Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
McGraw-Hill Education (Verlag)
978-1-260-44153-6 (ISBN)
A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies―cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI)―we have more data about consumers and their needs, wants, and affinities than ever before. Data Driven will show you how to:
●Target and delight your customers with unprecedented accuracy and success●Bring customers closer to your brand and inspire them to engage, purchase, and remain loyal●Capture, organize, and analyze data from every source and activate it across every channel●Create a data-powered marketing strategy that can be customized for any audience●Serve individual consumers with highly personalized interactions●Deliver better customer service for the best customer experience●Improve your products and optimize your operating systems●Use AI and IoT to predict the future direction of markets
You’ll discover the three principles for building a successful data strategy and the five sources of data-driven power. You’ll see how top companies put these data-driven strategies into action: how Pandora used second- and third-hand data to learn more about its listeners; how Georgia-Pacific moved from scarcity to abundance in the data sphere; and how Dunkin’ Brands leveraged CRM data as a force multiplier for customer engagement. And if you’re wondering what the future holds, you’ll receive seven forecasts to better prepare you for what may come next. Sure to be a classic, Data Driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.
Tom Chavez is a serial tech entrepreneur who has spent the last 20 years developing new technologies for data, analytics, and AI. He was CEO and cofounder of Krux, the data management platform acquired by Salesforce in 2016. Now known as Salesforce DMP, it is the technical backbone of Salesforce Marketing Cloud. Tom and his team pioneered data strategies and technologies used by market leaders such as L’Oréal, Georgia Pacific, Adidas, Barclay’s, TicketMaster/LiveNation, and Time Warner. Tom also worked as General Manager in Microsoft’s Advertiser and Publisher Solutions (APS) group. Prior to that, he founded Rapt, Inc., and served as its CEO from 1999 to 2007, when it was acquired by Microsoft. He has published technical research on AI, probabilistic reasoning, and decision analysis in journals of the IEEE and the Association for Uncertainty in Artificial Intelligence. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University, where he was a NASA doctoral fellow, and an AB in Computer Science and Philosophy from Harvard University. Chris O’Hara is one of the world’s most widely published writers on digital marketing. His monthly “Managing the Data” AdExchanger column and annual Econsultancy whitepapers on programmatic media, data management, mobile advertising, and media management are widely read throughout the ad technology, media, and agency industries. Chris joined Krux to build and lead its marketer data practice, bringing on world-class brands such as JetBlue, L’Oréal, Heineken, Anheuser Busch In-Bev, Keurig, Priceline, Duracell, Campbell Soup Company, and Georgia Pacific, among others. Chris now oversees global product marketing for Salesforce DMP and Data Studio. Vivek Vaidya is the CTO of Salesforce Marketing Cloud. Vivek cofounded Krux and served as its CTO. Before that, he was CTO of Rapt, Inc., which was acquired by Microsoft. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. Vivek also worked at Imparto Software Corp., where he was responsible for the design and development of its web marketing automation software suite. Before Imparto, he was a founding member of the engineering team at Parsec Technologies, one of the first companies to develop and market Interactive Voice Response systems in India. He has been developing software for over 20 years, mostly in early to mid-stage startups. He holds an MS in Computer Science from the University of Denver and an MS in Mathematics and Computer Applications from the Indian Institute of Technology.
Preface: Origins
Introduction: The Magic Coffee Maker
Chapter 1: The Emergence of People Data
Chapter 2: Three Core Principles for Building a Winning Data Strategy
Chapter 3: Data In, Data Out
Chapter 4: The Five Sources of Data-Driven Power
Chapter 5: Making It Real for Your Organization
Chapter 6: The New Basis of Competition: Know, Personalize, and Engage
Chapter 7: Seven Forecasts to Light Up Your Future Sensors
Acknowlegments
Notes
Index
| Erscheinungsdatum | 08.10.2018 |
|---|---|
| Verlagsort | OH |
| Sprache | englisch |
| Maße | 163 x 236 mm |
| Gewicht | 517 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-260-44153-9 / 1260441539 |
| ISBN-13 | 978-1-260-44153-6 / 9781260441536 |
| Zustand | Neuware |
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