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| The Big Data - Driven Business |
How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits
Acknowledgments
Russ would like to thank his wife, Robin, and his three lovely
girls—Ava, Mackenzie, and Annika—for having the patience
to put up with him every day.
Sean would like to thank his wife, Nancy, and his daughters—
Sophie and Charlotte—for understanding the occasional weekends
and late nights that were devoted to writing this book. He would
also like to thank his mom and dad for reading to him as a boy and
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.
They also thank all of the people who shared their insights with
them and who were indispensable in shaping the ideas contained in this book.
Introduction:
Why We Wrote This Book,
and How It Can Help You
We decided to write a book about big data and its impact on
businesses, after many years working in and around
companies and with executives who were seeing, increasingly,
how data could change the courses of their careers and the
trajectories of the businesses they worked for. We also saw
incredible big data stories starting to hit the public’s consciousness.
There was Moneyball (W.W. Norton, 2003), the book by Michael
Lewis about how Oakland Athletics general manager Billy Beane
gained a huge advantage through big data. More recently, there
was The Signal and the Noise (Penguin, 2012), Nate Silver’s book
exploring why so many predictions fail because of a lack of big
data—or because of a misinterpretation of it.
Despite its obvious power, the understanding and use of big data
have remained surprisingly sporadic in the business world. We see
three types of people:
1. The Pioneers, who are embracing the troves of data that they
have access to and who are truly transforming the way
businesses are run and how customer communication is done.
2. The Frozen, who either don’t know how to get started or don’t
seem to want to uncover the truths that data might deliver.
3. The Denialists, who don’t believe that big data has any value
to deliver and whose businesses are dead or dying.
The first group is far outnumbered by the latter two.
We realized that those people who are stuck can learn a great
deal from the Pioneers who have come before them. These Pioneers
are not only breaking new ground but executing at a high
level, and all the while they are solving technological, organizational,
and cultural issues to capture and use data to deliver
outsized returns on investment. These Pioneers are delivering
great experiences for their prospects and clients. They are giving
rise to greater truth and better decisions by making more data
available in boardrooms. And they are helping to create companies
that truly understand what their customer needs are now and will
be in the future.
The people and stories we highlight in this book are designed to
bring you insight into the first waves of a sea change in howbusiness
is and will be done. Not only have they already brought huge upside
into their organizations, but they are also positioning their companies
to be long-term leaders in a highly competitive world.
We hope you find the journey as interesting as we do and come
away with some insights on why and how big data is changing and
should change the way business functions—whether within tiny
start-ups or within the largest enterprises in the world. Our thesis
starts with a simple premise: the companies that most effectively use
big data to gain insight into their customers and act on that data will win.
Be data-driven and customer focused, and you will reap the benefits.
We aim to show you how it’s being done, and how you can get
started. But first, let’s go back to when the earth was still thought to be flat.
Contents
Acknowledgments vii
Introduction:
Why We Wrote This Book, and How It Can Help You ix
1 Big Data, Big Benefits 1
2 The Evolution of the Customer-Focused,
Data-Driven Business 15
3 The Evolution of the Buyer’s Journey, or How the
Internet Killed the Three-Martini Lunch 25
4 The Marketing Stack—Why CMOs and CIOs Are
Working Together 35
The Software in the Stack 48
5 How Technology Bridges the Gap between
Marketing and Sales 55
Technology Brings Harmony between Sales and Marketing
at DocuSign 62
How Bizo Used Data to Boost Marketing–Sales Alignment 64
6 Data and the Rise of Online Advertising 69
Early Uses of Audience Data 72
Early Marketing Analytics—Audience Auditing 73
The Rise of Internet Advertising 74
Ad Networks 75
Audience Platforms 75
Online Advertising Exchanges 76
Retargeted Display Ads 77
Social Media Advertising’s Powerful Leap Forward 78
How Marketers Are Putting Data on Display 79
7 Using Data to Better Understand Customers
and Pursue Prospects 85
Netflix Flexes Its Data Muscle 88
SaaS and Its Powerful Window on the Customer 90
The Power of Predictive Lead Modeling 91
Data Isn’t Reserved for Dot-Coms 93
8 The Arrival of Left-Brained Leaders and the
Rise of the Marketing Department 97
9 Implementing a Big Data Plan (Sometimes by
Thinking Small) 113
Eleven Principles to Follow When Bringing Big Data into
Your Business 123
10 Measurement, Testing, and Attribution 133
Data and Measurement 136
Measuring the Power of Display Ads 138
Data and Testing 138
Data and Attribution 140
Attribution’s Big Day 144
11 Data Can Be a Matter of Corporate
Life and Death 149
The Dead 155
Near-Death Experience 161
Culture Clash 162
Missed Opportunity 165
Whistling Past the Graveyard? 166
Schadenfreude? 167
12 Using Data Responsibly 169
Privacy and Online Advertising 173
Privacy and the Corporate Database 176
The Responsibility of Corporations 179
13 Big Data’s Big Future 183
How Cleversafe Harnessed the Power of Data 187
Key Trends Defining Big Data’s Future 188
The Human Touch Remains Essential 206
Index 209
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Product details
Price
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File Size
| 1,653 KB |
Pages
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227 p |
File Type
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PDF format |
ISBN
| 9781118889800 |
Copyright
|
2015 by LinkedIn Corp
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