Engaging Customers Using Big Data: How Marketing Analytics Are Transforming Business - Hardcover

Sathi, Arvind

Hardcover

ISBN 10: 1137386185 ISBN 13: 9781137386182

Publisher: Palgrave Macmillan, 2014

Synopsis

Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.

About this title

About the Author

Dr. Arvind Sathi is the World Wide Communication Sector Architect for Big Data at IBM®. Dr. Sathi received his Ph.D. in Business Administration from Carnegie Mellon University and worked under Nobel Prize winner Dr. Herbert A. Simon. Dr. Sathi is a seasoned professional with more than 20 years of leadership in Information Management architecture and delivery. His primary focus has been in creating visions and roadmaps for Advanced Analytics at leading IBM clients in Telecommunications, Media & Entertainment, and Energy & Utilities organizations, worldwide. He has conducted a number of workshops on Big Data assessment and roadmap development.

Prior to joining IBM, Dr. Sathi was the pioneer in developing knowledge-based solutions for CRM at Carnegie Group. At BearingPoint, he led the development of Enterprise Integration, MDM, and Operations Support Systems/Business Support Systems (OSS/BSS) solutions for the communications market and also developed horizontal solutions for communications, financial services, and public services. At IBM, Dr. Sathi has led several Information Management programs in MDM, data security, business intelligence, advanced analytics, big data and related areas and has provided strategic architecture oversight to IBM's strategic accounts. He has also delivered a number of workshops and presentations at industry conferences on technical subjects including MDM and data architecture, and he holds two patents in data masking. His first book'Customer Experience Analytics' was released by MC Press in October 2011 and the second book 'Big Data Analytics' was released in October 2012. He has also been a contributing author in a number of Data Governance books written by Sunil Soares.

Edition details

• Publisher: Palgrave Macmillan
• Publication date: 2014
• Language: English
• ISBN 10: 1137386185
• ISBN 13: 9781137386182
• Binding: Hardcover
• Number of pages: 229