Data Driven

Harnessing Data and AI to Reinvent Customer Engagement

De: Tom Chavez, Chris O'Hara, Vivek Vaidya

Narrado por: LJ Ganser

Duración: 6 h y 17 m

Resumen del Editor

The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce - the number one customer relationship management (CRM) company in the world

A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies - cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI) - we have more data about consumers and their needs, wants, and affinities than ever before. Data Driven will tell you how to:

• Target and delight your customers with unprecedented accuracy and success
• Bring customers closer to your brand and inspire them to engage, purchase, and remain loyal
• Capture, organize, and analyze data from every source and activate it across every channel
• Create a data-powered marketing strategy that can be customized for any audience
• Serve individual consumers with highly personalized interactions
• Deliver better customer service for the best customer experience
• Improve your products and optimize your operating systems
• Use AI and IoT to predict the future direction of markets

You’ll discover the three principles for building a successful data strategy and the five sources of data-driven power. You’ll hear how top companies put these data-driven strategies into action: how Pandora used second- and third-hand data to learn more about its listeners; how Georgia-Pacific moved from scarcity to abundance in the data sphere; and how Dunkin’ Brands leveraged CRM data as a force multiplier for customer engagement. And if you’re wondering what the future holds, you’ll receive seven forecasts to better prepare you for what may come next. Sure to be a classic, Data Driven is a practical road map to the modern marketing landscape and a tool kit for success in the face of changes already underway and still to come.

©2019 Salesforce.com, Inc. (P)2019 Audible, Inc.

Consumer engagement engagement eye opener

Best collection of consumer engagement concepts in non technical terms. The material is presented in a logical manner, with obvious conclusions and outcomes.

Good book just a little outdated

This book was ground breaking 2-3 years ago, but is still relevant if you are one of the unfortunate souls in digital marketing or an adjacent discipline who doesn’t quite understand the ecosystem of Martech and cloud technology. It is a good intro and will give you some good terminology moving forward. Although a bit outdated it’s still a worthwhile read.

Great insights into building a data strategy

This is an extremely well organized book filled with highly relevant and business-critical details. It’s applicable to businesses of all sizes and illustrates how customer data significantly impacts businesses. The performance is very energetic and easy to follow, taking a pretty heavy business topic and making it entertaining to follow. Overall very well done!

Great one

Great insights, up to date and specially very practical as it continues to give examples of each topic throughout the book. Recommended for anyone working on marketing, BI, strategy or in a retail related company.

PDF not Included?

This audio book would be far more impactful if the pdf was included, in order to re-read certain key points which are made throughout the book.

In addition it would assist in grounding the listener and giving the listener a view of the structure which is pivotal to grasping the concepts covered.

No accompanying pdf

The book is great but there are many references to a pdf that this does not come with.

low info level

narrator good. info in the book very general. no explicit examples. topic touched too general

PDF not included with too much cross-reference

I gave up on this book. Without an accompanying PDF my mind wanders whenever it cross-references a diagram that should have been included, but wasn't. If I can't even get into the audiobook I have NO DESIRE to spend more money on what seems to be basically a book about self-glorification and how great the authors think they are. But I can't see it, so I'm returning it.

No accompanying PDF?

Throughout the audio book, the narrator makes reference to an accompanying PDF file for more information. Was that extra? I bought it with my membership credits, so I did not notice any "extra add-on" costs.