Academic journal article SAM Advanced Management Journal

The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

Academic journal article SAM Advanced Management Journal

The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

Article excerpt

* THE BIG DATA-DRIVEN BUSINESS

How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

By Russell Glass and Sean Callahan Wiley

Are big data big time or just big hype? The Big Data-Driven Business makes the case that big data are for real. Using real life examples that range from Nate Silver to Copernicus, from BlackBerry to Apple, the book demonstrates that the winners of the future will use big data to seek the truth.

In an era when the customer--both in the consumer world and the B2B world--holds all the cards, it is imperative that businesses gain greater understanding of their customers and their prospects. And the key to achieving this is through big data, which provide a window to view a company's customers today and who a company's customers may be tomorrow. Topics include:

* What big data are and how they will transform enterprise?

* Why major corporations are betting their companies on marketing technology?

* Case studies of companies that are big data winners and losers. …

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