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Customer data platforms : use people data to transform the future of marketing engagement

By: Kihn, MartinContributor(s): O'Hara, ChrisMaterial type: TextTextPublication details: New Jersey Wiley 2021Description: 227pISBN: 9781119790112Subject(s): Marketing-Data Processing | Privacy, Right of | Customer Relations-Data Processing | Data ProtectionDDC classification: 658.8 Summary: 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
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Books Books IIMJ Library
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Non-fiction 658.8 KIH (Browse shelf (Opens below)) Available 5468
Books Books IIMJ Library
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Non-fiction 658.8 KIH (Browse shelf (Opens below)) Available 5133

Table of Contents:

1. The Customer Data Conundrum
2. The Brief, Wondrous Life of Customer Data Management
3. What is a CDP, anyway?
4. Organizing Customer Data
5. Build a First-Party Data Asset with Consent
6. Building a Customer-Driven Marketing Machine 107
7. Adtech and the Data Management Platform 131
8. Beyond Marketing 141
9. Machine Learning and Artificial Intelligence 155
10. Orchestrating a Personalized Customer Journey 175
11. Connected Data for Analytics 185
12. Summary and Looking Ahead 201

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

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