Overview
Master the hottest technology around to drive marketing successĀ
Marketers are faced with aĀ starkĀ 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,Ā Customer Data Platforms have come to the fore, offering companiesĀ aĀ way to capture, unify, activate,Ā and analyze customer data. CDPs are the hottestĀ marketingĀ technologyĀ aroundĀ today,Ā but areĀ they worthyĀ of the hype?Ā Customer Data PlatformsĀ takes a deep dive into everything CDPĀ so you can learn how to steer your firm toward the future of personalization.Ā
Over the years,Ā many of usĀ have built byzantine āstacksā of various marketing and advertising technologyĀ in an attemptĀ to deliver the fabled āright person,Ā right message, right timeā experience.Ā This can lead toĀ siloed systems, disconnected processes, and legacy technical debt.Ā CDPs offer a way toĀ simplify the stack and deliverĀ a balanced and engaging customer experience.Ā Customer Data PlatformsĀ breaks down the fundamentals, including how to:Ā Ā Ā
- Understand the problems of managing customer dataĀ Ā
- Understand what CDPsĀ are and what theyĀ do (and donāt do)Ā Ā
- Organize and harmonize customer data for use in marketingĀ Ā
- Build a safe, compliant first-party data assetĀ thatĀ your brand can use as fuelĀ Ā
- Create a data-driven culture that puts customers at the center of everything you doĀ Ā
- Understand how toĀ useĀ AI and machine learning to drive the future of personalizationĀ Ā
- Orchestrate modern customer journeys that react to customers in real-timeĀ Ā
- Power analytics with customer data to get closer to true attributionĀ Ā
InĀ thisĀ book, youāll discover how to build 1:1 engagement that scales at the speed of todayās customers.Ā
This book title, Customer Data Platforms (Use People Data to Transform the Future of Marketing Engagement), ISBN: 9781119790112, by Martin Kihn, Christopher B. O'Hara, published by Wiley (March 16, 2021) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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