Customer Data Platforms
Use People Data to Transform the Future of Marketing Engagement
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Customer Data Platforms
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Narrado por:
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Sean Pratt
Acerca de esta escucha
Marketers are faced with a stark and challenging dilemma: Customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, customer data platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP, so you can learn how to steer your firm toward the future of personalization.
Over the years, many of us have built byzantine "stacks" of various marketing and advertising technology in an attempt to deliver the fabled "right person, right message, right time" experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to understand the problems of managing customer data; understand what CDPs are and what they do (and don't do); organize and harmonize customer data for use in marketing; build a safe, compliant first-party data asset that your brand can use as fuel; and more.
©2021 Martin Kihn and Christopher B. O’Hara (P)2021 Gildan MediaLos oyentes también disfrutaron...
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Lo que los oyentes dicen sobre Customer Data Platforms
Calificaciones medias de los clientesReseñas - Selecciona las pestañas a continuación para cambiar el origen de las reseñas.
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Total5 out of 5 stars
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Ejecución5 out of 5 stars
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Historia5 out of 5 stars
- Amelia Dailey
- 12-30-22
A technical book that reads like a novel
The approach to this marketing technology book is very much like a well written biography!
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Total5 out of 5 stars
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Ejecución5 out of 5 stars
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Historia5 out of 5 stars
- Page
- 01-08-22
Timely, perhaps prescient, guide to the customer data management landscape
As a data-driven marketer completing an advanced degree in data analytics, I think this is a comprehensive and up-to-the-minute reference to the field, with an insightful, balanced, and forward-looking assessment of the state of customer data as it relates to marketing and beyond( i.e. the broader customer experience). Packed with actionable strategy and accessible frameworks for thinking about and managing rapidly-changing and complex business data problems, this book is a “must read” for leaders engaged in tying “digital transformation” initiatives back to customer-centric growth.
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