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. Chapter 2, The Elements of Dynamic Customer Strategy (11 pages), explains that developing strong strategy begins with understanding good theory. The author defines the main components of a theory, such as conceptual definitions of end goals, relationships between variables, and the conditions dictated by environmental variables. He says that DCS is based on understanding market factors and the relationship between them. Decision-making requires business managers to isolate the effects of each variable, including the correlation, chronology, and causality of the relationships between variables. This process also requires managers to (eliminate) variables that are not relevant. The author explains how control can be achieved through experimentation or statistics and illustrates these concepts in an analysis of how Target Corporation used customer transaction data to identify future purchase interests.

• Customer relationship management
• Big data
• Marketing channels