World wide data : the future of digital marketing, e-commerce, and big data /
Alfonso Asensio.
- First edition.
- 1 online resource (74 pages)
- Big data and business analytics collection, 2333-6757 .
- Big data and business analytics collection. .
Includes bibliographies and index.
1. Introduction: a complex world -- 2. The digital marketing ecosystem -- 3. The role of data -- 4. Creating a data strategy -- 5. Some thoughts on privacy -- Conclusion -- Glossary -- About the author -- Index.
Access restricted to authorized users and institutions.
The world is currently in the midst of a data revolution. Consumers now inhabit a digital world and companies have no option but to follow them there. Governments are reviewing the rules of usage for consumer data in marketing and advertising in order to take advantage of the huge economic opportunity that the data driven economy represents. Companies, recognizing the opportunity, are hurrying to adapt by digitalizing their processes. They are putting pressure on their managers and working teams to learn how to make best use of the technology capabilities and their data resources. What is more, premier national companies have to compete in a global business field where their Silicon Valley-bred competitors have a substantial advantage in terms of digitalization and data usage. Written in plain English with illustrative examples and cases, this book is for the general manager who seeks a better grasp of this fast-changing business world and a better understanding of what will be required from he/she, not just now but in five years' time.
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
9781947843042
Internet marketing. Electronic commerce. Big data.
advertising big data data data-driven marketing digital marketing e-commerce online marketing