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You can't grow what you don't measure is the old saying. And in "Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight" author Colin Strong shows you how to interpret and incorporate data into an organization’s overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels.

Topics include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy.



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