Key decisions determine the success of big data strategyDynamic Customer Strategy: Big Profits from Big Data is acomprehensive guide to exploiting big data for bothbusiness-to-consumer and business-to-business marketing. Thiscomplete guide provides a process for rigorous decision making innavigating the data-driven industry shift, informing marketingpractice, and aiding businesses in early adoption. Using data froma five-year study to illustrate important concepts and scenariosalong the way, the author speaks directly to marketing andoperations professionals who may not necessarily be big data savvy.With expert insight and clear analysis, the book helps eliminateparalysis-by-analysis and optimize decision making for marketingperformance.Nearly seventy-five percent of marketers plan to adopt a bigdata analytics solution within two years, but many are likely tofail. Despite intensive planning, generous spending, and the bestintentions, these initiatives will not succeed without a manager atthe helm who is capable of handling the nuances of big dataprojects. This requires a new way of marketing, and a new approachto data. It means applying new models and metrics to brand newconsumer behaviors. Dynamic Customer Strategy clarifies thesituation, and highlights the key decisions that have the greatestimpact on a company's big data plan. Topics include:* Applying the elements of Dynamic Customer Strategy* Acquiring, mining, and analyzing data* Metrics and models for big data utilization* Shifting perspective from model to customerBig data is a tremendous opportunity for marketers and may justbe the only factor that will allow marketers to keep pace with thechanging consumer and thus keep brands relevant at a time ofunprecedented choice. But like any tool, it must be wielded withskill and precision. Dynamic Customer Strategy: Big Profits fromBig Data helps marketers shape a strategy that works.

Foreword xiPreface xvAcknowledgments xviiPart One: Big Data and Dynamic Customer StrategyChapter 1: Big Strategy for Big Data 3Beyond the Hype 4The Value of Accelerated Learning 6Introducing Dynamic Customer Strategy 7DCS Complements Design School 19Barriers to Big Data and DCS 20Summary 24Notes 24Chapter 2: Mapping Dynamic Customer Strategy 27Theory as Strategy 28Concepts 29Relationships 31Establishing Causality through Control 34Conditions 39Making the Model Operational 40Target's Behavioral Loyalty Model 40Simple versus Complex Models 42Summary 43Notes 43Chapter 3: Operationalizing Strategy 45Conceptual to Operational 45Operational Definitions 48From Strategy to Action 53Microsoft's DCS and Fail-Fast Mentality 53Experiments and Decisions 54Managing Decision Risk 57Using Big Data Effectively 59Summary 63Notes 64Part Two: Big Data StrategyChapter 4: Creating a Big Data Strategy 69Avoiding Data Traps 70An Airline Falls into a Data Trap 71Creating the Data Strategy 73Summary 83Notes 83Chapter 5: Big Data Acquisition 85Measurement Quality 88The Truth and Big Data 89Acquiring Big Data 90Making Good Choices 98The Special Challenge of Salespeople 99Summary 100Notes 101Chapter 6: Streaming Insight 103The Model Cycle 103Applications of Statistical Models 108Types of Data--Types of Analytics 112Matching Data to Models 113Summary 118Chapter 7: Turning Models into Customers 119Mac's Avoids Mindless Discounting 120Decision Mapping 121Conversations and Big Data 123Cascading Campaigns 127Cascading Campaigns Accelerate Learning 130Accelerating the Process with Multifactorial Experimental Design 131Summary 133Notes 133Chapter 8: Big Data and Lots of Marketing Buzzwords 135Customer Experience Management 136Value and Performance 138Performance, Value, and Propensity to Relate 140Responsiveness 142Citibank MasterCard Responds at Market Level 143Transparency 144Community 146Cabela's Journey to Customer Experience 147Summary 149Notes 150Chapter 9: Big Data Metrics for Big Performance 151The Big Data of Metrics 152Variation and Performance 154Creating a Tolerance Range 156Visualization 158Creating the Right Metrics 164Summary 170Notes 170Part Three: Big Data CultureChapter 10: The Near-Simultaneous Adoption of Multiple Innovations 173Building Absorptive Capacity 176People, Process, and Tools 177Managing the Change 183Empowering Your Entrepreneurs 188Konica-Minolta's Awesome Results 190One Result: Customer Knowledge Competence 191Global Implementation 193Summary 194Notes 195Chapter 11: Leading (in) the Dynamic Customer Culture 197Leadership, Big Data, and Dynamic Customer Strategy 198Leadership and Culture 203Movements 207Exploiting Strategic Experimentation 212Big Data, Big Decisions, Big Results 213Notes 213Afterword 215Additional Readings 219About the Author 221Index 223