In Data We Trust: How Customer Data is Revolutionising Our Economy

(Hardback)

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Description

Is it really possible for credit card companies to predict a divorce long before the couple in question know the end is nigh Absolutely. All the information the companies need is already at their fingertips. The days of marketing professionals relying on 'gut feeling' are long gone, and intelligently analysed data streams make forecasting customer behaviour straightforward. As businesses all over the world fight hard and long for customer spend, it's the ones who transform data into smart data that will win the day, as data-crunch pioneers such as Google, Amazon and WalMart have shown. Written by a team of experienced marketing experts this enlightening book describes the revolutionary change in the marketing environment in recent years, provides fascinating case studies and gives indispensable advice on smart use of customer data. It is an essential read not only for every marketing professional but everyone wondering what happens to their personal information once it's 'out there'.

Author Bio

Bjrn Bloching, Senior Partner at Roland Berger Strategy Consultants, is an experienced marketing expert and heads the consultancy's International Marketing & Sales Competence Center. Lars Luck is Partner at Roland Berger Strategy Consultants and head of the 'Sales and Targeted Marketing' Practice Group. Thomas Ramge is author of a number of books, including Die Flicks (The Family Flick), for which he was awarded the prestigious Wirtschaftsbuchpreis (Business Book Prize) by the Financial Times Germany.