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 6, Analytics for the Rest of Us (14 pages), the author considers the relationship between data and decision-making, highlighting the importance of selecting the right statistical analysis. He reviews different types of analytics, including research, reporting, and affinity, and expands his previous discussion of the characteristics of good data to include metric versus non-metric data, distribution of the data, and unstructured data. He provides a real-world example of how the online retailer Gilt Groupe used big data to segment customers and tailor sales offers. He analyzes methods for measuring the impact of marketing messages and channels through techniques such as attribution models and sequential basket analysis.

• Marketing channels
• Big data
• Customer relationship management