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 5, Acquiring Big (and Little) Data (14 pages), the author explains how to make data usable. The most important step, he says, is to know what data will inform decision-making. He recommends a Data Assets Inventory, which is a matrix of data variables and sources, to manage the data. He explains the criteria for judging data quality: accuracy and precision. He considers data variety, volume, and velocity and how technology enables companies to link varied data sources for new and innovative outcomes. He presents a real world example from JC Penney about asking for customer data and presents different methods of customer profiling. He also explains that, after acquiring the data, a company must go through the process of data cleaning and definition to prepare for analysis.

• Big data
• Customer relationship management
• Marketing channels