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 3, Making Sense of Big Data (13 pages), the author examines the importance of developing a data strategy. He explains that companies often make misleading assumptions about data that send managers down the wrong decision making path. He defines data traps, such as assuming that all customers are alike, and how a proper data strategy can help companies avoid these mistakes. He outlines a four-step model for creating a data strategy: acquire the right data for the decisions to be made, analyze appropriately, apply¬ the knowledge operationally, and assess the data and the process. He considers different types of data needed: transactional, demographic, motivational, and lifestyle, among others. He highlights the use of a successful data strategy with the real-world example of Gallery Furniture.

• Marketing channels
• Big data
• Customer relationship management