Business & Marketing
Customer Data Platforms
#1 Amazon Best Seller in Business Marketing
Marketers face a stark dilemma: customers demand deep personalization, but are increasingly wary of sharing personal data. Customer Data Platforms offers a solution — a comprehensive guide to capturing, unifying, activating, and analyzing customer data while respecting privacy.
This book covers:
- Understanding the problems of managing customer data
- What CDPs do (and don't do)
- Building a safe, compliant first-party data asset
- Leveraging AI and machine learning for personalization
- Orchestrating modern customer journeys in real-time
Data Driven
🏆 Axiom Silver Medal – Business TechnologyThe indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce.
Digital technology, social media, and e-commerce have radically changed how consumers access information and make purchases. Using cloud, mobile, social, IoT, and AI, we have more data about customers than ever before. Data-Driven shows how to harness that data to build lasting customer relationships.
- The three principles for building a successful data strategy
- The five sources of data-driven power
- Seven forecasts for the future of marketing
"There has never been a more bewildering—or exciting—time to be a brand, and Chavez, O'Hara, and Vaidya are the smartest guides we've got." — Martin Kihn, VP Research, Gartner
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