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Data driven : harnessing data and AI to reinvent customer engagement /
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-commer...
| Clasificación: | Libro Electrónico |
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| Autores principales: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill Education,
[2019]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
| Sumario: | 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. |
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| Descripción Física: | 1 online resource |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781260441543 1260441547 |