Customer data platforms : use people data to transform the future of marketing engagement

Kihn, Martin, author.

Book 2021

"Never before has there been such a stark dichotomy in marketing: customers demand the type of deep personalization from brands that technology companies like Netflix and Amazon deliver, but they are increasingly leery of offering the type of personal data required to make it happen. Over the years, companies have built byzantine "stacks" of various marketing and advertising technology to try and deliver the fabled "right person, right message, r...

Item Details & Discovery

Explore Topics & Themes:

Customer relations Data processing

Data protection

Marketing Data processing

Privacy, Right of

View technical details & catalog information

ISBN:

9781119790112

Description:

pages cm

Notes:

Includes index

Contents:

The customer data conundrum
The brief, wondrous life of customer data management
What is a CDP, anyway?
Organizing customer data
Build a first-party data asset with consent
Building a customer-driven marketing machine
Adtech and the data management platform
Beyond marketing putting sales, service, and commerce data to work
Machine learning and artificial intelligence
Orchestrating a personalized customer journey
Connected data for analytics
Summary and looking ahead

LCCN:

2020051127

Control Number:

3098735

Other Authors:

O'Hara, Chris, author

View in Classic Catalog