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eISBN : 9781118889848

Sommaire : Acknowledgments
Introduction: Why We Wrote This Book, and How It Can Help You
1 Big Data, Big Benefits
2 The Evolution of the Customer-Focused, Data-Driven Business
3 The Evolution of the Buyer's Journey, or How the Internet Killed the Three-Martini Lunch
4 The Marketing Stack—Why CMOs and CIOs Are Working Together
5 How Technology Bridges the Gap between Marketing and Sales
6 Data and the Rise of Online Advertising
7 Using Data to Better Understand Customers and Pursue Prospects
8 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department
9 Implementing a Big Data Plan (Sometimes by Thinking Small)
10 Measurement, Testing, and Attribution
11 Data Can Be a Matter of Corporate Life and Death
12 Using Data Responsibly
13 Big Data's Big Future
Index

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque