Giannetto, David F.

Big Social Mobile : How Digital Initiatives Can Reshape the Enterprise and Drive Business Results - New York : Palgrave Macmillan, 2014. - 1 online resource (257 p.) - eBooks on Demand .

Cover; Title; Copyright; Dedication; Contents; List of Figures; ACKNOWLEDGMENTS; INTRODUCTION; Part I SEEING AND THINKING BIG PICTURE; Chapter 1 THE INTEGRATED ENTERPRISE; BIG SOCIAL MOBILE VERSUS THE TRADITIONAL ENTERPRISE; ONE COMPANY'S JOURNEY TO BECOME BIG SOCIAL MOBILE; THE CHALLENGE OF COMPLEXITY; THE TRANSFORMATIVE POWER OF DISTRIBUTED INFORMATION; REDEFINING SUCCESS; AN APP FOR THE AGES; Chapter 2 BOTTOM LINE, MISSION-CRITICAL BENEFITS; SOCIAL MEDIA GOES STRATEGIC; IDENTIFYING AND GAINING CONSUMERS MORE COST-EFFECTIVELY; FACILITATING MICRO-MARKETING; UNCOVERING POTENTIAL NEW CUSTOMERS IMPROVED CONSUMER TARGETINGINCREASING CREDIBILITY USING THIRD PARTIES; IMPROVING CUSTOMER SATISFACTION; SHAPING CONSUMER BEHAVIOR; Chapter 3 OBSTACLES TO INTEGRATION; THE EIGHT-YEAR RULE; THE CORPORATE-CONSUMER RELATIONSHIP; THE MISUSE OF INFORMATION; LOSING SIGHT OF TRUE VALUE; THE TECHNOLOGY-BUSINESS GAP; Chapter 4 UNDERSTANDING THE NEW SOCIAL CONSUMER; REDEFINING THE CONSUMER; THE VALUE OF CONNECTING; THE POWER OF PASSION; SPEAKING THE CONSUMER'S LANGUAGE; THE CONSUMER'S DEFINITION OF VALUE; COMPETING FOR THE CONSUMER; Part II CREATING A BIG SOCIAL MOBILE ENTERPRISE Chapter 5 UNDERSTANDING DIGITAL RELATIONSHIPSACCOUNTING COMES OF AGE; DIGITAL CUSTOMERS; DIGITAL PROSPECTS; SOCIAL INFLUENCERS; PARTNERS; COMPETITORS; MULTIPLE (ONLINE) PERSONALITIES; Chapter 6 DEFINING CUSTOMER AND CONSUMER INTERACTIONS; KNOWLEDGE FUELS PERFORMANCE; TURNING CUSTOMER-CENTRIC INTO CONSUMER-CENTRIC; EXAMINING CONSUMER INTERACTIONS; DIGITAL CONNECTIONS TO THE ENTERPRISE; Chapter 7 IDENTIFYING IDEAL DIGITAL BEHAVIORS; THE ART OF SELF-IDENTIFICATION; GETTING CONSUMERS TO SHARE; BEHAVIORS THAT CREATE REAL VALUE; PREFERED BEHAVIORS FOR EACH CONSUMER SEGEMENT Chapter 8 ANALYZING PROFITABLE PATTERNS AND SEGMENTSIDENTIFYING CRITICAL MOMENTS; TRADITIONAL FINANCIAL ANALYSIS; THE BASICS OF SOCIAL SEGMENTATION; BEHAVIORAL ANALYSIS; SOCIAL ANALYSIS; GEOSPATIAL ANALYSIS; DEVICE ANALYSIS; THE ANALYSIS ADVANTAGE; Chapter 9 ALIGNING DIGITAL INITIATIVES WITH THE ENTERPRISE; THE PROCESS OF MANAGEMENT; STRUCTURING DIGITAL INITIATIVES; CONNECTING THE CUSTOMER JOURNEY TO THE ENTERPRISE; SENTIMENT, ENGAGEMENT, AND MANAGING RISK; Part III CAPITALIZING ON THE CONNECTION; Chapter 10 CAPITALIZING ON THE MOBILE MOVEMENT; MOBILE HELPS FIGHT CAVITIES THE MOBILE CHALLENGEMOBILE EMPOWERS EVOLUTION; Chapter 11 DEMYSTIFYING BIG DATA; AN UNFORTUNATE MISNOMER; DATA WAS ALWAYS BIG; ENTERPRISE DATA VERSUS BIG DATA; THE STRUCTURE OF BIG DATA; INFORMATION, NOT DATA, GENERATES BIGGER CONTENT; Chapter 12 TECHNOLOGY TRENDS, BUSINESS IMPLICATIONS; BRIDGING THE PHYSICAL AND DIGITAL; TECHNOLOGY BREAKS THE PHYSCIAL BARRIER; ALL BRANDS WILL BE LIFESTYLE BRANDS; EMBRACING THE FUTURE; Notes; Index

Big Social Mobile shows that big data, along with social and mobile media, can improve enterprise performance significantly, but only when implemented in a holistic fashion. This book offers an integrative process that has helped a wide range of businesses enhance what has traditionally made them unique, resulting in transformative results.

9781137410405 30 (NL)


Big data.
Customer services.
Electronic commerce.
Mobile communication systems.
Social media.


Electronic books.

HF5548.32 .G52 2014

658.05 658/.05