In Data We Trust

How Customer Data is Revolutionising Our Economy

Lars Luck, Björn Bloching, Thomas Ramge

224 pages, parution le 02/08/2012

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Résumé

Is it really possible for credit card companies to predict a divorce long before the couple in question know the end is nigh? Absolutely. All the information the companies need is already at their fingertips. The days of marketing professionals relying on 'gut feeling' are long gone, and intelligently analysed data streams make forecasting customer behaviour straightforward. As businesses all over the world fight hard and long for customer spend, it's the ones who transform data into smart data that will win the day, as data-crunch pioneers such as Google, Amazon and WalMart have shown.
Written by a team of experienced marketing experts this enlightening book describes the revolutionary change in the marketing environment in recent years, provides fascinating case studies and gives indispensable advice on smart use of customer data. It is an essential read not only for every marketing professional but everyone wondering what happens to their personal information once it's 'out there'.

L'auteur - Björn Bloching

Bjoern Bloching is a partner of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany, and is responsible for the brand management practice.

L'auteur - Thomas Ramge

Thomas Ramge est un journaliste économique, auteur et conférencier de premier plan, il collabore entre autres avec The Economist et Brand eins.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Bloomsbury
Auteur(s)	Lars Luck, Björn Bloching, Thomas Ramge
Parution	02/08/2012
Nb. de pages	224
Format	23 x 15
Couverture	Cartonné
Intérieur	Noir et Blanc
EAN13	9781408179512
ISBN13	978-1-4081-7951-2