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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 1, Big Data and Dynamic Customer Strategy (19 pages), the author explains the foundation of his strategic model. He reviews the range of customer information from interaction to purchasing, and considers the volume, variety, and velocity of data. He explains how to work with and plan for big data through DCS and outlines the benefits of this approach, such as creating a shared organizational understanding of the business model. He illustrates a successful DCS with a real world example of how the retailer Cabela's increased the purchase follow-through of online customers. He also explores the technology required to implementing DCS and two common obstacles, the data itself and employee mindset.

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.

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.

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.

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.

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.

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 7, Turning Models Into Customers (15 pages), the author outlines three steps for putting knowledge into practice. The first is to simplify the operational model to enable employees to capture key data and respond accordingly and quickly. He explains how to use personas to guide frontline employees on how to react to typical customer types both at the market level to guide decisions about the marketing mix and at the customer level to individualize customer experience. The second step is to map customer conversations to understand the customer decision process and identify opportunities for effective marketing. The author illustrates the value of both market and consumer level DCS through an analysis of Maybank. The third step is to move customers to the next stage of the purchase process, or convert them, in a profitable way by testing approaches and learning from their outcomes. He reviews two "test and learn" methods, attribution modeling and experimental design.

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 8, Of Metrics and Models (17 pages), considers the use of data analysis in marketing models. The author reviews basic metrics and provides a model for data monitoring in three steps. The first is to decide what to monitor. The second is to identify the tolerance range (the appropriate range of variance in results). The third is to create a reporting or display system that provides for meaningful comparison and monitoring. He looks at different display types (such as statistic, real-time, conventional, and structured) and offers insight on how to determine the best method. He outlines assumptions in the decision-making process and provides three recommendations for decision-making. First, identify the assumptions underlying the data. Second, create metrics that fit the decision at hand. And, third, include statistics in the decision-making process. He illustrates the successful use of metrics through the example of Royal Bank of Canada.

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 10, Customer Culture (14 pages), explains the importance creating and maintaining the right company culture to sustain a DCS. The author outlines the requirements for this culture, starting with leadership that teaches strategy rather than simply mandating it. He says that it is essentials to have a Customer Knowledge Competence (CKC), which entails a company's ability to acquire, analyze, disseminate, and operationalize customer information. CKC depends on three factors: people with the right skills, tools that enable data acquisition and management, and supporting work processes and policies. He adds customer culture as an additional requirement, including valuing and rewarding CKC. He highlights the importance of a culture of learning and outlines several ways to focus on learning, such as individual brainstorming and team-based decision making. He presents the real world example of how the Meredith Corporation successfully brought data management in-house.