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Data-driven Analytics for Sustainable Buildings and Cities: From Theory to Application (Sustainable Development Goals Series)
by Xingxing ZhangThis book explores the interdisciplinary and transdisciplinary fields of energy systems, occupant behavior, thermal comfort, air quality and economic modelling across levels of building, communities and cities, through various data analytical approaches. It highlights the complex interplay of heating/cooling, ventilation and power systems in different processes, such as design, renovation and operation, for buildings, communities and cities. Methods from classical statistics, machine learning and artificial intelligence are applied into analyses for different building/urban components and systems. Knowledge from this book assists to accelerate sustainability of the society, which would contribute to a prospective improvement through data analysis in the liveability of both built and urban environment. This book targets a broad readership with specific experience and knowledge in data analysis, energy system, built environment and urban planning. As such, it appeals to researchers, graduate students, data scientists, engineers, consultants, urban scientists, investors and policymakers, with interests in energy flexibility, building/city resilience and climate neutrality.
Data Driven Approaches for Healthcare: Machine learning for Identifying High Utilizers (Chapman & Hall/CRC Big Data Series)
by Chengliang Yang Chris Delcher Elizabeth Shenkman Sanjay RankaHealth care utilization routinely generates vast amounts of data from sources ranging from electronic medical records, insurance claims, vital signs, and patient-reported outcomes. Predicting health outcomes using data modeling approaches is an emerging field that can reveal important insights into disproportionate spending patterns. This book presents data driven methods, especially machine learning, for understanding and approaching the high utilizers problem, using the example of a large public insurance program. It describes important goals for data driven approaches from different aspects of the high utilizer problem, and identifies challenges uniquely posed by this problem. Key Features: Introduces basic elements of health care data, especially for administrative claims data, including disease code, procedure codes, and drug codes Provides tailored supervised and unsupervised machine learning approaches for understanding and predicting the high utilizers Presents descriptive data driven methods for the high utilizer population Identifies a best-fitting linear and tree-based regression model to account for patients’ acute and chronic condition loads and demographic characteristics
Data-Driven Customer Engagement: Mastering MarTech Strategies for Success
by Ralf StraussEmbark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation.
Data-Driven Customer Experience Transformation: Optimize Your Omnichannel Approach
by null Mohamed ZakiWe are living in an experience-driven economy, where the customer's experience is paramount and even beloved brands risk losing market share due to a single negative customer experience.In our technology-led, omnichannel environment, one of the biggest risks for brands is a lack of consistency in their customer experience across digital, physical and social channels. Data-driven Customer Experience Transformation provides insights and frameworks for creating delightful customer experiences across all three channels, by leveraging data and the latest technologies. Using cutting-edge research from the Cambridge Service Alliance, at the University of Cambridge, this book explores the importance of omnichannel customer-centricity across all sectors and takes you on a journey from setting your strategy, through designing and managing your customer experiences in real-time. It explores how AI can be used to identify opportunities and predict engagement, as well as how to use data to understand customer loyalty, forge stronger customer relationships and drive growth.By combining academic rigour with real-world examples from leading companies such as Microsoft, KFC and Emirates Airline, this book is the ultimate guide to designing and implementing an exceptional data-driven customer experience across all channels, whether you work in B2B, B2C or public services.
Data-Driven Decision Making
by Vinod Sharma Chandan Maheshkar Jeanne PouloseThis book delves into contemporary business analytics techniques across sectors for critical decision-making. It combines data, mathematical and statistical models, and information technology to present alternatives for decision evaluation. Offering systematic mechanisms, it explores business contexts, factors, and relationships to foster competitiveness. Beyond managerial perspectives, it includes contributions from professionals, academics, and scholars worldwide, delivering comprehensive knowledge and skills through diverse viewpoints, cases, and applications of analytical tools. As an international business science reference, it targets professionals, academics, researchers, doctoral scholars, postgraduate students, and research organizations seeking a nuanced understanding of modern business analytics.
