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 4, Operationalizing Strategy (12 pages), the author explains how to translate theoretical concepts into measurable marketing actions. The first step is to articulate the operational definitions that will be used to guide and measure actions. For example, there must be a definition of what makes a lead qualified-number of website visits, previous purchase, etc.-and everyone in the company must share this understanding. These definitions help to focus attention on the relevant aspects of big data. The author also outlines the common obstacles in making good decisions with big data, such as moving too fast, misinterpreting numbers, and mistrusting data. He presents an example of a how Random House used data to successfully change their strategy. He explains how to use decision rules as a way to put definitions into action.

• Big data
• Marketing channels
• Customer relationship management