Customer Data Platforms (Innbundet)

Use People Data to Transform the Future of Marketing Engagement

Forfatter:

og

Forfatter: og
Innbinding: Innbundet
Utgivelsesår: 2021
Antall sider: 240
Forlag: John Wiley & Sons Inc
Språk: Engelsk
ISBN/EAN: 9781119790112
Omtale Customer Data Platforms
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.

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