Data-Driven Decision-Making for Business
by Claus Grand BangResearch shows that companies that employ data-driven decision-making are more productive, have a higher market value, and deliver higher returns for their shareholders. In this book, the reader will discover the history, theory, and practice of data-driven decision-making, learning how organizations and individual managers alike can utilize its methods to avoid cognitive biases and improve confidence in their decisions. It argues that value does not come from data, but from acting on data.Throughout the book, the reader will examine how to convert data to value through data-driven decision-making, as well as how to create a strong foundation for such decision-making within organizations. Covering topics such as strategy, culture, analysis, and ethics, the text uses a collection of diverse and up-to-date case studies to convey insights which can be developed into future action. Simultaneously, the text works to bridge the gap between data specialists and businesspeople. Clear learning outcomes and chapter summaries ensure that key points are highlighted, enabling lecturers to easily align the text to their curriculums.Data-Driven Decision-Making for Business provides important reading for undergraduate and postgraduate students of business and data analytics programs, as well as wider MBA classes. Chapters can also be used on a standalone basis, turning the book into a key reference work for students graduating into practitioners. The book is supported by online resources, including PowerPoint slides for each chapter.
Data-driven Decision-making for Product Managers: A Primer to Data Literacy in Product Management (Business Guides on the Go)
by Gabriel SteinhardtThis book is an essential guide for product managers seeking to harness the power of data to drive their product decisions. It is a detailed resource for developing and maintaining data literacy, a core skill for product managers. Through a structured approach supported by practical insights and illustrative examples, readers will learn to prioritize decisions based on quantitative data rather than intuition, understand core data concepts, and analyze and leverage data effectively. Product managers will discover how data can transform decision-making processes, enabling evidence-based selection, prioritization, and resource allocation for product features. By using customer feedback, user behavior data, market research, and performance metrics, product managers can foster a culture that leverages data to create successful products. This introductory primer and reference guide is indispensable for product managers aiming to integrate data-driven methodologies into their practice, ensuring their decisions are informed, strategic, and impactful.
Data-Driven Decision Making for Product Service Systems
by Xavier Boucher Giuditta Pezzotta Roberto Sala Marco Bertoni Fabiana PirolaThis book is a compilation of theoretical and practical contributions aimed at facilitating the servitization of manufacturing companies, specifically focusing on data-driven decision-making within the context of Product-Service Systems (PSS). Providing a comprehensive overview, it discusses the latest breakthroughs in operational, tactical, and strategic decision-making for PSS, leveraging data-driven processes, methodologies, and tools. Therefore, the book significantly contributes to strengthening the knowledge on the use of data-driven decision-making methods and tools all the phases of the PSS lifecycle.From extended warranties and leasing to pay-per-use and other innovative configurations, manufacturing companies are increasingly adopting servitized business models and PSS to create additional value for their customers and users and create robust relationships with them, ensuring more reliable cash flows. In this setting, effective information management and the utilization of aggregated operational data have become essential for guiding strategic, tactical, and operational decisions.This book not only consolidates theoretical frameworks but also offers practical insights into data-driven decision-making in PSS, providing deep knowledge on how complex decisions can be taken along the various phases of the PSS lifecycle using data-driven methods and tools. Key areas of focus include: 1. In the Beginning of Life, introducing new services tailored to customer needs, disclosing new business opportunities in terms of revenues, and extending the PSS Middle of Life.2. Designing or re-designing assets and/or services, thereby influencing the PSS Beginning of Life.3. Enhancing daily decisions related to asset management to improve the PSS Middle of Life.4. Optimizing daily decisions related to service delivery and management, aimed at enhancing the PSS Middle of Life.5. Facilitating informed decisions on recycling, remanufacturing, refurbishing, and revamping, impacting the PSS End of Life.This book will be of interest to researchers and managers in industry as it offers insights that bridge the gap between theory and practical application in the evolving landscape of PSS.
