This document provides an overview of a book titled "The Marketing Technology Playbook – Big Data". The book aims to demystify technology for non-technical marketers and help both marketers and IT professionals be successful with marketing big data technologies. It contains 4 chapters that cover innovative uses of big data, an overview of big data technologies and how they work together, challenges of managing big data projects, and a framework to help marketers organize their thoughts on big data initiatives. The author, Edward Cannon, is an experienced CIO who founded a marketing technology consultancy and has a broad understanding of marketing from different perspectives.

1. © 2013 by New Madison Ave Media, LLC. All rights reserved.
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2. The Marketing Technology Playbook – Big Data
Overview
The Marketing Technology Playbook – Big
Data
Written to help marketers and information technology
professionals who partner with the marketing
function be successful with marketing business
intelligence and big data technologies.
By providing concise, actionable information in easy
to understand language that can be mastered
quickly, the book aims to:
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Demystify technology for non-technical
marketing professionals who have to make
technology decisions.
Help marketers feel confident and able to make
well-informed marketing technology decisions
Help information technology professionals who
partner with the marketing function be
successful with marketing business intelligence
and big data technologies.
© 2013 by New Madison Ave Media, LLC. All rights reserved.
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3. The Marketing Technology Playbook – Big Data
Contents
Chapter One:
Big Data & Innovative Thinking
• Discusses business strategy and how to think
innovatively about the uses of big data.
Chapter Two:
Big Data Technology/Management Overview
• Defines what Big Data is, the new technologies
that support it and how all the pieces fit together.
Once you understand the language of big data
and the various products, “big data” will become
clearer and help you easily answer the
question, “do I need big data technologies”?
© 2013 by New Madison Ave Media, LLC. All rights reserved.
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4. The Marketing Technology Playbook – Big Data
Contents
Chapter Three:
Big Data Management Challenges
• Identifies risks and the management strategies
and structures needed to ensure the successful
outcome of a project. Not exhaustive, but keeping
with the philosophy of “concise, actionable
information” we hit the highlights and if you want
more detail, points you in the right direction.
Chapter Four:
Big Data Framework – A Way for Marketers to
Organize Their Thoughts
• The final chapter brings it all together. The
frameworks in this chapter will help both the nontech/non-financial person think about return-ontechnology investment in a different, yet more
compelling way that can be presented to senior
management when requesting funding for your
marketing technology big data initiative.
© 2013 by New Madison Ave Media, LLC. All rights reserved.
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5. The Marketing Technology Playbook – Big Data
About the Author
Edward Cannon
Ed is a highly experienced Chief Information Office
and the founder of New Madison Ave, a marketing
technology consultancy that helps companies
develop marketing business intelligence solutions.
His specialty is in marketing technology and has a
360 degree view of the marketing technology
landscape. Not many have the broad range of
knowledge and 360 degree view of the marketing
arena as Ed. Prior to founding New Madison Ave he
was the Global CIO of a large advertising holding
company, Grey Global Group (prior to being
purchased by WPP), CIO for media provider MTV
Networks, and for a large advertiser, Paramount
Pictures. So, he has seen the marketing function
from the client, media provider and agency
perspective, including traditional media and digital
media experience.
© 2013 by New Madison Ave Media, LLC. All rights reserved.
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