Remarkable Reading #16 THE BIG DATA-DRIVEN BUSINESS by Russell Glass and Sean Callahan and THE SCIENCE OF MARKETING by Dan Zarrella
The aim of this section Remarkable Reading is pay a tribute to the books that taught, share trends & insights into where our world in the 21st century is heading in a technology enabled world, and ask the right questions.
Bolded and italics quotes and references do not belong to myself and belong directly to the author. The focus is to share valuable insights and teachings from the book to win business for the authors.
Thank you,
Social Media and Big Data are no doubt two of the Twentieth Century’s pioneering discussions and development. Social Media and Social Networks have increased the creation and acceleration of big data making us more self-aware in the Twenty First Century, and the potential of Big Data to increase the quality of our life by providing us with more knowledge to make us more self-aware is colossal.
Big Data’s capacity and ability in the realm of marketing holds a great promise for big, medium and small businesses to flourish in a very personalized and individualized era.
I hold the belief that we are still at the preparatory and preliminary point in terms of overall development and progress.
Russell Glass and Sean Callahan’s THE BIG DATA-DRIVEN BUSINESS: How to Use Big Data to Win Customers, Beat Competitors and Boost Profits is a instructional and informational book that is up-to-date and avant-garde in its approach. It’s entertaining at the same time as being educative and the writers have done a remarkable job at bringing to the fore very new trends within the “big data” sphere.
Two topics we’ll be covering are:
- Functional of technology in a big data age and it’s role in marketing
- The impact of big data on a traditional and established mediums such as The Newspaper
Page 11 - “Marketing will no longer be defined by John Wanamaker’s rather helpless-sounding quote. Instead, management guru Peter F.Drucker said words that we think are now more appropriate “Business has only two functions: Marketing and innovation”. We would add…”and both of them will be led by the CMO.” In the marketing department and elsewhere, every corporation in the world is using big data to some degree. The winners will create cultures that embracer big data, employing data scientists to analyze data and draw conclusions that may contradict the company’s assumptions. And to take action that takes advantage of the truth that data reveals”
Page 95 - “Every company, no matter how old or how new, no matter whether iot is in an ancient industry or in high tech, will need to make use of data if it wants to thrive”
Page 127 - “Technology is now an integral part of marketing. The user experience on a company website is just as important as the company tagline. Marketing must at the very least share control of the technology that is increasingly a part of its responsibilities.”
Page 163 - “Some analyses about the decline of Newspapers have put the onus on the value of the content, which, it is claimed doesn’t rival some distant Golden Age, such as the Watergate era when breaking a story in the Washington Post and other newspapers”
Page 163- “Newspapers do have a customer focused in general. They, however, have two distinct customer groups they serve: advertisers and readers. This duality makes it difficult to have a laser focus on any single segment of customers”
Page 186 -”So how will the marketers of tomorrow (and by tomorrow, we don’t mean only the distant future: we mean the literal day after today) make the best use of data regarding their customers and prospects? It's always hard to predict even the near future, but one thing is clear: for the most successful companies, data and people will be at the center of it”
Page 186 - “The difficulty of reaching prospects via traditional methods and the irresistible scale of reaching prospects via digital methods means that the next frontier is data. Sales and marketing professionals must make sure that when they do engage with a prospect, whether online or offline, the interaction is relevant and timely and useful. Using data intelligently to focus on customers and prospects will be key to growth for successful companies”
Dan Zarrella’s THE SCIENCE OF MARKETING: When To Tweet, What to Post, How to Big, and Other Proven Strategies is a welcome addition to recent business and marketing books published in the last 5 years. Dan Zarrella has an astute and indepth writing style that is fluid in touching upon the new world of marketing. It is a complementary book to Russell Glass and Sean Callahan’s THE BIG DATA-DRIVEN BUSINESS: How to Use Big Data to Win Customers, Beat Competitors and Boost Profits and a must-read for marketers in 2017.
The top trends take-out’s are:
Page 31 - “For marketers this is just another reminder that it pays to know your audience. Do demographics research; find out if whether your audience skews male or female, what ages they are, what they do for work. And Don't be afraid to conduct surveys to ask deeper, more qualitative questions like what they want to hear during your webinars”
Page 41 - “This means that not only are search engines the most used source of information for purchasing decisions, but they’re also consulted, by more than half of my respondents, at least once a month. If you weren't convinced that search traffic was key to your business, you should be getting the picture now”
Page 62 - “If you’re using Twitter as a marketing channel, with a goal of building a large audience of engaged followers, who often share your content, you’ll be best served by focussing on sharing a lot of interesting content, rather than replying to every message you get”
Page 68 - “I’m mostly interested in what this means for marketers. And what it means for marketers is that your headline is the most important piece of your content when it comes to Twitter success. If your headline doesn’t entice and motivate the retweet, the body of your content might not ever get the chance to succeed”
Page 79 - “Not only do these data suggest the importance of posting content outside of the workday, but it also reminds us that we, as marketers, are creating content to compete with real-world activities such as dinner, family life and television - not just other work related content”
Page 175 - “Most of this book has been about data collected from a wide variety of industries, but ultimately the best data you can use to direct your marketing efforts will be your own. Your audience may be different from the average. This is where analytics comes in. This is where you'll need to start doing your own science”
You can follow Russell Glass on Twitter here, Sean Callahan on Twitter here, and purchase a copy of THE BIG DATA-DRIVEN BUSINESS: How To Use Big Data to Win Customers, Beat Competitors, and Boost Profits on Amazon here.
You can follow Dan Zarrella on Twitter here, visit Dan Zarrella's website here, and purchase a copy of THE SCIENCE OF MARKETING: When to Tweet, What To Post, How To Blog, and Other Proven Strategies here.
Thank you,
Praz
Comments
Post a Comment