LEADER 03464nam 2200457 450 001 9910806157903321 005 20230629234742.0 010 $a1-119-79013-1 010 $a1-119-79012-3 035 $a(CKB)4100000011570269 035 $a(MiAaPQ)EBC6386105 035 $a(EXLCZ)994100000011570269 100 $a20210405d2021 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cn$2rdamedia 183 $anc$2rdacarrier 200 10$aCustomer data platforms $euse people data to transform the future of marketing engagement /$fMartin Kihn, Chris O'Hara 210 1$aHoboken, New Jersey :$cWiley,$d[2021] 210 4$dİ2021 215 $a1 online resource (xii, 227 pages) 311 $a1-119-79011-5 327 $aThe 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. 330 $a"Never before has there been such a stark dichotomy in marketing: customers demand the type of deep personalization from brands that technology companies like Netflix and Amazon deliver, but they are increasingly leery of offering the type of personal data required to make it happen. Over the years companies have built byzantine "stacks" of various marketing and advertising technology to try and deliver the fabled "right person, right message, right time" experience to deliver on customer journeys, but have found themselves stuck with a hot mess of siloed systems, disconnected processes, and legacy technical debt. Riding in like a white knight, Customer Data Platforms have come to the fore, offering companies a seemingly plug-and-play way to capture, unify, activate and analyze customer data. CDPs are the hottest technology category for marketers today, a growing category with over 100 different companies, and a hot topic at industry events and in industry press. But are CDPs worthy of the hype? Customer Driven takes a a deep dive into everything CDP and breaks down the fundamentals, including how to: -Understand the problems of managing customer data -Define the category and understand what CDPs do (and don't do) -Organize and harmonize customer data for use in marketing -Build a safe, compliant first party data asset your brand can use as fuel -Create a data-driven culture that puts customers at the center of everything you do -Understand how to leverage AI and machine learning to drive the future of personalization -Orchestrate modern customer journeys that react to customers in real-time -Power analytics with customer data to get closer to true attribution"--$cProvided by publisher. 606 $aMarketing 606 $aData-analyse 606 $aDirect marketing 615 0$aMarketing. 615 0$aData-analyse. 615 0$aDirect marketing. 676 $a658.8 700 $aKihn$b Martin$01669999 702 $aO'Hara$b Chris 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910806157903321 996 $aCustomer data platforms$94031551 997 $aUNINA