Includes bibliographical references and index.

Machine generated contents note: Preface -- Acknowledgements 01 This changes everything -- The breadth and depth of datafication -- What is data? -- Defining big data -- Qualities of big data -- This book -- NotesPart One Current thinking 02 Is there a view from nowhere? -- Who are you talking to? -- Sources of bias in samples -- The upsides of sampling -- Bigger samples are not always better -- Big data and sampling -- Concluding thoughts -- Notes03 Choose your weapons -- The perils of vanity metrics -- Thinking about thinking: defining the questions -- Frameworks to help select metrics -- Tracking your metrics -- From good data to good decisions -- Concluding thoughts -- Notes04 Perils and pitfalls -- Dangers of reading data: the pitfalls of correlations -- Dangers of reading data: the frailties of human judgement -- The pitfalls of storytelling -- Mixing up narrative and causality -- Is theory important? -- Concluding thoughts -- Notes05 The power of prediction -- The growth of data available for prediction -- How good is our ability to predict? -- Understanding the limitations of prediction -- Why some things are easier to predict than other: complex vs simple systems -- The influence of social effects on system complexity -- Building models to make predictions -- Learning to live with uncertainty: the strategy paradox -- Concluding thoughts -- Notes06 The advertisers' dilemma -- Online advertising metrics -- Advertising fraud -- Psychology of online advertising -- Concluding thoughts -- NotesPart Two Smart thinking 07 Reading minds -- The value of linking data sets -- Knowing your customers -- Understanding who we are from our digital exhaust -- New dimensions -- The evolution of segmentation -- Concluding thoughts -- Notes08 The ties that bind -- Why making choices can be so difficult -- Simplifying decision-making -- The role of influence and 'influencers' -- Identifying network effects -- The implications of networks for marketing -- Exploring the importance of social relationships -- Concluding thoughts -- Notes09 Culture shift -- Seeing the world in new ways -- Deconstructing cultural trends -- Exploring the lifecycle of ideas through cultural analytics -- From verbal to visual: the importance of images -- Analysing cultural trends from images -- Concluding thoughts -- Notes10 Bright ideas -- So what do we need to do? -- Developing organization-wide networks of experts -- Using external networks -- Over-ambition? -- Nurturing ideas -- Concluding thoughts -- NotesPart Three Consumer thinking 11 Off limits? -- How people think about data sharing -- Limits to data-mediated relationships -- A model for thinking about data-mediated relationships -- Overstepping data-based relationships 1 -- Looking beyond the data -- Concluding thoughts -- Notes12 Getting personal -- History of self-tracking -- A changing personal data landscape -- The relationship between data ownership and empowerment -- The pitfalls of personal analytics -- Potential solutions for empowerment -- Concluding thoughts -- Notes13 Privacy paradox -- Teenagers and privacy -- The pros and cons of data disclosure -- The behavioural economics of privacy -- Brand challenges -- Trust frameworks and transparency -- The trend towards transparency -- But does transparency work? -- So what should brands do? -- Concluding thoughts -- NotesFinal thoughts -- Index .

Big data raises more questions than it answers, particularly for those organizations struggling to deal with what has become an overwhelming deluge of data. It can offer marketers more than simple tactical predictive analytics, but organizations need a bigger picture, one that generates some real insight into human behaviour, to drive consumer strategy rather than just better targeting techniques. This book guides marketing managers, brand managers, strategists and senior executives on how to use big data strategically to redefine customer relationships for better customer engagement and an improved bottom line.