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The Big Data-Driven Business


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Table of Contents

Acknowledgments vii Introduction: Why We Wrote This Book, and How It Can Help You ix 1 Big Data, Big Benefits 1 2 The Evolution of the Customer-Focused, Data-Driven Business 15 3 The Evolution of the Buyer?s Journey, or How the Internet Killed the Three-Martini Lunch 25 4 The Marketing Stack?Why CMOs and CIOs Are Working Together 35 The Software in the Stack 48 5 How Technology Bridges the Gap between Marketing and Sales 55 Technology Brings Harmony between Sales and Marketing at DocuSign 62 How Bizo Used Data to Boost Marketing?Sales Alignment 64 6 Data and the Rise of Online Advertising 69 Early Uses of Audience Data 72 Early Marketing Analytics?Audience Auditing 73 The Rise of Internet Advertising 74 Ad Networks 75 Audience Platforms 75 Online Advertising Exchanges 76 Retargeted Display Ads 77 Social Media Advertising?s Powerful Leap Forward 78 How Marketers Are Putting Data on Display 79 7 Using Data to Better Understand Customers and Pursue Prospects 85 Netflix Flexes Its Data Muscle 88 SaaS and Its Powerful Window on the Customer 90 The Power of Predictive Lead Modeling 91 Data Isn?t Reserved for Dot-Coms 93 8 The Arrival of Left-Brained Leaders and the Rise of the Marketing Department 97 9 Implementing a Big Data Plan (Sometimes by Thinking Small) 113 Eleven Principles to Follow When Bringing Big Data into Your Business 123 10 Measurement, Testing, and Attribution 133 Data and Measurement 136 Measuring the Power of Display Ads 138 Data and Testing 138 Data and Attribution 140 Attribution?s Big Day 144 11 Data Can Be a Matter of Corporate Life and Death 149 The Dead 155 Near-Death Experience 161 Culture Clash 162 Missed Opportunity 165 Whistling Past the Graveyard? 166 Schadenfreude? 167 12 Using Data Responsibly 169 Privacy and Online Advertising 173 Privacy and the Corporate Database 176 The Responsibility of Corporations 179 13 Big Data?s Big Future 183 How Cleversafe Harnessed the Power of Data 187 Key Trends Defining Big Data?s Future 188 The Human Touch Remains Essential 206 Index 209

About the Author

Russell Glass is the Head of B2B Marketing Products for LinkedIn. A seasoned technology entrepreneur, Russ founded and then served as president and CEO of Bizo, a B2B audience marketing and data platform, which was acquired for $175 million by LinkedIn in 2014. During his tenure at Bizo, he grew the company to a $50 million plus revenue run-rate and to more than 150 employees before it was acquired. At LinkedIn, he injects his deep knowledge about the B2B marketing ecosystem to help build the next generation of content-based marketing products for the company. Russ has also founded or held senior positions at four venture-backed technology companies. He is a big believer that great cultures equal great companies, and has integrated this philosophy into all of his roles. He's passionate about family, Duke basketball, golf and just about anything in HD. Sean Callahan is the senior manager-content marketing at LinkedIn. Formerly, he was a marketing director at Bizo and an editor and reporter at Crain Communications. His freelance journalism has appeared in the New York Times, The Washington Post, Chicago Tribune, Chicago Sun-Times, Notre Dame Magazine,, and

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