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[null,"1.","Record Nr.",null,"UNINA9910806157903321"]
[null,null,"Autore",null,"Kihn Martin"]
[null,null,"Titolo",null,"Customer data platforms : use people data to transform the future of marketing engagement / / Martin Kihn, Chris O'Hara"]
[null,null,"Pubbl/distr/stampa",null,"Hoboken, New Jersey : , : Wiley, , [2021]"]
[{"$nulls":4},"©2021"]
[null,null,"ISBN",null,"1-119-79013-1"]
[{"$nulls":4},"1-119-79012-3"]
[null,null,"Descrizione fisica",null,"1 online resource (xii, 227 pages)"]
[null,null,"Disciplina",null,"658.8"]
[null,null,"Soggetti",null,"Marketing"]
[{"$nulls":4},"Data-analyse"]
[{"$nulls":4},"Direct marketing"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,"Nota di contenuto",null,"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."]
[null,null,null,"Sommario/riassunto","\"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 "]
[{"$nulls":4},"and in industry press. But are CDPs worthy of the hype? Customer Driven takes a a deep dive into everything CDP and breaks down the fundamentals, including how to: -Understand the problems of managing customer data -Define the category and understand what CDPs do (and don't do) -Organize and harmonize customer data for use in marketing -Build a safe, compliant first party data asset your brand can use as fuel -Create a data-driven culture that puts customers at the center of everything you do -Understand how to leverage AI and machine learning to drive the future of personalization -Orchestrate modern customer journeys that react to customers in real-time -Power analytics with customer data to get closer to true attribution\"--"]
[null,"2.","Record Nr.",null,"UNINA9911019664603321"]
[null,null,"Autore",null,"Stubbs Evan"]
[null,null,"Titolo",null,"The value of business analytics : identifying the path to profitability / / Evan Stubbs"]
[null,null,"Pubbl/distr/stampa",null,"Hoboken, N.J., : Wiley, 2011"]
[null,null,"ISBN",null,"9786613176585"]
[{"$nulls":4},"9781118983881"]
[{"$nulls":4},"1118983882"]
[{"$nulls":4},"9781283176583"]
[{"$nulls":4},"1283176580"]
[{"$nulls":4},"9781118093412"]
[{"$nulls":4},"1118093410"]
[null,null,"Edizione",null,"[1st edition]"]
[null,null,"Descrizione fisica",null,"1 online resource (338 p.)"]
[null,null,"Collana",null,"Wiley & SAS business series"]
[null,null,"Classificazione",null,"BUS000000"]
[null,null,"Disciplina",null,"658.4/01"]
[null,null,"Soggetti",null,"Business planning"]
[{"$nulls":4},"Strategic planning"]
[{"$nulls":4},"Decision making"]
[{"$nulls":4},"Industrial management - Statistical methods"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"The Value of Business Analytics: Identifying the Path to Profitability; Contents; Preface; Acknowledgments; CHAPTER 1: Introduction and Background; CHAPTER 2: The Importance of Business Analytics; CHAPTER 3: The Challenges of Tactical Delivery; CHAPTER 4: Defining the Value of Business Analytics; CHAPTER 5: Communicating the Value Proposition; CHAPTER 6: Creating the Execution Plan and Delivering Value; CHAPTER 7: Delivering the Measurement Framework; CHAPTER 8: Bringing It All Together; Glossary; About the Author; Index"]
[null,null,null,"Sommario/riassunto","\"Practical guidance for managers for getting projects started?and presenting the results when the project's doneThis book provides an integrated framework for communicating the value of business analytics, focusing on a four-stage methodology to help with: (1) communicating the value proposition, (2) building the business case, (3) creating the execution plan, and (4) measuring the value. Provides a plan for the execution of a successful business analytics program Reveals how to communicate the value of a project once it's done "]
[{"$nulls":4},"Presents an integrated framework for communicating the value of business analytics Targeted toward the senior management team, this book explains what business analytics is and the value it can bring to your organization\"--"]