TY  - BOOK
AU  - Kihn,Martin
AU  - O'Hara,Chris
TI  - Customer data platforms: use people data to transform the future of marketing engagement 
SN  - 9781119790112
AV  - HF5415.125 .K54 2021
PY  - 2021///
CY  - Hoboken, N.J.
PB  - Wiley
KW  - Marketing
KW  - Data processing
KW  - Customer relations
KW  - Data protection
KW  - Privacy, Right of
N1  - 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
ER  -