Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, by Colin Strong
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Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, by Colin Strong
Read and Download Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, by Colin Strong
Between tweets, likes, comments, blogs, videos and images, today’s customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advice on how to interpret and incorporate data into an organization’s overall marketing strategy. It is designed to help marketers improve customer relationships, enhance the targeting of their marketing efforts, align marketing activities with ultimate goals and objectives, and gain insight into the effectiveness of marketing campaigns and channels.
Topics covered include: the current limitations associated with big data, the differences between deriving the what, how and why from data, how to use social science to provide frameworks for a smart data agenda, privacy and personal data and the role of market research in a marketing strategy.
Humanizing Big Data: Marketing at the Meeting of Data, Social Science and Consumer Insight, by Colin Strong- Amazon Sales Rank: #1379604 in Books
- Published on: 2015-03-28
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .48" w x 6.14" l, 2.20 pounds
- Binding: Paperback
- 224 pages
Review "In this brave new world, companies are pulled in two directions - do they make money from the vast quantities of data they are able to gain from interactions with their customers, or focus on preserving the intangible benefits of goodwill and positive brand orientation by respecting customers' autonomy and privacy preferences? Colin Strong's Humanizing Big Data marches into this minefield with cogent analysis and thoughtful advice for management and marketing about the new breed of information-aware consumer." (Dr. Kieron O'Hara, Senior Research Fellow University of Southampton)"Manages to take the reader gently by the hand and give them an informed introduction to the world of big data, showing them how it can be utilized in business through a marketing-led perspective. Despite this being a very complex, inter-connected subject, this is a fairly light, open and jargon-free read. A pleasurable, thought-provoking book." (Darren Ingram Darren Ingram Media)“[A] practical guide to the new marketing opportunities created by big data - but also to its perils, pitfalls and limitations. Strong is an experienced and accomplished consumer researcher able to steer a path between the techies’ hype and the skeptics’ underestimation of the potential. He aims to 'humanize' big data by showing how analytics need to be combined with marketers’ understanding of customers as real people as well as with an implicit or explicit conceptual framework, ideally grounded in solid behavioral insights.” (Patrick Barwise, Professor of Management and Marketing London Business School)"[I]nvites readers to approach collecting Big Data with a more human-centered approach. ...The principles behind Humanizing Big Data can be implemented by a business of any size. After all, Big Data is everywhere: online, on social media, in CRMs, in email newsletter services, etc. The key is understanding how to use data that you have instead of the technology that you don’t." (Charles Franklin Small Business Trends)"This book takes the user through an introduction of big data and how marketers (and others) can use many different types of data to better understand their customer base, their marketing efforts and their business. The author does a very good job describing how the reader could use existing data combined with other data gathered from social media and user-generated content. I strongly suggest this book for anyone looking to learn more about big data." (Eric D. Brown EricBrown.com)"[A] concise, readable, well-sourced platform from which to continue your own exploration of whichever facet of big data is currently most relevant to you." (Joseph Rydolm Quirk's Marketing Research Media)"Colin Strong puts forward a compelling case that data can only take us so far; that what we do with data, and what data does to us, is a crucial, emerging piece of this important conversation around what's next for marketing. I thoroughly recommend Strong's book to all those who have a desire to glimpse what a smarter, wiser and more informed digital marketing world may look like." (Dr. Guy Champniss, Professor of Marketing and Consumer Behavior University of Reading)"This deeply thoughtful book from a vastly experienced marketer is a mature and wise reflection on the journey we have already begun, where it’s leading, and how we might wish to shape the future of our customer relationships in the interests of all of us. It helps that it’s addictively readable and commendably concise. For a small read on big data, start here." (Hugh Wilson, Professor of Strategic Marketing Cranfield School of Management)
About the Author
Colin Strong is a leading consumer researcher who has worked with a wide range of global brands to help shape their consumer strategies. He uses consumer data to drive insight that was once the preserve of surveys, and to advise on ways to shape new consumer brand relationships. Behavioral science runs throughout his research practice, not only to design experimental approaches, but also to guide data analytics. Currently, he is Managing Director of Verve Ventures, a research consulting firm. He is also a regular speaker at conferences and a contributor to publications including The Huffington Post, Wired, Medialine, AdMap and Market Leader.
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Most helpful customer reviews
0 of 0 people found the following review helpful. Highly relevant thinking about data and digital marketing By Stuart Crawford-Browne It could be argued that datafication is currently at the heart of the evolution of the global economy, yet clear and deep thinking about this phenomenon raises fundamental challenges and opportunities for how brands will succeed in the digital age.Drawing on a broad array of lessons learnt from history, social networks, marketing science, behavioral economics and psychology, Colin Strong provides a map and a compass for marketing professionals and data scientists that seek to navigate the complexity of applying big data in ways that will build and enhance authentic relationships between brands and consumers.For what many may perceive to be dense subject matter, this book is surprisingly readable, thoughtful and engaging with clear takeaways that businesses can use as core principles for decision making, balancing the incredible power of artificial intelligence with the nuance of human centered approaches.Part 1 warns of the limitations in current thinking about the potential of big data but Part 2 and Part 3 of the book cut a path to applying decision support technology in a more refined way to solve business problems, particularly where consumer engagement, trust and brand reputation are at the core of digital marketing efforts. In many ways this demonstrates that social scientists, like psychologists and market researchers, have a valuable stake in the future of big data.While big data can undoubtedly deliver breakthrough benefits to customers and brands, clear explanations about the impact of heuristics, bias, complex systems, prediction, the privacy paradox and other important considerations will give data scientists the edge in finding the human side to the marketing equation. There is no shortage of specific examples mentioned where brands and consumers are dealing with these issues as part of the new digital paradigm.This is a remarkable page turner covering theory and application, it will make you feel smarter in your next meeting about your customers, will elevate thinking about data as an economic resource and provide a better understanding about the ghost in the machine.
