Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement [Kõva köide]

"Never before has there been such a stark dichotomy in marketing: customers demand the type of deep personalization from brands that technology companies like Netflix and Amazon deliver, but they are increasingly leery of offering the type of personal data required to make it happen. Over the years companies have built byzantine "stacks" of various marketing and advertising technology to try and deliver the fabled "right person, right message, right time" experience to deliver on customer journeys, but have found themselves stuck with a hot mess of siloed systems, disconnected processes, and legacy technical debt. Riding in like a white knight, Customer Data Platforms have come to the fore, offering companies a seemingly plug-and-play way to capture, unify, activate and analyze customer data. CDPs are the hottest technology category for marketers today, a growing category with over 100 different companies, and a hot topic at industry events and in industry press. But are CDPs worthy of the hype? CustomerDriven takes a a deep dive into everything CDP and breaks down the fundamentals, including how to: -Understand the problems of managing customer data -Define the category and understand what CDPs do (and don't do) -Organize and harmonize customer data for use in marketing -Build a safe, compliant first party data asset your brand can use as fuel -Create a data-driven culture that puts customers at the center of everything you do -Understand how to leverage 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"--

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.