B2B executives discuss big data marketing issues

Posted by Elena del Valle on March 6, 2015

The Big Data Driven Business

The Big Data-Driven Busines

Photos: Wiley

Marketers Russell Glass and Sean Callahan are big data fans. They believe big data “is changing and should change the way business functions.” They are convinced the benefits of data gathering and analysis are available to companies of all sizes and that every company is relying on them.

Sean Callahan, coauthor, The Big Data Driven Business

Sean Callahan, co-author, The Big Data Driven Business

In The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits (Wiley, $30), a 214-page hardcover book published this year, they discuss the marketing advantages they believe it offers.
The book is divided into thirteen chapters in which the authors share the examples of Nate Silver, Copernicus, Apple and Blackberry to illustrate their point.

Russell Glass, coauthor, The Big Data Driven Business

Russell Glass, co-author, The Big Data Driven Business

For the future they consider the following issues important: personalization, marketing measurement, mobile, Internet, privacy and security, product development, social media, content marketing and human intervention.

Callahan is a marketing journalist, and senior manager content marketing at LinkedIn. Glass is head of B2B Marketing Products at the same company.