Analytics and Dynamic Customer Strategy: Big Profits from Big Data

Accelerate the power of Big Data with Dynamic Customer Strategy If there is anything certain about big data, its that continuous learning and change will be necessary to master it. In this book Tanner describes how to build learning and change into your big data marketing strategy. Its clear, concise, and funwhat are you waiting for? Thomas H. Davenport, Distinguished Professor, Babson College; Author of Competing on Analytics and Big Data Work Big data is not hype. Its an opportunity and a business imperative. In Jeffs book he explains clearly how an organization can create and execute a Big Data strategy today that drives Revenue and Profits. Bruce Culbert, Partner and Chief Services Officer, The Pedowitz Group This book from Dr. Jeff Tanner delivers insights, useful models, processes, and real–world examples that will help you rise above the Big Data hype to drive a sustainable competitive advantage. Dr. Tanner applies Jack Welchs learn and act philosophy to his Dynamic Customer Strategy model to inspire todays business executives to fail fast, fail cheap, take action, and learn. This book is a must read today since the market leaders of tomorrow will enjoy big profits from Big Data. So buy it, read it, apply it, and then act and learn before your competitors do! Lisa Arthur, Chief Marketing Officer, Teradata Applications; Author of Big Data Marketing: Engage Your Customers More Effectively to Drive Value I liked this book for the practical approach, the detailed how–to explanation of what organizations must do, and what steps they may take. Dr. Tanner wrote another great book that can be leveraged in the classroom to learn, or in the organization to guide implementations. Well done. Esteban Kolsky, Thinkjar This is an exciting book. I feel like Im reading about the last 10 years of my life and all my frustrations of organizations that just didnt get it. Ben Becker, Becker Strategies With Analytics and Dynamic Customer Strategy, Tanner goes far beyond the discussion of what big data is and why its important from a sales and marketing perspective. Through an enlightening mix of research, strategy, and review of enlightening case studies, Tanner puts forth important methodologies for creating customer–centric business models where data fuels efficient, successful, sustainable customer engagement. Where in the early days of social media adoption, enterprises had some leeway for learning to integrate social into the enterprise, customer sophistication and expectations are significantly higher now. You have less time and fewer opportunities to get it right. Luckily, Tanner delivers a blueprint to help you to get it right, make it work for your customers, and make it work for your bottom line. Brent Leary, CRM industry analyst and Managing Partner, CRM Essentials, LLC

Foreword Preface Acknowledgments Part One: Big Data & Dynamic Customer Strategy Chapter 1: Big Strategy for Big Data Beyond the Hype The Value of Accelerated Learning Introducing Dynamic Customer Strategy DCS Complements Design School Barriers to Big Data & DCS Summary Notes Chapter 2: Mapping Dynamic Customer Strategy Theory as Strategy Concepts Relationships Establishing Causality through Control Conditions Making the Model Operational Target’s Behavioral Loyalty Model Simple VS Complex Models Summary Notes Chapter 3: Operationalizing Strategy Conceptual to Operational Operational Definitions From Strategy to Action Microsoft’s DCS & Fail Fast Mentality Experiments & Decisions Managing Decision Risk Using Big Data Effectively Summary Notes Part Two: Big Data Strategy Chapter 4: Creating a Big Data Strategy Avoiding Data Traps An Airline Falls into a Data Trap Creating the Data Strategy Summary Notes Chapter 5: Big Data Acquisition Measurement Quality The Truth and Big Data Acquiring Big Data Making Good Choices The Special Challenge of Salespeople Summary Notes Chapter 6: Streaming Insight The Model Cycle Applications of Statistical Models Types of Data – Types of Analytics Matching Data to Models Summary Chapter 7: Turning Models into Customers Mac’s Avoids Mindless Discounting Decision Mapping Conversations and Big Data Cascading Campaigns Cascading Campaigns Accelerates Learning Accelerating the Process with Multi–Factorial Experimental Design Summary Notes Chapter 8: Big Data and Lots of Marketing Buzzwords Customer Experience Management Value & Performance Performance, Value, and Propensity to Relate Responsiveness Citibank MasterCard Responds at Market Level Transparency Community Cabela’s Journey to Customer Experience Summary Notes Chapter 9: Big Data Metrics for Big Performance The Big Data of Metrics Variation & Performance Creating a Tolerance Range Visualization Creating the Right Metrics Summary Notes Part Three: Big Data Culture Chapter 10: The Near–Simultaneous Adoption of Multiple Innovations Building Absorptive Capacity People, Process, and Tools Managing the Change Empowering Your Entrepreneurs Konica–Minolta’s Awesome Results One Result: Customer Knowledge Competence Global Implementation Summary Notes Chapter 11: Leading (in) the Dynamic Customer Culture Leadership, Big Data, and Dynamic Customer Strategy Leadership and Culture Movements Exploiting Strategic Experimentation Big Data, Big Decisions, Big Results Notes Afterword Additional Readings About the Author Index

JOHN F. JEFF TANNER, J R ., P H D, is Professor of Marketing and the Executive Director of Baylor Universitys Business Collaboratory. His work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, and the Journal of Business Research . He has authored and coauthored 15 books. Tanner is a consultant to companies such as IBM, PearsonPrentice Hall, Cabelas, and the federal government. He serves on the board of directors of several companies and nonprofits.