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Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn, Chris O'Hara.

By: Contributor(s): Material type: TextTextPublication details: Hoboken, N.J. : Wiley, c2021.Description: xii, 227 p. : illISBN:
  • 9781119790112
  • 1119790115
Subject(s): LOC classification:
  • HF5415.125 .K54 2021
Contents:
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.
Item type: Books
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Books Books Punsarn Library General Stacks HF5415.125 .K54 2021 (Browse shelf(Opens below)) Available PNLIB21062710
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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.

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