000			01315cam a22002898i 4500
001			on1221016304
003			OCoLC
007			ta
008			210524s2021 njua 001 0 eng
010			_a 2020051127
020			_a9781119790112
020			_a1119790115
035			_a(OCoLC)1221016304 _z(OCoLC)1198018382
050			_aHF5415.125 _b.K54 2021
100	1		_aKihn, Martin.
245	1	0	_aCustomer data platforms : _buse people data to transform the future of marketing engagement / _cMartin Kihn, Chris O'Hara.
260			_aHoboken, N.J. : _bWiley, _cc2021.
300			_axii, 227 p. : _bill.
500			_aIncludes index.
505	0		_aThe 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.
650		4	_aMarketing _xData processing.
650		4	_aCustomer relations _xData processing.
650		4	_aData protection.
650		4	_aPrivacy, Right of.
700	1		_aO'Hara, Chris.
942			_2lcc _cBK
999			_c2897 _d2897