Customer Intelligence: From Data to Dialogue

Customer Intelligence: From Data to Dialogue outlines clearly how and why ubiquitous information is going to change the world of marketing. It provides an eloquent and balanced perspective that is rooted in a deep understanding of how the marketing process actually works. It combines a thorough knowledge of how information is utilized to create customer profiles with a clear–sighted understanding of how these profiles may be employed in marketing campaigns. The reader is exposed to the vast potential of customer information as well as the reasons why many business leaders have failed to grasp this opportunity. In this landmark book the past is dissected and the future is proclaimed. It is essential reading.
"Never before in my lifetime as a so–called marketing “Guru” have I found the subject of information so compelling, urbane, relevant and exciting … Kelly’s style of writing is riveting; his insights are captivating. He is destined to be one of those authors who change the world."
—Professor Malcolm McDonald, Cranfield University School of Management
"A rare example of a business book that challenges the reader to engage in the debate about the future of marketing in the 21st century."
—Peter G. Wray, Chairman, ′loyalty matters′ and CM4P
"Engagingly readable, provocative, and insightful."
—Dr Richard J. Varey, Professor of Marketing, The Waikato Management School, New Zealand
"A concise look at what really matters when a business is serious about driving business value from its most important asset – customer information."
—John McKean, author of Information Masters and Customers are People, www.informationmasters.com

Spis treści:
Foreword by Malcolm McDonald.
Acknowledgements.
Introduction.
Part I: The Decade of Customer Information Exploitation: 1990–2000.
Chapter 1: The Concept of Customer Intelligence: From Product to Customer.
Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge.
Chapter 3: The Eclipse of Mass Marketing: From Many to One.
Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused.
Part II: The Decade of Customer Information Exchange: 2000–2010.
Chapter 5: The Collapse of Time: From Lapsed to Real.
Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission.
Chapter 7: Closing the Loop: From Monologue to Dialogue.
Chapter 8: The New Practice of Marketing: From Selling to Buying.
Notes.
Index.

Nota biograficzna:
Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

Okładka tylna:
Customer Intelligence: From Data to Dialogue outlines clearly how and why ubiquitous information is going to change the world of marketing. It provides an eloquent and balanced perspective that is rooted in a deep understanding of how the marketing process actually works. It combines a thorough knowledge of how information is utilized to create customer profiles with a clear–sighted understanding of how these profiles may be employed in marketing campaigns. The reader is exposed to the vast potential of customer informa tion as well as the reasons why many business leaders have failed to grasp this opportunity. In this landmark book the past is dissected and the future is proclaimed. It is essential reading.
"Never before in my lifetime as a so–called marketing “Guru” have I found the subject of information so compelling, urbane, relevant and exciting … Kelly’s style of writing is riveting; his insights are captivating. He is destined to be one of those authors who change the world."
—Professor Malcolm McDonald, Cranfield University School of Management
"A rare example of a business book that challenges the reader to engage in the debate about the future of marketing in the 21st century."
—Peter G. Wray, Chairman, ′loyalty matters′ and CM4P
"Engagingly readable, provocative, and insightful."
—Dr Richard J. Varey, Professor of Marketing, The Waikato Management School, New Zealand
"A concise look at what really matters when a business is serious about driving business value from its most important asset – customer information."
—John McKean, author of Information Masters and Customers are People, www.informationmasters.com