Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement - Rilegato

Kihn, Martin; O'hara, Chris

Rilegato

ISBN 10: 1119790115 ISBN 13: 9781119790112

Casa editrice: John Wiley & Sons Inc, 2021

Riassunto

Master the hottest technology around to drive marketing success 

Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. 

Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: 

• Understand the problems of managing customer data
• Understand what CDPs are and what they do (and don't do)
• Organize and harmonize customer data for use in marketing
• Build a safe, compliant first-party data asset that your brand can use as fuel
• Create a data-driven culture that puts customers at the center of everything you do
• Understand how to use 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

In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers. 

Su questo libro

Informazioni sull?autore

MARTIN KIHN is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he spent 5 years as a leading Gartner analyst covering marketing, advertising, and data.

CHRIS O'HARA is Vice President, Global Product Marketing at Salesforce for the Data & Identity Group, covering all things data-driven marketing and customer experience.

Dalla quarta di copertina

Recent surveys have shown that 80% or more of today's customers not only tolerate, but actually expect some level of customization as they interact with brands. It's all built on a foundation of customer data. Marketers are employing an unbelievable number of tech tools and systems — easily in the hundreds for most of us — in an attempt to capture, unify, and leverage data. The result is a mess of disconnected information, siloed systems, outdated processes, and general confusion.

What if all this data were in one place? And what if that place were a tech solution that could help us make sense of the data and use it to create the brand experience our customers demand?

Customer Data Platforms are emerging as the single-system answer to our marketing data prayers. This new and poorly understood technology category deserves an in-depth analysis, which is exactly what Customer Data Platforms provides. Written by two Salesforce luminaries, this book covers the what, the why, and the how of CDPs, for a one-stop guide that customer-driven companies can use to create success with customer data.

Whenever we talk about data, privacy is not far behind. Privacy is a growing concern among consumers of all segments. An explosion of privacy-first behavior has made it increasingly difficult for companies to actually capture the data they need to meet customers' expectations. This book shows readers how to resolve this "Privacy Paradox," setting up CDPs that can capture and manage data without sacrificing customer trust.

By the end of Customer Data Platforms, marketers will be armed with 10 action steps to build and manage an enterprise-level CDP, and use it to engage customers, win business, and move forward in the world of customer-driven marketing.

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2021
• Lingua: Inglese
• ISBN 10: 1119790115
• ISBN 13: 9781119790112
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 227
• Contatto del produttore: non disponibile