Data-Driven Decision Making im operativen und strategischen Investitionscontrolling: Entwicklung eines prozessorientierten Ansatzes (essentials)
by Luca Weigerding Jessica HastenteufelDieses Essential bietet eine praxisnahe Einführung in datengetriebene Entscheidungsprozesse und deren Anwendung im Investitionscontrolling. Es erklärt theoretische Grundlagen und zeigt, wie Big Data und moderne Analysemethoden traditionelle Ansätze revolutionieren. Anhand von Beispielen und Handlungsempfehlungen wird veranschaulicht, wie Unternehmen durch datenbasierte Entscheidungen Wettbewerbsvorteile erzielen können. Besonders im Fokus stehen die Optimierung von Prozessen, die Risikominimierung und die effektive Nutzung moderner Technologien wie Machine Learning und Datenvisualisierung. Dieses Werk ist ein unverzichtbarer Leitfaden für Entscheider und Controller, die datengetriebene Strategien umsetzen möchten.
Data-Driven Decision Making in Entrepreneurship: Tools for Maximizing Human Capital
by Nikki Blacksmith Maureen E. McCuskerSince the beginning of the 21st century, there has been an explosion in startup organizations. Together, these organizations have been valued at over $3 trillion. In 2019, alone, nearly $300 billion of venture capital was invested globally (Global Startup Ecosystem Report 2020). Simultaneously, an explosion in high volume and high velocity of big data is rapidly changing how organizations function. Gone are the days where organizations can make decisions solely on intuition, logic, or experience. Some have gone as far as to say that data is the most valuable currency and resource available to businesses, and startups are no exception. However, startups and small businesses do differ from their larger counterparts and corporations in three distinct ways: 1) they tend to have fewer resources, time, and specialized training to devote to data analytics; 2) they are part of a unique entrepreneurial ecosystem with unique needs; 3) scholarship and academic research on human capital data analytics in startups is lacking. Existing entrepreneurship research focuses almost exclusively on macro-level aspects. There has been little to no integration of micro- and meso-level research (i.e., individual and team sciences), which is unfortunate given how organizational scientists have significantly advanced human capital data analytics. Unlike other books focused on data analytics and decision for organizations, this proposed book is purposefully designed to be more specifically aimed at addressing the unique idiosyncrasies of the science, research, and practice of startups. Each chapter highlights a specific organizational domain and discuss how a novel data analytic technique can help enhance decision-making, provides a tutorial of said regarding the data analytic technique, and lists references and resources for the respective data analytic technique. The volume will be grounded in sound theory and practice of organizational psychology, entrepreneurship and management and is divided into two parts: assessing and evaluating human capital performance and the use of data analytics to manage human capital.
Data Driven Decisions: Systems Engineering to Understand Corporate Value and Intangible Assets
by Joshua JahaniExpand your enterprise into new regions using systems engineering and data analysis In Data Driven Decisions: Systems Engineering to Understand Corporate Valuation and Intangible Assets, investment banker, systems engineer, and Cornell University lecturer Joshua Michael Jahani delivers an incisive and unique unveiling of how to use the tools of systems engineering to value your organization, its intangible assets, and how to gauge or prepare its readiness for an overseas or cross-border expansion. In the book, you’ll learn to implement a wide range of systems engineering tools, including context diagrams, decision matrices, Goal-Question-Metric analyses, and more. You’ll also discover the following: How to communicate corporate value measurements and their impact to owners, executives, and investors. Explorations of the relevant topics when considering an international expansion, including macroeconomics, joint ventures, market entry, corporate valuations, mergers and acquisitions, and company culture. A comprehensive framework and methodology for examining available global regions in your search for the perfect expansion target. A deep understanding of specific sectors in which intangible assets have a particular impact, including branded consumer products, ad-tech, and healthcare.A must-have resource for business owners, managers, executives, directors, and other corporate leaders, Data-Driven Decisions will also prove invaluable to consultants and other professionals who serve companies considering expansion or growth into new regions.
