CreatingValuewithBigDataAnalyticsMakingSmartMarketingDecisions

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CreatingValuewithBigDataAnalytics

Ournewlydigitalworldisgeneratinganalmostunimaginableamountofdataaboutallof

us.Suchavastamountofdataisuselesswithoutplansandstrategiesthataredesignedto

cope with its size and complexity, and which enable organ-isations to leverage the

information to create value.Thisbook is a refreshinglypracticalyettheoreticallysound

roadmaptoleveragingbigdataandanalytics.

Creating Value with Big Data Analytics provides a nuanced view of big data

development, arguing that big data in itself is not a revolution but an evolution of the

increasing availability of data that has been observed in recent times. Building on the

authors’extensiveacademicandpracticalknowledge,thisbookaimstoprovidemanagers

andanalystswithstrategicdirectionsandpracticalanalyticalsolutionsonhowtocreate

valuefromexistingandnewbigdata.

Bytyingdataandanalyticstospecificgoalsandprocessesforimplementation,thisisa

much-needed book that will be essential reading for students and specialists of data

analytics,marketingresearch,andcustomerrelationshipmanagement.

Peter C. Verhoef is Professor of Marketing at the Department of Marketing, Faculty of

Economics and Business, University of Groningen, The Netherlands. He also holds a

visitingprofessorshipinMarketingatBINorwegianBusinessSchoolinOslo.

Edwin Kooge is co-founder of Metrixlab Big Data Analytics, The Netherlands. He is a

pragmaticdataanalyst,a result-focusedconsultant, andentrepreneurwithmorethan25

years’experienceinanalytics.

NatashaWalkis co-founderofMetrixlab BigData Analytics,TheNetherlands.Sheis a

data hacker, analyst, and talent coach with more than 20 years’ experience in applied

analytics.

Thisisatimelyandthought-provokingbookthatshouldbeonamust-readlistofanyoneinterestedinbigdata.

SunilGupta,

EdwardW.CarterProfessorofBusiness,HarvardBusinessSchool,USA

Thisisoneofthemostcompellingpublicationsonthechallengesandopportunitiesofdataanalytics.Itpaintsnot

onlyatheoreticalframework,butalsonavigatesmarketingprofessionalsonorganizationalchangeanddevelopment

ofskillsandcapabilitiesforsuccess.Amust-readtounlockthefullpotentialofdata-drivenandfact-basedmarketing!

HarryDekker,

MediaDirector,UnileverBenelux,TheNetherlands

CreatingValuewithBigDataAnalyticsoffersauniquelycomprehensiveandwell-groundedexaminationofoneof

the most critically important topics in marketing today. With a strong customer focus, it provides rich, practical

guidelines,frameworksandinsightsonhowbigdatacantrulycreatevalueforafirm.

KevinLaneKeller,

TuckSchoolofBusiness,DartmouthCollege,USA

Nolongercanmarketingdecisionsbemadeonintuitionalone.Thisbookrepresentsanexcellentformulacombining

leadingedgeinsightandexperienceinmarketingwithdigitalanalyticsmethodsandtoolstosupportbetter,fasterand

more fact-based decision-making. It is highly recommended for business leaders who want to ensure they meet

customerdemandswithprecisioninthe21stcentury.

MortenThorkildsen,

CEORejlers,Norway;chairmanofITandcommunicationscompany,Itera;formerCEO,IBMNorway(2003–13);ex-

chairmantheNorwegianComputerSociety(2009–13),andvisitinglecturerNorwegianBusinessSchool,Norway

BigDataisthenextfrontierinmarketing.Thiscomprehensive,yeteminentlyreadablebookbyVerhoef,Koogeand

Walkisaninvaluableguideandamust-readforanymarketerseriouslyinterestedinusingbigdatatocreatefirm

value.

Jan-BenedictE.M.Steenkamp,

MasseyDistinguishedProfessorofMarketing,MarketingAreaChair&ExecutiveDirectorAiMark,Kenan-Flagler

BusinessSchool,UniversityofNorthCarolinaatChapelHill,USA

Thisbookgoesbeyondthehype,toprovideamorethoroughandrealisticanalysisofhowbigdatacanbedeployed

successfullyincompanies;successfulinthesenseofcreatingvaluebothforthecustomeraswellasthecompany,as

wellaswhatthepre-requisitesaretodoso.Thisbookisnotaboutthehype,norabouttheanalytics,itisaboutwhat

reallymatters:howtocreatevalue.Itisalsoillustratedwithabroadrangeofinspiringcompanycases.

HansZijlstra,

CustomerInsightDirector,AIRFRANCEKLM,TheNetherlands

Firstpublished2016

byRoutledge

2ParkSquare,MiltonPark,Abingdon,OxonOX144RN

andbyRoutledge

711ThirdAvenue,NewYork,NY10017

RoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusiness

©2015PeterC.Verhoef,EdwinKoogeandNatashaWalk

TherightofPeterC.Verhoef,EdwinKoogeandNatashaWalktobeidentifiedasauthorsofthisworkhasbeenasserted

bytheminaccordancewithsections77and78oftheCopyright,DesignsandPatentsAct1988.

Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedorutilisedinanyformorbyanyelectronic,

mechanical,orothermeans,nowknownorhereafterinvented,includingphotocopyingandrecording,orinany

informationstorageorretrievalsystem,withoutpermissioninwritingfromthepublishers.

Everyefforthasbeenmadetocontactcopyrightholdersfortheirpermissiontoreprintmaterialinthisbook.The

publisherswouldbegratefultohearfromanycopyrightholderwhoisnothereacknowledgedandwillundertaketo

rectifyanyerrorsoromissionsinfutureeditionsofthisbook.

Trademarknotice:Productorcorporatenamesmaybetrademarksorregisteredtrademarks,andareusedonlyfor

identificationandexplanationwithoutintenttoinfringe.

BritishLibraryCataloguinginPublicationData

AcataloguerecordforthisbookisavailablefromtheBritishLibrary

LibraryofCongressCataloginginPublicationData

Verhoef,PeterC.,author.

Creatingvaluewithbigdataanalytics:makingsmartermarketingdecisions/

PeterVerhoef,EdwinKoogeandNatashaWalk.

pagescm

Includesbibliographicalreferencesandindex.

1.Consumerprofiling.2.Bigdata.3.Marketing–Dataprocessing.I.Kooge,

Edwin.II.Walk,Natasha.III.Title.

HF5415.32.V4752016

658.8’3–dc23

2015027898

ISBN:978-1-138-83795-9(hbk)

ISBN:978-1-138-83797-3(pbk)

ISBN:978-1-315-73475-0(ebk)

TypesetinBembo

bySunriseSettingLtd,Paignton,UK

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