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Customer Intelligence Sean Kelly

Customer Intelligence von Sean Kelly

Customer Intelligence Sean Kelly

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Zusammenfassung

Developed from the author's experience working with firms seeking to build better business intelligence, Customer Intelligence is concerned with who will own and control information about customers, and who will develop the best skills and capabilities to exploit it for competitive advantage.

Customer Intelligence Zusammenfassung

Customer Intelligence: From Data to Dialogue Sean Kelly

Developed from the authors' experience working with firms seeking to build better business intelligence, Customer Intelligence is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. At its core, it attempts to explain why the age of information has failed to live up to its own hype of specialization, personalization over homogenization, and consistently satisfying customers.

Customer Intelligence Bewertungen

Kelly's elegant, jargon-free and compelling arguments make the work read like a whodunnit... (Journal of Direct, Data and Digital Marketing Practice, March 2006) ...this book is indispensable (The Marketer, April 2006) it should still prove equally inspiring [as his previous book, Data Warehousing] (Information Age, April 2006) ...succeeds in crystallising a radical change in marketing... (Journal of Direct Data & Digital Marketing Practise, June 2006)

Über Sean Kelly

Sean Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Sean was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Sean is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

Inhaltsverzeichnis

Foreword by Malcolm McDonald. Acknowledgements. Introduction. Part I: The Decade of Customer Information Exploitation: 1990-2000. Chapter 1: The Concept of Customer Intelligence: From Product to Customer. Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge. Chapter 3: The Eclipse of Mass Marketing: From Many to One. Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused. Part II: The Decade of Customer Information Exchange: 2000-2010. Chapter 5: The Collapse of Time: From Lapsed to Real. Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission. Chapter 7: Closing the Loop: From Monologue to Dialogue. Chapter 8: The New Practice of Marketing: From Selling to Buying. Notes. Index.

Zusätzliche Informationen

GOR004067364
9780470018583
0470018585
Customer Intelligence: From Data to Dialogue Sean Kelly
Sean Kelly
Gebraucht - Sehr Gut
Gebundene Ausgabe
John Wiley & Sons Inc
20051118
276
N/A
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