Lisa Arthur Untangles the Biggest Problem Facing Business Today in 'Big Data Marketing'
By: Robert Diamond Oct. 14, 2013
She calls it "the big data hairball," and with that descriptor alone, every business leader knows exactly what Lisa Arthur, Chief Marketing Officer of Teradata Applications, is talking about: Corporate data. Marketing data. Big data. All data. Data. Data. Data.
"Yes, endless data is a daunting challenge for modern business, alright. And with data increasing in volume, velocity and variety across every part of your company every second of every day, you need an enterprise-level strategy to 'untangle' the hairball; otherwise, you'll never leverage the riches it contains to drive sustainable top-line growth," says Arthur.
Business leaders know value is lurking within all that data; but how can they begin to turn data ... into revenue? The good news from marketing veteran Arthur is: Your big data challenge can be addressed most readily by starting with marketing data-driven marketing, to be specific. And in her new book, Big Data Marketing: Engage Your Customers More Effectively and Drive Value (Wiley; October 2013; Hardcover and ebook; $30.00(US); ISBN: 978-1-118-73389-9), she gives readers a road map for doing precisely that.
Big Data Marketing is a priority read for executives, marketers and others who want to tackle big data and use it to improve customer experiences, show revenue impact and demonstrate the value of their own roles. After all, many of today's business leaders find themselves caught in an intensifying snarl of data. They're also paralyzed by internal silos and hamstrung by outdated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle what has become a company-wide problem.
In Big Data Marketing, Arthur draws on more than 30 years of technology industry marketing leadership and her current role as CMO of Teradata Applications, a division of Teradata Corporation, to provide a common-sense, step-by-step and proven approach to data-driven marketing adoption. Using non-technical language, a healthy dose of humor and real-world examples from companies like American Red Cross, International Speedway Corporation (ISC), KeyBank, and Designer Shoe Warehouse (DSW), among others, Arthur helps readers better understand and master the challenges and opportunities of modern big data marketing.
Arthur explores:
- How marketers can use data to learn what they need to know
- How to make metrics a business "mantra"
- The five fundamental components of a successful data-driven marketing strategy
- Strategies to drive brand relevance and Return on Marketing Investment (ROMI)
- Approaches to managing marketing spend, a company's largest variable expenditure
- How to drive value through personalization, and other proven ways to elevate customer experiences.
"It's high time to tame the beast and get strategic about how to tackle big data," Arthur urges. "As companies put off formulating plans, data continues to stream in, creating massive tangles of information, processes and applications. Today's business leaders need to confront big data head-on. Yet to do so, they must first have a clear view of the task ahead of them. If you're ready to move your business forward, and bypass all the sensationalism and hype, Big Data Marketing is for you. Let's start the conversation."
Marketers and C-suite executives alike will benefit from this conversation, from the Foreword by industry luminary Thomas Davenport to the final word by Arthur herself. According to Davenport, "At the organizational level, some groups of people needs to take the lead within companies in moving toward a data and analytics-focused culture. Marketing, as the function most impacted by the rise of data and as the most frequent gatherer and user of customer data is in an excellent position to take the lead and to lead by example."
The book is being published today, and is making its debut at DMA2013, an annual global event for data-driven marketers. DMA2013 is being held in Chicago, October 12-17, 2013. For more information about DMA2013 visit the conference website, http://dma13.org/
Big Data Marketing is available worldwide via Amazon.com, Barnes & Noble, Bookshout, 800CEORead, BAM!, or wherever book and e-books are sold. All profits from worldwide sales of Big Data Marketing will be donated to the American Red Cross.
JOIN THE CONVERSATION: Follow Big Data Marketing on social media. Join the global conversation using these hashtags:
- #marketing
- #teradataapps
- #datadrivenmarketing
- #bigdata
About the Author
As Chief Marketing Officer for Teradata Applications, Lisa Arthur (Twitter: @lisaarthur) serves as an industry thought-leader driving Integrated Marketing Management (IMM) applications for Teradata Corporation. A 30-year technology industry marketing veteran, Lisa has received numerous awards and is a frequent speaker and prolific writer who masterfully combines a distinctive energy and enthusiasm with her keen depth of knowledge when sharing her thoughts on today's most compelling marketing topics. Arthur's recent honors include the DMNews 2013 "Marketing Hall of Femme" honoring today's top women marketers; the American Business Association's 2012 Gold "Stevie Award" for Marketing Executive of the Year; and in both 2012 and 2011 she was named a "Woman to Watch" by the Sales and Lead Management Association (SLMA). She is also a Trustee with the Marketing Sciences Institute.
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