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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kihn, Martin
Otros Autores: O'Hara, Christopher B.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Newark : John Wiley & Sons, Incorporated, 2020.
Temas:
Marketing.
Data-analyse.
Direct marketing.
Marketing direct.
marketing.
Direct marketing
Marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • 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
  • 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

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