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IBM Press, in partnership with Pearson Education, is the official publisher of IBM retail books for students and professionals.

IBM Press books address the wide range of IBM products and services, architectures, and business solutions. With books designed to help users prepare for IBM certifications, master the implementation and support of a diverse range of IBM products and solutions, and educate business leaders.

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Outside-In Marketing: Using Big Data to Guide your Content Marketing

by James Mathewson, Mike Moran
James Mathewson and Mike Moran, two world-renowned digital marketing thought leaders will show how to integrate content marketing with Big Data to deliver exactly the right messages to exactly the right customers and influencers. IBM's James Mathewson and Converseon's Mike Moran reveal how to make the most of today's Big Data algorithms to shape your messages and get them past Google and Facebook. You'll find up-to-the minute practices, techniques, recommendations, guidelines, and metrics for mining their words. Mathewson and Moran show how to: Go beyond "guess and hope" to transform your marketing practices, campaigns, and channels with Big Data Recognize how Google uses natural language processing, machine learning, and data analytics "against" you - and overcome the obstacles the create Infuse search and social data into product development from its inception, so you can tightly align your offerings with customer needs Measure campaign results more accurately, and feed metrics right back into practices for interative improvement Discover exactly what content is working now, and what's failing Uncover powerful new opportunities to develop discoverable, shareable content Go beyond high-quality content: align all your marketing and communications practices to support outside-in marketing Leverage advanced applications of text analytics and machine learning, including Panda, Penguin, Caffeine, and sophisticated sentiment analysis Build standout web and mobile sites based on all you've learned about your customers Find the right mis, cadence, and combination of social platforms to maximize ROI

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IBM Press publishes books that are authored by eminent architects, engineers and consultants, as well as business leaders, with contributions from other experts working in the IBM community. While the majority of books are written by IBM employees, IBM Press also accepts book proposals from authors outside of IBM.