Data-Driven DEI: The Tools and Metrics You Need to Measure, Analyze, and Improve Diversity, Equity, and Inclusion
by Randal PinkettA practical blueprint for successful, measurable, and impactful DEI initiatives In Data-Driven DEI: The Tools and Metrics You Need to Measure, Analyze, and Improve Diversity, Equity, & Inclusion, Dr. Randal Pinkett, a renowned diversity, equity, and inclusion (DEI) thought leader delivers a practical and evidence-based blueprint to achieving lasting impact with your DEI initiatives. Dr. Pinkett has created a simple, step-by-step process to assess the current state of your DEI, analyze that data to create a personal and organizational action plan, and implement data-driven, science-based, and technology-enabled interventions for greater diversity, equity, and inclusion. The book provides: Tools and instruments to assess your personal preferences and competencies as well as your organizational culture, climate, policies, and practices Strategies and proven practices to mitigate bias, improve decision-making, foster innovation, and expand thinking preferences, cultural competence, inclusive leadership, allyship and more A library of measures, metrics, and key performance indicators (KPIs) to gauge progress, evaluate results and demonstrate impact An indispensable resource for individual contributors, managers, executives, founders, entrepreneurs, and other business leaders, Data-Driven DEI deserves a place on the bookshelf of any professional seeking to have a real-world impact that delivers personal and organizational results.
Data-Driven Design and Construction
by Randy Deutsch"In this comprehensive book, Professor Randy Deutsch has unlocked and laid bare the twenty-first century codice nascosto of architecture. It is data. Big data. Data as driver. . . This book offers us the chance to become informed and knowledgeable pursuers of data and the opportunities it offers to making architecture a wonderful, useful, and smart art form. " --From the Foreword by James Timberlake, FAIA Written for architects, engineers, contractors, owners, and educators, and based on today's technology and practices, Data-Driven Design and Construction: 25 Strategies for Capturing, Applying and Analyzing Building Data addresses how innovative individuals and firms are using data to remain competitive while advancing their practices. seeks to address and rectify a gap in our learning, by explaining to architects, engineers, contractors and owners--and students of these fields--how to acquire and use data to make more informed decisions. documents how data-driven design is the new frontier of the convergence between BIM and architectural computational analyses and associated tools. is a book of adaptable strategies you and your organization can apply today to make the most of the data you have at your fingertips. Data-Driven Design and Construction was written to help design practitioners and their project teams make better use of BIM, and leverage data throughout the building lifecycle.
Data Driven Energy Centered Maintenance (Energy Management)
by Marvin T. Howell Fadi AlshakhshirOver recent years, many new technologies have been introduced to drive the digital transformation in the building maintenance industry. The current trend in digital evolution involves data-driven decision making which opens new opportunities for an energy centered maintenance model. Artificial Intelligence and Machine Learning are helping the maintenance team to get to the next level of maintenance intelligence to provide real-time early warning of abnormal equipment performance. This edition follows the same methodology as the First. It provides detailed descriptions of the latest technologies associated with Artificial Intelligence and Machine Learning which enable data-driven decision-making processes about the equipment’s operation and maintenance. Technical topics discussed in the book include: Different Maintenance Types and The Need for Energy Centered Maintenance The Centered Maintenance Model Energy Centered Maintenance Process Measures of Equipment and Maintenance Efficiency and Effectiveness Data-Driven Energy Centered Maintenance Model: Digitally Enabled Energy Centered Maintenance Tasks Artificial Intelligence and Machine Learning in Energy Centered Maintenance Model Capabilities and Analytics Rules Building Management System Schematics The book contains a detailed description of the digital transformation process of most of the maintenance inspection tasks as they move away from being manually triggered. The book is aimed at building operators as well as those building automation companies who are working continuously to digitalize building operation and maintenance procedures. The benefits are reductions in the equipment failure rate, improvements in equipment reliability, increases in equipment efficiency and extended equipment lifespan.
