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Customer data platforms : use people data to transform the future of marketing engagement / / Martin Kihn, Chris O'Hara
| Customer data platforms : use people data to transform the future of marketing engagement / / Martin Kihn, Chris O'Hara |
| Autore | Kihn Martin |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , [2021] |
| Descrizione fisica | 1 online resource (xii, 227 pages) |
| Disciplina | 658.8 |
| Soggetto topico |
Marketing
Data-analyse Direct marketing |
| ISBN |
1-119-79013-1
1-119-79012-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910798841103321 |
Kihn Martin
|
||
| Hoboken, New Jersey : , : Wiley, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Customer data platforms : use people data to transform the future of marketing engagement / / Martin Kihn, Chris O'Hara
| Customer data platforms : use people data to transform the future of marketing engagement / / Martin Kihn, Chris O'Hara |
| Autore | Kihn Martin |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , [2021] |
| Descrizione fisica | 1 online resource (xii, 227 pages) |
| Disciplina | 658.8 |
| Soggetto topico |
Marketing
Data-analyse Direct marketing |
| ISBN |
1-119-79013-1
1-119-79012-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910806157903321 |
|
Kihn Martin
|
||
| Hoboken, New Jersey : , : Wiley, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||