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'.
In Data We Trust
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Review
The arrival of In Data We Trust, first published in German in 2011 as Data Unser, is to be welcomed. It sits comfortably into that category of books which take a technical subject and make them accessible to a wider audience, as was the case when Don Peppers and Martha Rogers published The One-to-One Future in 1998. Much of the book's focus is on what benefits companies are likely to see from becoming data-centric and it therefore offers a useful prop for any business case in this area. If you need to persuade a senior executive of the wisdom of getting behind data as the next value-generating practice for the business, buy them a copy. --Richard Webber, Journal of Direct, Data and Digital Marketing Practice (2013)
In Data We Trust builds the argument that data arms brands with the chance to become the equivalent of modern day corner shop keepers who would remember their customers personal choices. Brands can now do so much more than simply take the Amazon route of 'Customers who bought this also bought this' approach. The book covers the link between customer and their value to the brand, plus their potential going forward and uses case studies from the likes of US retailer Wal-Mart for best practice on how to use customer data. It cites useful business models too for the collection and use of customer data. --Chris Lee, New Media Knowledge
In Data We Trust builds the argument that data arms brands with the chance to become the equivalent of modern day corner shop keepers who would remember their customers personal choices. Brands can now do so much more than simply take the Amazon route of 'Customers who bought this also bought this' approach. The book covers the link between customer and their value to the brand, plus their potential going forward and uses case studies from the likes of US retailer Wal-Mart for best practice on how to use customer data. It cites useful business models too for the collection and use of customer data. --Chris Lee, New Media Knowledge
About the Author
Björn 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.
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.
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