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010   $a9783031642951
010   $a3031642953
024 7 $a10.1007/978-3-031-64295-1
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035   $a(DE-He213)978-3-031-64295-1
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100   $a20241031d2024      u|         0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aData-Driven Customer Engagement $eMastering MarTech Strategies for Success /$fby Ralf Strauss
205   $a1st ed. 2024.
210  1$aCham :$cSpringer Nature Switzerland :$cImprint: Springer,$d2024.
215   $a1 online resource (350 pages)
311 08$a9783031642944 
311 08$a3031642945 
327   $aMarTech ... The Via Dolorosa Into Data-Driven Customer Interaction -- The Strategic Imperative ... Providing the Groundwork -- Let the MarTech Music Play ... Development Phases of the MarTech Universe -- I Go Where True (Money) Love Goes - Budgets and Market Potentials in MarTech -- Data Readiness and Data Strategies ... Without Data, You Are Just Another Person With an Opinion -- Online Data Protection According to GDPR - Or: What Is Actually (Still) Allowed? (Dr. Simon Menke) -- Measurement and KPI Optimization ... Oldie, But Goldie -- Pandora's AI Box - The AI Tsunami Is Rolling in -- CRM Meets Customer Experience - Moments of Truth for the Customer -- The New Media Imperative -- On the Way to Composability - The Changing Role of IT -- The Organisation Remains the Digital Construction Site -- Case Studies - Lessons Learned from Other Companies -- Steps Towards Marketing Tech Strategy and Implementation.
330   $aEmbark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation. .
606   $aTelemarketing
606   $aInternet marketing
606   $aBusiness information services
606   $aCommunication and traffic
606   $aDigital Marketing
606   $aIT in Business
606   $aMedia Industries
615  0$aTelemarketing.
615  0$aInternet marketing.
615  0$aBusiness information services.
615  0$aCommunication and traffic.
615 14$aDigital Marketing.
615 24$aIT in Business.
615 24$aMedia Industries.
676   $a658.800285
700   $aStrauss$b Ralf$0940833
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910903797003321
996   $aData-Driven Customer Engagement$94272942
997   $aUNINA