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McKinsey eBook (free): Big Data, Analytics, and the Future of Marketing and Sales


This ebook from McKinsey explores the business opportunities, company examples, and organizational implications of Big Data and advanced analytics.



eBook: Big Data, Analytics, and the Future of Marketing and SaleseBook: Big Data, Analytics, and the Future of Marketing & Sales

Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream. This ebook explores the business opportunities,company
examples, and organizational implications of Big Data and advanced analytics through articles, videos, interviews, and presentations.

McKinsey consultants found that companies using Big Data and analytics effectively show productivity rates and profitability 5-6% higher. When companies put data at the center of the marketing and sales decisions, they improve their marketing return on investment (MROI) by 15-20%.

Table of Contents:

Introduction: Putting big data and advanced analytics to work (Article)

Business Opportunities

  • Use Big Data to find new micromarkets (Article)
  • Value of big data and advanced analytics (Video)
  • Big data, better decisions (Presentation)
  • Marketing’s $200 billion opportunity (Video)
  • Smart analytics: How marketing drives short-term and long-term growth (Article)
  • Know your customers wherever they are (Article)

Insights and action

  • Five steps to squeeze more ROI from your marketing (Article)
  • Case: advanced analytics disproves common wisdom (Video)
  • Getting to “the price is right” (Article)
  • Gilt Groupe: Using Big Data, mobile, and social media to reinvent shopping (Interview)
  • Under the retail microscope: Seeing your customers for the first time (Article)
  • The sales science behind Big Data (Video)
  • Name your price: The power of Big Data and analytics (Article)
  • Data: The real promise of social/local/mobile (Video)
  • Getting beyond the buzz: Is your social media working? (Article)
  • Big Data & advanced analytics: Success stories from the front lines (Article)

How to get organized and get started

  • Get started with Big Data: Tie strategy to performance (Article)
  • What you need to make Big Data work: The pencil (Article)
  • Need for speed: Algorithmic marketing and customer data overload (Article)
  • Simplify Big Data – or it’ll be useless for sales (Article)
  • The challenges of harnessing big data to better understand customers (Video)
  • Contributors

Get the eBook at cmsoforum.mckinsey.com/article/ebook-big-data-analytics-and-the-future-of-marketing-sales


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