Accelerate the power of Big Data with Dynamic Customer Strategy
“If there is anything certain about big data, it’s that continuous learning and change will be necessary to master it. In this book Tanner describes how to build learning and change into your big data marketing strategy. It’s clear, concise, and fun—what are you waiting for?”
—Thomas H. Davenport, Distinguished Professor, Babson College; Author of Competing on Analytics and Big Data @ Work
“Big data is not hype. It’s an opportunity and a business imperative. In Jeff’s book he explains clearly how an organization can create and execute a Big Data strategy today that drives Revenue and Profits.”
—Bruce Culbert, Partner and Chief Services Officer, The Pedowitz Group
“This book from Dr. Jeff Tanner delivers insights, useful models, processes, and real-world examples that will help you rise above the Big Data hype to drive a sustainable competitive advantage. Dr. Tanner applies Jack Welch’s ‘learn and act’ philosophy to his ‘Dynamic Customer Strategy’ model to inspire today’s business executives to fail fast, fail cheap, take action, and learn. This book is a must read today since the market leaders of tomorrow will enjoy big profits from Big Data. So buy it, read it, apply it, and then act and learn before your competitors do!”
—Lisa Arthur, Chief Marketing Officer, Teradata Applications; Author of Big Data Marketing: Engage Your Customers More Effectively to Drive Value
“I liked this book for the practical approach, the detailed how-to explanation of what organizations must do, and what steps they may take. Dr. Tanner wrote another great book that can be leveraged in the classroom to learn, or in the organization to guide implementations. Well done.”
—Esteban Kolsky, Thinkjar
“This is an exciting book. I feel like I’m reading about the last 10 years of my life and all my frustrations of organizations that just didn’t get it.”
—Ben Becker, Becker Strategies
“With Analytics and Dynamic Customer Strategy, Tanner goes far beyond the discussion of what big data is and why it’s important from a sales and marketing perspective. Through an enlightening mix of research, strategy, and review of enlightening case studies, Tanner puts forth important methodologies for creating customer-centric business models where data fuels efficient, successful, sustainable customer engagement. Where in the early days of social media adoption, enterprises had some leeway for learning to integrate social into the enterprise, customer sophistication and expectations are significantly higher now. You have less time and fewer opportunities to get it right. Luckily, Tanner delivers a blueprint to help you to get it right, make it work for your customers, and make it work for your bottom line.”
—Brent Leary, CRM industry analyst and Managing Partner, CRM Essentials, LLC
