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Engaging Customers Using Big Data

How Marketing Analytics Are Transforming Business

Arvind Sathi

978-1-137-38619-9

2014
Edition 1
- Big data is the buzz word in business, with everyone striving to not only understand it, but to use it in their own discipline, this book will help marketing executives, brand managers, and IT professionals understand what BIG DATA means and how to capture it in a way that is useful for marketing
- This book will explain how the marketing function is undergoing fundamental changes, and how personalized advertising is being delivered using online channels where the marketers identify the specific customer and tailor their messaging based on customer behavior, context, and intention, and then explain how to utilize it for their own success
€100

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