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

PRACTICAL ADVICE FOR HARNESSING THE POWER OF BIG DATA Filled with a wealth of examples from data-driven companies including Dell, Google, and many others, The Big Data-Driven Business offers any company of any size, in any industry a hands-on guide that uses real-world examples to demonstrate how to create a business culture that focuses on the customer through data. Russell Glass and Sean Callahan offer a glimpse inside the inner-workings of dozens of successful companies along with their expert guidance for establishing business systems that gather and analyze the data being generated by customers and can deliver invaluable insights and opportunities. Big data doesn't necessarily mean big expense. Every company is sitting on a goldmine of valuable customer and prospect data–in its email list, through website interactions, via its e-commerce data. The Big Data-Driven Business helps business managers and marketers discover what's important in this data, what indicates that a prospect is ready to buy or that a customer is ready to upgrade. With this information, businesses can take action before any of their competitors do. Become a powerhouse in the marketplace by applying the winning principles of big data. The Big Data-Driven Business is packed with the examples, tools, and strategies needed to put big data to work in your organization. "Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another. Sean and Russ's book illuminates why it's happening, how it's happening, and how businesses can take advantage." —Geoffrey Moore, author of Crossing the Chasm, The Gorilla Game , and Inside the Tornado "I think the concept in this book that businesses need to develop a culture of being open to data is 100% spot on, and I think the Obama for America 2008 campaign was a great example of this." —Dan Siroker, CEO and cofounder of Optimizely, former Advisor to The White House, and Director of Analytics, Obama for America 2008 Campaign

Russell Glass is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014. During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company. Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles. He's passionate about family, Duke basketball, golf and just about anything in HD. Sean Callahan is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine , Salon.com, and SI.com.