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Profiting from the Data Economy

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Today, the insights available through "big data" are potentially limitless - ranging from improved product recommendations and mo... Weiterlesen
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Beschreibung

Today, the insights available through "big data" are potentially limitless - ranging from improved product recommendations and more well-targeted promotions to more efficient public agencies. In Profiting From the Data Economy , cutting-edge academic researcher, David Schweidel, considers the role that individual consumers, innovators and government will play in shaping tomorrow's data economy. For each group, the author identifies both what can be gained and what is at stake. Writing for decision-makers, strategists, and stakeholders of all kinds, he reveals how today's data explosion will affect consumers' relationships with businesses, and the roles government may play in the process. The book puts you in the shoes of individuals generating data, innovators seeking to capitalize on it, and regulators seeking to protect consumers - and shows how all these roles will be increasingly interconnected in the future. For analytics executives; senior managers; CIOs, CEOs, CMOs; marketing specialists, and analysts; and consultants involved with Big Data, marketing, customer privacy, or related issues. This guide will also be valuable in many business analytics, digital marketing, and social media courses and academic programs.



Autorentext

David A. Schweidel is Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center (EmoryMAC) at the Goizueta Business School of Emory University. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. Prior to joining Emory in 2012, he was on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison. Schweidel is an expert in the areas of customer relationship management and marketing intelligence. His research focuses on the development and application of statistical models to understand customer behavior and inform managerial decisions. His research has appeared in leading business journals, including Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science. His research has garnered numerous awards, including the Gaumnitz Junior Faculty Research Award from the Wisconsin School of Business and the Marketing Science Institute's Buzzell Award. He has been recognized as a leading scholar by the Marketing Science Institute's Young Scholar program and by Poets and Quants' "Top 40 Under 40." Based on his research, he has consulted for companies such as eBay and HP Labs. Schweidel has previously taught courses in data analysis and customer relationship management. Currently, he teaches one of the first courses offered at a top business school in digital and social media strategy. His teaching has been recognized at the Wisconsin School of Business, where he received the Chipman Faculty Award for Excellence in Teaching (2011). He also received the junior faculty teaching award from the MBA program at Goizueta (2014). In addition to his work in the classroom, he has led tutorials at conferences, including the INFORMS Business Analytics conference and the AMA Analytics with Purpose conference. He has also spoken at conferences such as the AMA Advanced Research Techniques forum, INFORMS Marketing Science conference, and the Marketing Science Institute's Marketing Analytics in a Data-Rich Environment conference. Schweidel is the author of Social Media Intelligence (Cambridge University Press), in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies.



Inhalt

Foreword xiv Preface xviii Chapter 1 Beyond Big Data 1 Searching for the Next Generation of Quants 2 From Big Data's Past to Its Future 5 Characterizing Big Data 6 Is Big Data a Strategy? 9 Data Versus Insights 10 Data and Value 12 Value for Value 16 Endnotes 20 Chapter 2 Building Businesses 23 Back to Marketing Basics 23 Putting Marketing Analytics to Use 27 Internet-Based Businesses: Is Content or Context King? 32 Social (Marketing) Networks 38 Common Ground 44 Discussion Questions: How Do We Reveal Ourselves Online? 45 Endnotes 46 Chapter 3 Refining Practice 51 Old Media? New Media? Just Media 52 Better Data, Better Ad Targeting 57 Old Media Meets New Media 59 What's Your Life Worth? 64 Timing's Everything 66 You're Where? 69 Discussion Questions: Reaching Today's Consumer 71 Endnotes 72 Chapter 4 Improving Public Service 77 Can Data Protect and Serve? 78 Big Findings in Public Data 80 Quality Trumps Quantity 83 Compiling Data to Inform the Public 88 Consumers and Providers of Data 90 Discussion Questions: Data Science for Social Good 92 Endnotes 93 Chapter 5 Today's Data Economy 97 The Groundwork 97 The Current Exchange 100 The Foundation of the Data Economy: Customer-Centric Marketing 108 Customer-Centric Investments in Data 114 Discussion Questions: The Collaborative Consumer 118 Endnotes 119 Chapter 6 Cracks in the Foundation of the Data Economy 123 Privacy in Customer Data 125 Learning Who Your Customers Are 127 Why Marketers Need to Engage in the Debate 130 Transparent Practices, Informed Customers 135 Sharing the Value of Data 140 My Actions, My Data? 141 Discussion Questions: The Hierarchy of Personal Data 144 Endnotes 146 Chapter 7 Harbingers of Change 151 Demand-Based Pricing 151 The Consumer Highway to Hell? 156 Benefiting from Price Discrimination 160 Consumers' Comfort with Leveraging the Data Exhaust 163 Discussion Questions: Valuing Consumer Data 169 Endnotes 170 Chapter 8 In Need of Oversight? 173 Valuing Consumer Privacy 173 Profiling by Association 176 Data Sharing Free-for-All 180 Consumer Data, But at What Cost? 185 Data-Driven Discrimination 189 Socially Acceptable Segmentation? 192 Discussion Questions: Protecting Consumers Throughout the Data Value Chain 196 Endnotes 197 Chapter 9 The Race for Resource 203 Want Consumer Data? Pay to Play 203 Exchanging Products and Services for Consumer Data 205 Data Acquisition Free-for-All 208 Empowering and Informing Consumers 211 Reshaping the Media Landscape 214 Consumer Data as a Financial Asset 218 Do We Need Regulators in the Data Economy? 220 Education as Part of Data Regulation? 224 Can Consumer Control Ensure Competition? 227 Discussion Questions: Empowering Consumers to Regulate Access to Personal Data 228 Endnotes 229 Chapter 10 What's Next for the Data Economy? 235 Moving Beyond Double Jeopardy 235 The Changing Face of Innovation 237 Can Consumer Data Contribute to Competition? 239 Smarter Practice, but How Far Is Too Far? 241 The Cost of Data-Driven Innovation .244 An Appropriate Role for Government? 246 A Right to Digital Privacy? 249 Endnotes 252 Afterword 257 Index 259

The profound and unexplored implications of big data for companies, consumers, innovators, and regulators

Produktinformationen

Titel: Profiting from the Data Economy
Untertitel: Understanding the Roles of Consumers, Innovators and Regulators in a Data-Driven World
Autor:
EAN: 9780133819830
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (pdf)
Hersteller: Pearson ITP
Genre: IT & Internet
Anzahl Seiten: 288
Veröffentlichung: 06.10.2014
Dateigrösse: 2.1 MB