A Data-Driven Fleet Service: State of Health Forecasting of Lithium-Ion Batteries (AutoUni – Schriftenreihe #170)
by Friedrich von BülowGiven the limitations of state-of-the-art methods, this book presents a state of health (SOH) forecasting method that is suitable for lithium-ion battery (LIB) systems in real-world battery electric vehicle operation. Its histogram-based features can capture the higher operational variability compared to constant and controlled laboratory operation. Also, the transferability of a trained machine learning model to new LIB cell types and new operational domains is investigated. The presented SOH forecasting method can be provided as a cloud service via a web or smartphone app to fleet managers. Forecasting the SOH enables fleet managers of battery electric vehicle fleets to forecast and plan vehicle replacements.
Data-Driven Healthcare: How Analytics and BI are Transforming the Industry (Wiley and SAS Business Series)
by Laura B. MadsenHealthcare is changing, and data is the catalyst Data is taking over in a powerful way, and it's revolutionizing the healthcare industry. You have more data available than ever before, and applying the right analytics can spur growth. Benefits extend to patients, providers, and board members, and the technology can make centralized patient management a reality. Despite the potential for growth, many in the industry and government are questioning the value of data in health care, wondering if it's worth the investment. Data-Driven Healthcare: How Analytics and BI are Transforming the Industry tackles the issue and proves why BI is not only worth it, but necessary for industry advancement. Healthcare BI guru Laura Madsen challenges the notion that data have little value in healthcare, and shows how BI can ease regulatory reporting pressures and streamline the entire system as it evolves. Madsen illustrates how a data-driven organization is created, and how it can transform the industry. Learn why BI is a boon to providers Create powerful infographics to communicate data more effectively Find out how Big Data has transformed other industries, and how it applies to healthcare Data-Driven Healthcare: How Analytics and BI are Transforming the Industry provides tables, checklists, and forms that allow you to take immediate action in implementing BI in your organization. You can't afford to be behind the curve. The industry is moving on, with or without you. Data-Driven Healthcare: How Analytics and BI are Transforming the Industry is your guide to utilizing data to advance your operation in an industry where data-fueled growth will be the new norm.
Data-Driven HR: How to Use Analytics and Metrics to Drive Performance
by Bernard MarrTraditionally seen as a purely people function unconcerned with numbers, HR is now uniquely placed to use company data to drive performance, both of the people in the organization and the organization as a whole. Data-Driven HR is a practical guide which enables HR professionals to leverage the value of the vast amount of data available at their fingertips. Covering how to identify the most useful sources of data, collect information in a transparent way that is in line with data protection requirements and turn this data into tangible insights, this book marks a turning point for the HR profession. Covering all the key elements of HR including recruitment, employee engagement, performance management, wellbeing and training, Data-Driven HR examines the ways data can contribute to organizational success by, among other things, optimizing processes, driving performance and improving HR decision making. Packed with case studies and real-life examples, this is essential reading for all HR professionals looking to make a measurable difference in their organizations.
Data-Driven HR: How to Use AI, Analytics and Data to Drive Performance
by Bernard MarrHow can HR professionals utilize and leverage their organization's data effectively, with the use of AI, for more talent attraction, better employee engagement and higher talent retention to ultimately drive performance?AI is now an integral part of being data-driven. With this updated edition of Data-Driven HR, practitioners can unlock business potential and success through data and analytics. Covering topics such as recruitment, employee engagement, performance management, wellbeing and training, HR practitioners can benefit from knowing how to really be data-driven through the use of data and AI. HR teams will learn how to identify business goals, scrutinize useful sources of data and gain rich and diverse insights from their vast amounts of data. This book brings guidance on how to manage challenges that come with data and AI, as well as how to responsibly and transparently use data to improve decision making. It also includes predictive analytics and how to place warning systems into databases for any potential workforce issues. Packed with practical advice, key takeaways and real-life examples, this is essential reading for all HR professionals looking to make a measurable difference in their organizations.
