Lisa Arthur Untangles the Biggest Problem Facing Business Today in 'Big Data Marketing'
She calls it "the big data hairball," and with that descriptor alone, every business leader knows exactly what Lisa Arthur, Chief Marketing Officer of Teradata Applications, is talking about: Corporate data. Marketing data. Big data. All data. Data. Data. Data.
"Yes, endless data is a daunting challenge for modern business, alright. And with data increasing in volume, velocity and variety across every part of your company every second of every day, you need an enterprise-level strategy to 'untangle' the hairball; otherwise, you'll never leverage the riches it contains to drive sustainable top-line growth," says Arthur.
Business leaders know value is lurking within all that data; but how can they begin to turn data ... into revenue? The good news from marketing veteran Arthur is: Your big data challenge can be addressed most readily by starting with marketing data-driven marketing, to be specific. And in her new book, Big Data Marketing: Engage Your Customers More Effectively and Drive Value (Wiley; October 2013; Hardcover and ebook; $30.00(US); ISBN: 978-1-118-73389-9), she gives readers a road map for doing precisely that.
Big Data Marketing is a priority read for executives, marketers and others who want to tackle big data and use it to improve customer experiences, show revenue impact and demonstrate the value of their own roles. After all, many of today's business leaders find themselves caught in an intensifying snarl of data. They're also paralyzed by internal silos and hamstrung by outdated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle what has become a company-wide problem.
In Big Data Marketing, Arthur draws on more than 30 years of technology industry marketing leadership and her current role as CMO of Teradata Applications, a division of Teradata Corporation, to provide a common-sense, step-by-step and proven approach to data-driven marketing adoption. Using non-technical language, a healthy dose of humor and real-world examples from companies like American Red Cross, International Speedway Corporation (ISC), KeyBank, and Designer Shoe Warehouse (DSW), among others, Arthur helps readers better understand and master the challenges and opportunities of modern big data marketing.
- How marketers can use data to learn what they need to know
- How to make metrics a business "mantra"
- The five fundamental components of a successful data-driven marketing strategy
- Strategies to drive brand relevance and Return on Marketing Investment (ROMI)
- Approaches to managing marketing spend, a company's largest variable expenditure
- How to drive value through personalization, and other proven ways to elevate customer experiences.
"It's high time to tame the beast and get strategic about how to tackle big data," Arthur urges. "As companies put off formulating plans, data continues to stream in, creating massive tangles of information, processes and applications. Today's business leaders need to confront big data head-on. Yet to do so, they must first have a clear view of the task ahead of them. If you're ready to move your business forward, and bypass all the sensationalism and hype, Big Data Marketing is for you. Let's start the conversation."