Big Data
Описание книги
THE #1 HACK FOR SMARTER MARKETING We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways. But rather than this endless search for a brilliant and novel solution, why don't you just copy something that’s worked before? Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems. By understanding what other people are doing and the choices they make, we can develop strategies to solve the challenges that we face inside and outside the organization. Based on extensive research and proven examples, Copy, Copy, Copy provides over 50 strategies that you can use right away to copy, borrow or steal as the basis for better ideas – faster. If it’s good enough for Elvis, Newton, Shakespeare, The British Olympic Cycling Team and Great Ormond Street Hospital, isn’t it good enough for you? ‘This delightful book argues convincingly that transferring ideas usually produces greater value than cooking them up from scratch. And then shows you how.’ – Rory Sutherland, Vice Chairman, Ogilvy London and the Spectator Magazine’s Wikiman ‘Yet another entertaining handbook from the acclaimed Herdmeister for anyone involved in marketing, behavioural change and understanding why we all make the choices we make. Earls convincingly disrupts convention about what is innovation – though "praxis". This is jammed with great case studies and 52 actionable strategies.’ – Stephen Maher, Chairman, The Marketing Society and CEO, MBA ‘Yet again this leading British business thinker has got us to see the world we inhabit today in fresh and mind-altering ways. A book which marries theory and practice better than the vast majority out there. Most of all his message of copying one’s way to greatness is entertaining, counter-intuitive and fun.’ – David Abraham, CEO Channel 4 PLC
Оглавление
Марр Бернард. Big Data
INTRODUCTION: WELCOME TO A SMARTER WORLD
Smarter sport
Smarter health
Smarter homes
Smarter love
Smarter parenting
1. SMARTER BUSINESS
Who is using Big Data?
How companies are using Big Data
Don't panic!
Focus to reap the rewards
2. S = START WITH STRATEGY
Small is beautiful in a Big Data world
The SMART strategy board
SMART analytics and Google
Key points and call to action
3. M = MEASURE METRICS AND DATA
Types of data
Datification: The new forms of data
The anatomy of Big Data
How to use metrics and data for strategic advantage
Metrics and data in action
Key points and call to action
4. A = APPLY ANALYTICS
Evolution of analytics
Text analytics
Speech analytics
Video/image analytics
Combined analytics
Transparency
Prediction vs. privacy
Key points and call to action
5. R = REPORT RESULTS
Data visualization
New data visualization
How to improve data visualization
Infographics
Beware the self-service business intelligence tools
The ingredients of successful data visualization and infographics
Management dashboards
Key points and call to action
6. T = TRANSFORM BUSINESS
Better understand and target customers
Improve and optimize business processes
Improve people's health and well-being
Improve business security and reduce fraud
Drive business and people performance
Improve cities and other infrastructure
New business opportunities
Smart will transform employment too
Key points and call to action
CONCLUSION
ABOUT THE AUTHOR
ACKNOWLEDGEMENTS
Отрывок из книги
BIG DATA
USING SMART BIG DATA, ANALYTICS AND METRICS TO MAKE BETTER DECISIONS AND IMPROVE PERFORMANCE
.....
The evolution from basic to smart is especially noticeable with cars. Initially the Model T Ford was black, stick shift, a few buttons and no seat belt. Today we have cars with dashboards that resemble an aircraft cockpit, with cameras and sensors for easy parking, alerting the driver if he or she gets too close to the kerb or another car. Some cars will parallel park themselves and brake automatically. Others will sync with traffic information and redirect you to a better route to avoid traffic black spots or an accident. Sensors on the engine will monitor how well you are driving, which will in turn potentially lower (or raise) your insurance and dynamically adjust your service intervals based on your driving style.
There are smart thermostats that monitor the home and only heat the areas that are being used. The temperature of your home can be changed while you are still at work so that when you arrive on a winter's evening the house is cosy. This ability to monitor and dynamically alter temperature can save energy and money. Obviously solving the energy crisis is not just about finding new energy sources such as wind and solar but also about saving the energy we have and using it more efficiently.
.....