Data-Driven Innovation: Why the Data-Driven Model Will Be Key to Future Success
by Michael Moesgaard Andersen Torben PedersenToday, innovation does not just occur in large and incumbent R&D organizations. Instead, it often emerges from the start-up community. In the new innovation economy, the key is to quickly find pieces of innovation, some of which may already be developed. Therefore, there is the need for more advanced means of searching and identifying innovation wherever it may occurs. We point to the importance of data-driven innovation based on digital platforms, as their footprints are growing rapidly and in sync with the shift from analogue to digital innovation workflows. This book offers companies insights on paths to business success and tools that will help them find the right route through the various options when it comes to the digital platforms where innovations may be discovered and from which value may be appropriated. The world hungers for growth and one of the most important vehicles for growth is innovation. In light of the new digital platforms from which data-driven innovation can be extracted, major parts of analogue workflows will be substituted with digital workflows. Data-driven innovation and digital innovation workflows are here to stay. Are you?
Data-Driven Innovation in the Creative Industries (Routledge Research in the Creative and Cultural Industries)
by Melissa Terras Vikki Jones Nicola Osborne Chris SpeedThe creative industries – the place where art, business, and technology meet in economic activity – have been hugely affected by the relatively recent digitalisation (and often monetisation) of work, home, relationships, and leisure. Such trends were accelerated by the global COVID-19 pandemic. This edited collection examines how the creative industries can be supported to make best use of opportunities in digital technology and data-driven innovation.Since digital markets and platforms are now essential for revenue generation and audience engagement, there is a vital need for improved data and digital skills in the creative and cultural sectors. Taking a necessarily global perspective, this book explores the challenges and opportunities of data-driven approaches to creativity in different contexts across the arts, cultural, and heritage sectors. Chapters reach beyond the platforms and approaches provided by the technology sector to delve into the collaborative work that supports innovation around the interdisciplinary and cross-sectoral issues that emerge where data infrastructures and approaches meet creativity.A novel intervention that uniquely centres the role of data in the theory and practice of creative industries’ innovation, this book is valuable reading for those researching and studying the creative economy as well for those who drive investment for the creative industries in a digitalised society.The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 International license.
The Data Driven Leader: A Powerful Approach to Delivering Measurable Business Impact Through People Analytics
by Jenny Dearborn David SwansonData is your most valuable leadership asset—here's how to use it The Data Driven Leader presents a clear, accessible guide to solving important leadership challenges through human resources-focused and other data analytics. This engaging book shows you how to transform the HR function and overall organizational effectiveness by using data to make decisions grounded in facts vs. opinions, identify root causes behind your company’s thorniest problems and move toward a winning, future-focused business strategy. Realistic and actionable, this book tells the story of a successful sales executive who, after leading an analytics-driven turnaround (in Data Driven, this book’s predecessor), faces a new turnaround challenge as chief human resources officer. Each chapter features insightful commentary and practical notes on the points the story raises, guiding you to put HR analytics into action in your organization. HR and other leaders cannot afford to overlook the power and competitive advantages of data-driven decision-making and strategies. This book reflects the growing trend of CEOs choosing analytics-minded business leaders to head HR, at a time when workplaces everywhere face game-changing forces including automation, robotics and artificial intelligence. It is urgent that human resources leaders embrace analytics, not only to remain professionally relevant but also to help their organizations successfully navigate this digital transformation. HR professionals can and must: Understand essential data science principles and corporate analytics models Identify and execute effective data analytics initiatives Boost HR and company productivity and performance with metrics that matter Shape an analytics-centric culture that generates data driven leaders Most organizations capture and report data, but data is useless without analysis that leads to action. The Data Driven Leader shows you how to use this tremendous asset to lead your organization higher.