0 of 0 people found the following review helpful. Highly Enjoyable By Autamme_dot_com For some reason even the phrase “big data” seems to put fear in the minds of many who come across the term, yet in many ways it is just like fixing the chimney pot on your house – it won’t be for everybody but with the right training and tools it need not be impossible, as long as you have the right mindset.This book manages to take the reader gently by the hand and give them an informed introduction to the world of big data, showing them how it can be utilised in business through a marketing-led perspective. Of course, not every company will generate or have a need for big data, yet for those who do it can be a goldmine of opportunities and potential.The amount of data being generated can be astounding - especially if a company utilises externally produced data sources – and it can feel as one is drowning in a sea of bits and bytes. The author helps identify possible situations where big data sources can be exploited for marketing and customer relationship management purposes, although the harder task of implementation is left to the reader.Naturally important issues concerning privacy, data protection and industry best practice are also considered so you hopefully won’t shoot yourself in the foot with your first foray into big data exploitation. In some ways big data might even be a bit of a leveller for companies, allowing the smaller and more agile player to gain market share through their use of big data and intelligent analysis. You just have to be innovative in thought, approach and your use of data-led activities.Big data does not just refer to the physical amount of data being gathered; it also can relate to the speed it is generated, the range of data being collected and its scope. A lot of the benefits can be realised by sifting through an often fine-grained, relational and flexible series of data for the special nuggets of information that possibly nobody else has yet found to tailor-make your marketing and sales propositions. It might not be a licence to print money, yet it can provide an intelligent, data-led approach to servicing existing customer relationships and attracting new customers without recourse to the old-fashioned shotgun-style approach.Yet there is resistance, as the author notes: “There is a huge opportunity for brands to make use of big data but it requires a change of mindset. There are many vested interests that have talked about the potential of big data but in a way that maintains a simplistic approach to consumer understanding: allowing the data to ‘speak for itself' rather than thinking about what it means; accepting reductionist views of human behaviour rather than recognizing that a higher-level order of explanation is often needed; using a range of data-derived metrics simply because you can, not because they mean anything; implementing customer management programmes that are efficient because they are data-mediated but not considering the impact on the brand.”This is a very open, clear book that gives you a lot to think about, even if you have no specific plans or needs to exploit big data. After reading it, you probably will be thinking differently if you had not already been sold on the idea! Looking at the methodologies and structures behind big data usage can still yield benefits in “little data” or “no data” environments. Like panning for gold, you still need to shake the tray and put some effort in…One good example of the disadvantages of data mining given is relevant in every business situation. Just because the information given says X, it doesn’t mean you have to act on it. The author recounts a business class flight between two European capitals where insufficient catering was loaded so someone had to go hungry. The staff blindly took the data-led approach and decided that the traveller with the lesser status (frequent flyer miles) should receive a downgraded service: a pregnant lady who was gallantly offered the meal of a fellow traveller (with much higher status) when he discovered this brilliant example of customer service, all based on data!“It is clear that one of the key challenges is for brands to take an intelligent approach to the way in which they critically examine their data assets. I don't think that many organizations have yet properly adjusted their processes for big data sets – a more coherent approach is often required. Once a brand has processes in place that undertake the ‘due diligence' on the way in which data assets are being handled, we can focus on the actions required to drive insight from the data,” notes the author.Despite this being a very complex, inter-connected subject, this is a fairly light, open and jargon-free read. A pleasurable, thought-provoking book that might be a little shocking for those companies that need a bash around the corporate head with a “clue stick.”
0 of 0 people found the following review helpful. Seeking to create truly ‘Smart’ data from Big data? This book will prove an invaluable companion to your quest By corrine d moy This book gets to the heart of the debate around Big Data and what it can deliver to the marketing community. A new realism is emerging around what is needed in order to fully extract the value from this massive opportunity. In the past the discussion has been around what sort of people are needed to realise the value, with a heady cocktail of business understanding and data analysis skills – understandably in short supply. But the value of Big Data may not be fully reached unless we start thinking about it in different ways, start considering it as part of other disciplines rather than as a discipline in its own right.As an experienced market researcher, Colin lays out his view that whilst the mainstream Big Data agenda can clearly generate amazing new insights, it is only by integrating Big Data with consumer understanding that brands can properly realise the value of their investments. We need to use consumer insights to augment and bring colour to the analysis of ‘what’ people do (big data), with why they do what they do.‘Humanising Big Data’ provides a really valuable guide through the possibilities and issues that Big Data presents. For anyone seeking to create truly ‘Smart’ data from Big data, it will prove an invaluable companion.
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