Customer data platforms : use people data to transform the future of marketing engagement /
Kihn, Martin.
Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn, Chris O'Hara. - Hoboken, N.J. : Wiley, c2021. - xii, 227 p. : ill.
Includes index.
The customer data conundrum -- The brief, wondrous life of customer data management -- What is a CDP, anyway? -- Organizing customer data -- Build a first-party data asset with consent -- Building a customer-driven marketing machine -- Adtech and the data management platform -- Beyond marketing -- Machine learning and artificial intelligence -- Orchestrating a personalized customer journey -- Connected data for analytics -- Summary and looking ahead.
9781119790112 1119790115
2020051127
Marketing--Data processing.
Customer relations--Data processing.
Data protection.
Privacy, Right of.
HF5415.125 / .K54 2021
Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn, Chris O'Hara. - Hoboken, N.J. : Wiley, c2021. - xii, 227 p. : ill.
Includes index.
The customer data conundrum -- The brief, wondrous life of customer data management -- What is a CDP, anyway? -- Organizing customer data -- Build a first-party data asset with consent -- Building a customer-driven marketing machine -- Adtech and the data management platform -- Beyond marketing -- Machine learning and artificial intelligence -- Orchestrating a personalized customer journey -- Connected data for analytics -- Summary and looking ahead.
9781119790112 1119790115
2020051127
Marketing--Data processing.
Customer relations--Data processing.
Data protection.
Privacy, Right of.
HF5415.125 / .K54 2021