出版社: St. Martin's Press
副标题: The Tiny Clues That Uncover Huge Trends
出版年: 2016-2-23
页数: 256
定价: USD 25.99
装帧: Hardcover
ISBN: 9781250080684
内容简介 · · · · · ·
Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thing
Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a m...
Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thing
Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a multi-million dollar product.
Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers, as well as anyone with a curiosity about the endless variations of human behavior. You’ll learn…
• How a noise reduction headset at 35,000 feet led to the creation of Pepsi’s new trademarked signature sound.
• How a worn down sneaker discovered in the home of an 11-year-old German boy led to LEGO’s incredible turnaround.
• How a magnet found on a fridge in Siberia resulted in a U.S. supermarket revolution.
• How a toy stuffed bear in a girl’s bedroom helped revolutionize a fashion retailer’s 1,000 stores in 20 different countries.
• How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159% in less than a year.
• How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.
Small Data的创作者
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马丁·林斯特龙 作者
作者简介 · · · · · ·
MARTIN LINDSTROM is a foremost consultant to a who's who of leading companies. He is the author of the international bestseller, Buyology, and five other books on branding and consumer behavior. In 2009, Time Magazine recognized him as among the top 100 Most Influential People in The World, and this year, an independent study among 30,000 marketers named him the world's number ...
MARTIN LINDSTROM is a foremost consultant to a who's who of leading companies. He is the author of the international bestseller, Buyology, and five other books on branding and consumer behavior. In 2009, Time Magazine recognized him as among the top 100 Most Influential People in The World, and this year, an independent study among 30,000 marketers named him the world's number #1 brand building expert.
目录 · · · · · ·
Introduction p. 1
1 Fanning Desire: How Siberian Refrigerator Doors and a Saudi Arabian Mall Created a Revolutionary Website for Russian Women p. 15
2 Sausage, Chicken and the Pursuit of Real Happiness: Transforming the Future of How We Shop for Food p. 47
3 The United Colors of India: Selling Breakfast Cereal to Two Generations of Warring Women p. 75
4 Getting a Bead on Weight Loss (with Help from Fast Food, a Middle Eastern Movie Theater and a Hotel Lap Pool) p. 97
· · · · · · (更多)
Introduction p. 1
1 Fanning Desire: How Siberian Refrigerator Doors and a Saudi Arabian Mall Created a Revolutionary Website for Russian Women p. 15
