Format:
1 online resource (242 pages)
ISBN:
9781119790129
Note:
Description based on publisher supplied metadata and other sources
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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 -- Summary: 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 -- Summary: 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 -- A Business‐User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer‐Driven Thinker: David Raab -- Summary: What Is a CDP?
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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 -- Customer‐Driven Thinker: Sebastian Baltruszewicz -- Summary: Build a First‐Party Data Asset with Consent -- CHAPTER 6 Building a Customer‐Driven Marketing Machine -- Know, Personalize, Engage, and Measure -- Know ("the Right Person") -- Personalize ("the Right Message") -- Engage ("the Right Channel") -- Measure (and Optimize) -- Organizational Transformation -- The CDP Working Model -- Team -- Platform -- Use Cases -- Methodology -- Operating Model -- The People at the Center (the Center of Excellence Model) -- Marketing -- IT/CRM -- Analytics -- How the COE Works -- How to Get There from Here: A Working Maturity Model -- Channel Coordination Stages -- Engagement Maturity Stages -- Touchpoints: That Was Then -- Journeys: This Is Now -- Experiences: This Is the Future -- Summary: Build a Customer‐Driven Marketing Machine
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CHAPTER 7 Adtech and the Data Management Platform -- The Magic Coffee Maker -- Background/Evolution of the DMP -- Five Sources of Value in DMP -- Advertising as Part of the Marketing Mix -- Role of Pseudonymous IDs in the Enterprise -- Advertising in "Walled Gardens" with First‐Party Data -- End‐to‐end Journey Management: The CDMP -- Customer‐Driven Thinker: Ron Amram -- Summary: Adtech and the Data Management Platform -- CHAPTER 8 Beyond Marketing -- The Expanding Role of Customer Data Across the Enterprise -- Service: Frontline Engagement with the Customer -- Commerce: The Storefront and the Nexus of Response -- Use of Commerce Data for Modeling and Scoring -- Sales: The B2B Context, and What That Means for Customer Data -- Sources of Truth -- Householding -- Targetable Attributes -- Marketing: The Brand Stewards, Revenue, and the Engagement Engine -- Customer‐Driven Thinker: Kumar Subramanyam -- Summary: Beyond Marketing: Putting Sales, Service, and Commerce Data to Work -- CHAPTER 9 Machine Learning and Artificial Intelligence -- Once Upon a Time ... in Silicon Valley -- Deep Learning and AI -- Back to the Hot Dogs -- Cast of Characters -- Customer‐Driven Machine Learning and AI -- Data Science in Marketing -- Machine Learning Vs. Artificial Intelligence? -- What Does a Marketing Data Scientist Do? -- Customer Data and Experimental Design -- Customer Data, Machine Learning, and AI -- What Is a Model? -- Labeled Vs. Unlabeled Data -- Fitting a Model to Data -- Making Predictions -- Regression -- Classification -- Finding Structure -- Clustering -- Dimensionality Reduction -- Neural Networks -- Applying Machine Learning and AI in Marketing -- Machine‐Learned Segmentation -- Machine‐Learned Attribution -- Image Recognition and Natural Language Processing (NLP) -- Importance of Customer Data for AI -- AI/ML in the Organization: Data Science Teams
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Customer‐Driven Thinker: Alysia Borsa -- Summary: Machine Learning and Artificial Intelligence -- CHAPTER 10 Orchestrating a Personalized Customer Journey -- The Rise of Context Marketing -- Prescriptive Journeys -- Predictive Journeys -- Real‐Time Interaction Management (RTIM) Journeys -- Customer‐Driven Thinker: Laura Lisowski Cox -- Summary: Orchestrating a Personalized Customer Journey -- CHAPTER 11 Connected Data for Analytics -- Customer Data for Marketing Analytics -- Analytical Capabilities -- Analytics Data Sources -- Beyond the Basics -- Key Types of Analytics -- Marketing/Email Analytics -- DMP Analytics -- Multitouch Attribution (MTA) -- Media Mix Modeling (MMM) -- Marketing Analytics Platforms -- Enterprise Analytics/BI -- Customer‐Driven Thinker: Vinny Rinaldi -- Summary: Connected Data for Analytics -- CHAPTER 12 Summary and Looking Ahead -- Summary -- Looking Ahead -- Category Shake‐Out! -- Aggregate‐Level Data and "FLOCtimization" -- A Fresh Start for Multitouch Attribution -- AI Finally Takes Over -- The Future -- Further Reading -- Acknowledgments -- About the Authors -- Index -- EULA.
Additional Edition:
Erscheint auch als Druck-Ausgabe Kihn, Martin Customer Data Platforms Newark : John Wiley & Sons, Incorporated,c2020 ISBN 9781119790112
Language:
English
Subjects:
Economics
Keywords:
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