illustrations (black and white)
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging Big Data and analytics. This book provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times.
Specialized.
9781138837973 (pbk.) : £34.99 1138837970
Consumer profiling.
Big data.
Marketing--Data processing.
Business and Management.
Business and Management.