2 Sausage, Chicken and the Pursuit of Real Happiness: Transforming the Future of How We Shop for Food p. 47
3 The United Colors of India: Selling Breakfast Cereal to Two Generations of Warring Women p. 75
4 Getting a Bead on Weight Loss (with Help from Fast Food, a Middle Eastern Movie Theater and a Hotel Lap Pool) p. 97
5 How Horses, Shirt Collars and Religious Belief Helped Recarbonate a Struggling Brazilian Beer p. 119
6 The Case of the Missing Hand Cream: How Selfies Smoothed the Way for an In-Store Fashion Revolution p. 147
7 Sleeping without a Bedspread: Charred Paper, Toy Cars and Pixie Dust Help Decipher the Meaning of "Quality" in China p. 169
8 A Glimpse Behind the Scenes: Incorporating Small Data into Your Business and Life p. 207
Acknowledgments p. 229
Notes p. 235
Index p. 240
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Small Data的书评 · · · · · · ( 全部 44 条 )
从小数据挖掘用户隐藏的真实需求
不能当畅销书作者的福尔摩斯不是好营销
这篇书评可能有关键情节透露
前几日,我搭乘地铁,习惯性划拉手机。在朋友圈挪移的一个瞬间,我忽然决定放下手机,就像早上迷糊的大脑里窜过一个念头,于是决定醒来一样,开始观察身处的车厢。 然后发现一个熟视无睹又别致的情景:把身边有同行者或者睡着的人除外,整个车厢目力所及,除了一个刚刚上车的外... (展开)颠覆大数据,林斯特龙的“7C”法
读书笔记《痛点》挖掘小数据满足用户的需求
这篇书评可能有关键情节透露
读书笔记《痛点》挖掘小数据满足用户的需求 北落师门 共享笔记社 5月15日 01 何为小数据? 小数据是一种通过研究极少数量的客户而得到分析结论的营销方法。它是一种个性化、场景化的个体信息,不限于数字资料,而是包含了用户行为、习惯、情绪情感需求等多源化的信息资料。具有... (展开)当大数据日渐成为分析用户需求的依赖时,马丁·林斯特龙却提出了相反的看法,他认为当营销涉及到人的习惯时,大数据通常并不准确,反而是能体现人的信仰、兴趣、习惯、情绪等内容的信息更具说服力。由于往往暗含人的共性,这些数据仅需要通过对极少数人的观察,就能凭其得出结论,进而影响营销策略,因此它们被称作小数据。林斯特龙通过大量亲身经历的案例,解读了如何以小数据理论改变营销趋势。
这篇书评可能有关键情节透露
作者马丁•林斯特龙,迪士尼、百事可乐、雀巢、红牛等多家著名企业的品牌顾问。他入选了美国《时代周刊》评出的“全球最具影响力人物100强”。2015年,在一项涵盖三万名营销人员的独立调研中,林斯特龙被誉为全球首席品牌营销专家。在“全球最具影响力50大商业思想家”排行中... (展开)生活中只是缺乏发现美的眼睛
> 更多书评 44篇
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订阅关于Small Data的评论:
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0 有用 lisa|离 2018-04-03 11:32:04
在我看来就是ux research的范畴~但是最近越来越爱研究餐馆的流程了~
0 有用 子珂 2017-05-13 10:28:49
读过一点点,出发点很好,但是写得不太好,比较啰嗦难读
0 有用 Lunatique 2022-05-05 16:30:59
故事写的还行,但是很难让人不觉得有贴标签的感觉……
0 有用 查無此人 2017-08-03 06:47:49
其实就是怎么更CREATIVE的做定性调研 但是有几个SOLUTION真是吓死了 比如啤酒那个 哥们是不喝酒嘛 我问了下价格 30万欧/天。。。。
0 有用 纸上 2019-11-28 08:00:44
一本读起来十分过瘾的书。作者为世界知名品牌做咨询,解决各种难题。我们每个人一天内能接触无数牌子,只有少数脱颖而出让我们愿意掏钱。这些选择或者不选择折射的是人的过去,现在,和未来。但大数据即使涵盖了所有samples也无法完全洞察选择背后的动机。这些内心深处的欲望不为人知晓,甚至连我们自己也说不清楚,只有靠小数据去挖掘了。如果有理想职业品牌咨询可以列入其中。也很喜欢国家文化对比的内容。
0 有用 Lunatique 2022-05-05 16:30:59
故事写的还行,但是很难让人不觉得有贴标签的感觉……
0 有用 纸上 2019-11-28 08:00:44
一本读起来十分过瘾的书。作者为世界知名品牌做咨询,解决各种难题。我们每个人一天内能接触无数牌子,只有少数脱颖而出让我们愿意掏钱。这些选择或者不选择折射的是人的过去,现在,和未来。但大数据即使涵盖了所有samples也无法完全洞察选择背后的动机。这些内心深处的欲望不为人知晓,甚至连我们自己也说不清楚,只有靠小数据去挖掘了。如果有理想职业品牌咨询可以列入其中。也很喜欢国家文化对比的内容。
0 有用 lisa|离 2018-04-03 11:32:04
在我看来就是ux research的范畴~但是最近越来越爱研究餐馆的流程了~
0 有用 查無此人 2017-08-03 06:47:49
其实就是怎么更CREATIVE的做定性调研 但是有几个SOLUTION真是吓死了 比如啤酒那个 哥们是不喝酒嘛 我问了下价格 30万欧/天。。。。
0 有用 子珂 2017-05-13 10:28:49
读过一点点,出发点很好,但是写得不太好,比较啰嗦难读