HumanizingBigData_MarketingattheMeetingo.epub - (EPUB全文下载)

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Note on the Ebook Edition
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This ebook published in 2015 by
Kogan Page Limited
2nd Floor, 45 Gee Street
London EC1V 3RS
United Kingdom
www.koganpage.com
© Colin Strong, 2015
E-ISBN 978 0 7494 7212 2
Full imprint details
CONTENTS
        Preface
        Acknowledgements
01 This changes everything
     The breadth and depth of datafication
     What is data?
     Defining big data
     Qualities of big data
     This book
     Notes
     PART ONE Current thinking
02 Is there a view from nowhere?
     Who are you talking to?
     Sources of bias in samples
     The upsides of sampling
     Bigger samples are not always better
     Big data and sampling
     Concluding thoughts
     Notes
03 Choose your weapons
     The perils of vanity metrics
     Thinking about thinking: defining the questions
     Frameworks to help select metrics
     Tracking your metrics
     From good data to good decisions
     Concluding thoughts
     Notes
04 Perils and pitfalls
     Dangers of reading data: the pitfalls of correlations
     Dangers of reading data: the frailties of human judgement
     The pitfalls of storytelling
     Mixing up narrative and causality
     Is theory important?
     Concluding thoughts
     Notes
05 The power of prediction
     The growth of data available for prediction
     How good is our ability to predict?
     Understanding the limitations of prediction
     Why some things are easier to predict than others: complex vs simple systems
     The influence of social effects on system complexity
     Building models to make predictions
     Learning to live with uncertainty: the strategy paradox
     Concluding thoughts
     Notes
06 The advertisers’ dilemma
     Online advertising metrics
     Psychology of online advertising
     Concluding thoughts
     Notes
     PART TWO Smart thinking
07 Reading minds
     The value of linking data sets
     Knowing your customers
     Understanding who we are from our digital exhaust
     The evolution of segmentation
     Concluding thoughts
     Notes
08 The ties that bind
     Why making choices can be so difficult
     Simplifying decision-making
     The role of influence and ‘influencers’
     Identifying network effects
     The implications of networks for marketing
     Exploring the importance of social relationships
     Concluding thoughts
     Notes
09 Culture shift
     Seeing the world in new ways
     De ............

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