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Customer Data Platforms Use People Data to Transform the Future of Marketing Engagement.
The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automat...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated,
2020.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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|---|---|---|---|
| 001 | EBOOKCENTRAL_on1206394404 | ||
| 003 | OCoLC | ||
| 005 | 20240329122006.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 201114s2020 xx o ||| 0 eng d | ||
| 040 | |a EBLCP |b eng |c EBLCP |d EBLCP |d K6U |d OCLCF |d OCLCO |d OCLCQ |d OCLCO |d OCLCL | ||
| 020 | |a 9781119790129 | ||
| 020 | |a 1119790123 | ||
| 035 | |a (OCoLC)1206394404 | ||
| 050 | 4 | |a HF5415 |b .K546 2021eb | |
| 082 | 0 | 4 | |a 658.8 |2 23 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Kihn, Martin. | |
| 245 | 1 | 0 | |a Customer Data Platforms |h [electronic resource] : |b Use People Data to Transform the Future of Marketing Engagement. |
| 260 | |a Newark : |b John Wiley & Sons, Incorporated, |c 2020. | ||
| 300 | |a 1 online resource (226 p.) | ||
| 500 | |a Description based upon print version of record. | ||
| 505 | 0 | |a Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross-Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer-Driven Thinker: Kevin Mannion | |
| 505 | 8 | |a A Business-User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer-Driven Thinker: David Raab -- Summary: What Is a CDP? -- CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence | |
| 505 | 8 | |a Customer-Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First-Party Data Asset with Consent -- Privacy-First Is Customer-Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try | |
| 520 | |a The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automation -- Marketing Automation -- Improved User Interface (UI) -- The Multichannel Multiverse of the Thoroughly Modern Marketer -- The Growth of Digital -- Today's Landscape -- Today's Martech Frankenstack -- Customer-Driven Thinker: Scott Brinker. | ||
| 520 | |a The Brief, Wondrous Life of Customer Data Management -- CHAPTER 3 What Is a CDP, Anyway? -- Rise of the Customer Data Platform -- What Marketers Really Want from the CDP -- The Great RFP Adventure -- "We Want a Platform, Not a Product" -- Building a Platform Solution -- CDP Capabilities -- Data Collection -- Data Management -- Profile Unification -- Segmentation and Activation -- Insights/AI -- The Two (Actually Three) Types of CDPs -- A System of Insights -- System of Engagement -- The Third Type: Enterprise Holistic CDP -- Known and Unknown (CDMP) Data Must Be Unified. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Data-analyse. | |
| 650 | 0 | |a Direct marketing. | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Marketing direct. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Direct marketing |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 700 | 1 | |a O'Hara, Christopher B. | |
| 758 | |i has work: |a Customer data platforms (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGVkWJrc77KY6qtV6bchQC |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Kihn, Martin |t Customer Data Platforms : Use People Data to Transform the Future of Marketing Engagement |d Newark : John Wiley & Sons, Incorporated,c2020 |z 9781119790112 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=6386105 |z Texto completo |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL6386105 | ||
| 994 | |a 92 |b IZTAP | ||