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Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
Buch von Tom Chavez (u. a.)
Sprache: Englisch

41,20 €*

inkl. MwSt.

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Lieferzeit 1-2 Wochen

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Beschreibung
The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce¿the #1 customer relationship management (CRM) company in the world
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.
The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce¿the #1 customer relationship management (CRM) company in the world
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.
Über den Autor
Tom Chavez is the founder and CEO of Superset Inc., a venture studio that founds, funds, and builds technology companies. 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, which is now the technical backbone of Salesforce Marketing Cloud. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University and an AB in Computer Science and Philosophy from Harvard University.
Chris O'Hara's 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. He now oversees global product marketing for Salesforce DMP and Data Studio. Vivek Vaidya is a serial tech entrepreneur who has spent the last 25 years building industry-leading technologies in enterprise software, data management, analytics, and machine learning/AI. In his most recent role as CTO of Salesforce Marketing Cloud, he led and managed the engineering teams for all Salesforce Marketing Cloud products. Vivek joined Salesforce in 2016 through the acquisition of Krux, of which he was cofounder and CTO. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. 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, Delhi.Visit [...]
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Inhaltsverzeichnis
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
Details
Erscheinungsjahr: 2018
Fachbereich: Betriebswirtschaft
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: Gebunden
ISBN-13: 9781260441536
ISBN-10: 1260441539
Sprache: Englisch
Einband: Gebunden
Autor: Chavez, Tom
O'Hara Chris
Vaidya, Vivek
Hersteller: McGraw Hill LLC
Verantwortliche Person für die EU: preigu, Ansas Meyer, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de
Maße: 237 x 161 x 27 mm
Von/Mit: Tom Chavez (u. a.)
Erscheinungsdatum: 04.10.2018
Gewicht: 0,468 kg
Artikel-ID: 114030464
Über den Autor
Tom Chavez is the founder and CEO of Superset Inc., a venture studio that founds, funds, and builds technology companies. 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, which is now the technical backbone of Salesforce Marketing Cloud. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University and an AB in Computer Science and Philosophy from Harvard University.
Chris O'Hara's 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. He now oversees global product marketing for Salesforce DMP and Data Studio. Vivek Vaidya is a serial tech entrepreneur who has spent the last 25 years building industry-leading technologies in enterprise software, data management, analytics, and machine learning/AI. In his most recent role as CTO of Salesforce Marketing Cloud, he led and managed the engineering teams for all Salesforce Marketing Cloud products. Vivek joined Salesforce in 2016 through the acquisition of Krux, of which he was cofounder and CTO. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. 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, Delhi.Visit [...]
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Inhaltsverzeichnis
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
Details
Erscheinungsjahr: 2018
Fachbereich: Betriebswirtschaft
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: Gebunden
ISBN-13: 9781260441536
ISBN-10: 1260441539
Sprache: Englisch
Einband: Gebunden
Autor: Chavez, Tom
O'Hara Chris
Vaidya, Vivek
Hersteller: McGraw Hill LLC
Verantwortliche Person für die EU: preigu, Ansas Meyer, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de
Maße: 237 x 161 x 27 mm
Von/Mit: Tom Chavez (u. a.)
Erscheinungsdatum: 04.10.2018
Gewicht: 0,468 kg
Artikel-ID: 114030464
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