The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits - Tapa dura

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RUSSELL GLASS is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014.

During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company.

Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles.

He’s passionate about family, Duke basketball, golf and just about anything in HD.

SEAN CALLAHAN is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine, Salon.com, and SI.com.

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PRACTICAL ADVICE FOR HARNESSING THE POWER OF BIG DATA

Filled with a wealth of examples from data-driven companies including Dell, Google, and many others, The Big Data-Driven Business offers any company of any size, in any industry a hands-on guide that uses real-world examples to demonstrate how to create a business culture that focuses on the customer through data. Russell Glass and Sean Callahan offer a glimpse inside the inner-workings of dozens of successful companies along with their expert guidance for establishing business systems that gather and analyze the data being generated by customers and can deliver invaluable insights and opportunities.

Big data doesn't necessarily mean big expense. Every company is sitting on a goldmine of valuable customer and prospect data?in its email list, through website interactions, via its e-commerce data. The Big Data-Driven Business helps business managers and marketers discover what's important in this data, what indicates that a prospect is ready to buy or that a customer is ready to upgrade. With this information, businesses can take action before any of their competitors do.

Become a powerhouse in the marketplace by applying the winning principles of big data. The Big Data-Driven Business is packed with the examples, tools, and strategies needed to put big data to work in your organization.

"Big data is the most disruptive business force there is. Big data is the stuff that is really moving economic power from one group to another. Sean and Russ's book illuminates why it's happening, how it's happening, and how businesses can take advantage."
?Geoffrey Moore, author of Crossing the Chasm, The Gorilla Game, and Inside the Tornado

"I think the concept in this book that businesses need to develop a culture of being open to data is 100% spot on, and I think the Obama for America 2008 campaign was a great example of this."
?Dan Siroker, CEO and cofounder of Optimizely, former Advisor to The White House, and Director of Analytics, Obama for America 2008 Campaign

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Every corporation in the world is using big data to some degree. The winners in today's data-driven environment create cultures that embrace big data in order to outshine the competition.

The Big Data-Driven Business shows what it takes to create a thriving business culture that has intense focus on the customer by analyzing data, by being open to the truths it reveals, and by having the guts to act on those conclusions in order to prevail in the marketplace. The benefits of big data are available to any company, any size, in any industry. In this vital resource, Russell Glass and Sean Callahan offer real-world examples that act as an invaluable guide to establish a system that gathers and analyzes the data being generated by customers for delivering insights and revealing opportunities that can't be realized any other way. Once an effective big data system is established, competitive advantage and outsized shareholder value are bound to follow.

The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Filled with compelling real-world examples, The Big Data-Driven Business clearly demonstrates how leading marketers embrace software platforms that include marketing automation software, customer relationship management systems, data management platforms, and analytics tools to help make sense of customer behavior. The most effective strategy ties together the elements of this software, which is known as the marketing stack. With this insight about the target market, not only can the marketing team serve relevant messages to the right people at the right time, it can also anticipate their needs and perhaps even create the products their customer base didn't even know it wanted.

Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming a necessity for businesses that want to thrive. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.