| 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'. |
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