Kihn, Martin. <br/><br/>
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. 
<br/><br/> Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781119790112 1119790115 
<br/><br/><label>LCCN: </label>2020051127 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Data processing.<br/>Customer relations--Data processing.<br/>Data protection.<br/>Privacy, Right of.
<br/><br/><label>LC Class. No.: </label>HF5415.125  / .K54 2021