個案資料

Dynamic Customer Strategy: Today's CRM is a 10-chapter book published in 2014 by the Business Expert Press and written by Jeff Tanner, Jr., Professor of Marketing and Associate Dean of Faculty Development and Research at the Hankamer School of Business at Baylor University. In this book, the author explains how business leaders can capitalize on "Big Data," or the infinite customer information available in today's technology-based business environment. He provides a model for competitive advantage and maximized marketing performance through Dynamic Customer Strategy (DCS), an approach to understanding and utilizing Big Data. He includes real-world examples throughout the book and offers practical advice and discussion questions for both practitioners and students. In Chapter 1, Big Data and Dynamic Customer Strategy (19 pages), the author explains the foundation of his strategic model. He reviews the range of customer information from interaction to purchasing, and considers the volume, variety, and velocity of data. He explains how to work with and plan for big data through DCS and outlines the benefits of this approach, such as creating a shared organizational understanding of the business model. He illustrates a successful DCS with a real world example of how the retailer Cabela's increased the purchase follow-through of online customers. He also explores the technology required to implementing DCS and two common obstacles, the data itself and employee mindset.

• Customer relationship management
• Marketing channels
• Big data