Data-driven Manufacturing: The Kutesmart System
by Nancy Hua Dai Willy ShihThe data-driven manufacturing system at this Chinese bespoke mens' suit manufacturer illustrates the use of information technology to support mass customization in a largely manual production environment. It contrasts sharply with some of the Industrie 4.0 automation-heavy approaches taken in some Western companies. Thus the case seeks to unpack the essence of a data-driven mass customization approach that is more suited to small and medium enterprises.
Data-driven Marketing: Insights aus Wissenschaft und Praxis
by Silvia Boßow-Thies Christina Hofmann-Stölting Heike JochimsState-of-the-art Wissen zum Data-driven Marketing aus Forschung und PraxisFokussiert auf die entscheidenden Aspekte für ein erfolgreiches datengetriebenes MarketingAutoren sind Top-Experten aus der Praxis und der WissenschaftDieses Buch adressiert die entscheidenden Aspekte für ein erfolgreiches, datengetriebenes Marketing: Datenqualität, Datenanalyse, kreative, aber datenschutzkonforme und ethisch vertretbare Datennutzung. Die Herausgeberinnen haben dazu das aktuelle Know-how aus Wissenschaft und Praxis für die strategische und operative Marketingarbeit zusammengetragen. So ist ein wertvoller Impulsgeber und Leitfaden für Marketing-Professionals entstanden, die Ihre Marketingarbeit konsequent datenzentriert und kundenindividuell gestalten wollen. Dabei bleiben auch spezielle Aspekte wie eine visuelle Präsentation von Datenanalyse, der Einfluss der Tonalität einer Website auf die Werbewirksamkeit von Display Advertising und Prinzipien des digitalen Vertrauensaufbaus beim Einsatz von digitalen Kanälen nicht außen vor.Aus dem InhaltStrategischer Einsatz von Daten im Marketing Datenmanagement als Grundlage für MarketingentscheidungenSmarte Insights fürs Marketing (psychografisches Targeting, Programmatic Advertising, Uplift von Werbemaßnahmen, A/B-Testing)Data-driven Marketing in der realen Welt (Geointelligenz Im Outernet, digitale Komponenten bei Messen, Privacy Concerns in the Carsharing Economy)Datenschutz und die ethischen Grenzen der Datennutzung im Data-driven Marketing Mit Beiträgen von Prof. Dr. Silvia Boßow-Thies +++ Prof. Dr. Annette Corves +++ Prof. Dr. Nicole Fabisch +++ Prof. Dr. Lars-Gunnar Frahm +++ Dr. Björn Goerke +++ Prof. Dr. Goetz Greve +++ Prof. Dr. Susanne Hensel-Börner +++ Prof. Dr. Christina Hofmann-Stölting +++ Prof. Dr. Gregor Hopf +++ Luise Jacobs +++ Prof. Dr. Heike Jochims +++ Dr. Gwen Kaufmann +++ Carsten Köster +++ Terence Lutz +++ Prof. Dr. Doreén Pick +++ Dr. Dennis Proppe +++ Mareike Scheibe +++ Prof. Dr. Eva Schön +++ Prof. Dr. Manuel Stegemann +++ Prof. Dr. Thorsten Suwelack +++ Prof. Dr. Kai-Marcus Thäsler +++ Christian Westerkamp +++ Dr. Heike M. Wolters
Data-Driven Marketing: The 15 Metrics Everyone In Marketing Should Know
by Mark JefferyNAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATIONHow organizations can deliver significant performance gains through strategic investment in marketingIn the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organizationIn-depth discussion of the fifteen key metrics every marketer should knowBased on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firmsUses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spendingIn-depth examples of how to apply the principles in small and large organizationsFree downloadable ROMI templates for all examples given in the bookWith every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Data Driven Marketing For Dummies
by David SemmelrothEmbrace data and use it to sell and market your productsData is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently.Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you)Tips on using data to predict customer purchasing behavior based on past performanceUsing customer data and marketing analytics to predict when customers will purchase certain itemsInformation on how data collected can help with merchandise planningBreaking down customers into segments for easier market targetingBuilding a 360 degree view of a customer baseData Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.