che-chandler.de
Customer Data Platforms
Use People Data to Transform the Future of Marketing Engagement
Besorgungstitel - wird vorgemerkt | Lieferzeit: Besorgungstitel - Lieferbar innerhalb von 10 Werktagen I
Alle Preise inkl. MwSt.
| zzgl. Versand
Nicht verfügbar
Zum Merkzettel
Gewicht:
434 g
Format:
234x158x27 mm
Beschreibung:
MARTIN KIHN is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he spent 5 years as a leading Gartner analyst covering marketing, advertising, and data.
CHRIS O'HARA is Vice President, Global Product Marketing at Salesforce for the Data & Identity Group, covering all things data-driven marketing and customer experience.
CHRIS O'HARA is Vice President, Global Product Marketing at Salesforce for the Data & Identity Group, covering all things data-driven marketing and customer experience.
Introduction 1
The Pizza Challenge 1
The Perils of Personalization 4
Rise of the Avoidant Customer 5
The Disconnected Data Dilemma 6
Crossing the Customer Data Chasm 7
Customer Data Platform (CDP) 8
Chapter 1 The Customer Data Conundrum 11
Data Silos 11
Known Data 14
Customer Relationship Management (CRM) 15
Customer Resolution 15
Data Portability 16
Unknown Data 16
Cross-Device Identity Management (CDIM) 19
Connecting the Known and Unknown 20
Data Onboarding 21
People Silos 22
Customer-Driven Thinker: Kevin Mannion 24
Summary: The Customer Data Problem 26
Chapter 2 The Brief, Wondrous Life of Customer Data Management 29
Customer Data on Cards and Tape? 29
Direct Mail and Email: The Prototypes of Modern Marketing 31
A Brief History of Customer Data Management 32
Relational Databases 34
The Rise of CRM and Marketing Automation 35
Marketing Automation 36
Improved User Interface (UI) 37
The Multichannel Multiverse of the Thoroughly Modern Marketer 38
The Growth of Digital 38
Today's Landscape 40
Today's Martech Frankenstack 41
Customer-Driven Thinker: Scott Brinker 43
Summary: The Brief, Wondrous Life of Customer Data Management 44
Chapter 3 What is a CDP, Anyway? 47
Rise of the Customer Data Platform 47
What Marketers Really Want from the CDP 51
The Great RFP Adventure 52
"We Want a Platform, Not a Product" 53
Building a Platform Solution 54
CDP Capabilities 54
Data Collection 54
Data Management 55
Profile Unification 56
Segmentation and Activation 56
Insights/AI 57
The Two (Actually Three) Types of CDPs 58
A System of Insights 58
System of Engagement 60
The Third Type: Enterprise Holistic CDP 62
Known and Unknown (CDMP) Data Must Be Unified 62
A Business-User Friendly UI 62
A Platform Ecosystem 63
The Future is Here 64
Customer-Driven Thinker: David Raab 65
Summary: What is a CDP? 66
Chapter 4 Organizing Customer Data 69
Munging Data in the Midwest 69
Elements of a Data Pipeline 71
Data Management Steps 72
1 Data Ingestion 72
2 Data Harmonization 74
Using an Information Model 75
3 Identity Management 76
Benefits of Identity Management 77
Spectrum of Identity 78
Identity Management in Practice 79
4 Segmentation 79
The Importance of Attributes 82
5 Activation 83
Getting It Done 84
Different Spheres of Influence 84
Customer-Driven Thinker: Brad Feinberg 86
Summary: Organizing Customer Data 88
Chapter 5 Build a First-Party Data Asset with Consent 91
Privacy-First is Customer-Driven 91
Privacy Police: Browsers and Regulators 93
Web Browsers and Standards Bodies 93
Intelligent Tracking Prevention 94
Enhanced Tracking Prevention and Brave 94
Google's Chrome and AdID 94
Government Regulators 95
The Mistrustful Consumer 96
How Can a Marketer Gain Trust? 98
Attitudes Around the World 99
The Privacy Paradox 100
What Exactly is the Privacy Paradox? 101
How Do You Solve the Paradox? 101
Four Privacy Tactics to Try 102<
The Pizza Challenge 1
The Perils of Personalization 4
Rise of the Avoidant Customer 5
The Disconnected Data Dilemma 6
Crossing the Customer Data Chasm 7
Customer Data Platform (CDP) 8
Chapter 1 The Customer Data Conundrum 11
Data Silos 11
Known Data 14
Customer Relationship Management (CRM) 15
Customer Resolution 15
Data Portability 16
Unknown Data 16
Cross-Device Identity Management (CDIM) 19
Connecting the Known and Unknown 20
Data Onboarding 21
People Silos 22
Customer-Driven Thinker: Kevin Mannion 24
Summary: The Customer Data Problem 26
Chapter 2 The Brief, Wondrous Life of Customer Data Management 29
Customer Data on Cards and Tape? 29
Direct Mail and Email: The Prototypes of Modern Marketing 31
A Brief History of Customer Data Management 32
Relational Databases 34
The Rise of CRM and Marketing Automation 35
Marketing Automation 36
Improved User Interface (UI) 37
The Multichannel Multiverse of the Thoroughly Modern Marketer 38
The Growth of Digital 38
Today's Landscape 40
Today's Martech Frankenstack 41
Customer-Driven Thinker: Scott Brinker 43
Summary: The Brief, Wondrous Life of Customer Data Management 44
Chapter 3 What is a CDP, Anyway? 47
Rise of the Customer Data Platform 47
What Marketers Really Want from the CDP 51
The Great RFP Adventure 52
"We Want a Platform, Not a Product" 53
Building a Platform Solution 54
CDP Capabilities 54
Data Collection 54
Data Management 55
Profile Unification 56
Segmentation and Activation 56
Insights/AI 57
The Two (Actually Three) Types of CDPs 58
A System of Insights 58
System of Engagement 60
The Third Type: Enterprise Holistic CDP 62
Known and Unknown (CDMP) Data Must Be Unified 62
A Business-User Friendly UI 62
A Platform Ecosystem 63
The Future is Here 64
Customer-Driven Thinker: David Raab 65
Summary: What is a CDP? 66
Chapter 4 Organizing Customer Data 69
Munging Data in the Midwest 69
Elements of a Data Pipeline 71
Data Management Steps 72
1 Data Ingestion 72
2 Data Harmonization 74
Using an Information Model 75
3 Identity Management 76
Benefits of Identity Management 77
Spectrum of Identity 78
Identity Management in Practice 79
4 Segmentation 79
The Importance of Attributes 82
5 Activation 83
Getting It Done 84
Different Spheres of Influence 84
Customer-Driven Thinker: Brad Feinberg 86
Summary: Organizing Customer Data 88
Chapter 5 Build a First-Party Data Asset with Consent 91
Privacy-First is Customer-Driven 91
Privacy Police: Browsers and Regulators 93
Web Browsers and Standards Bodies 93
Intelligent Tracking Prevention 94
Enhanced Tracking Prevention and Brave 94
Google's Chrome and AdID 94
Government Regulators 95
The Mistrustful Consumer 96
How Can a Marketer Gain Trust? 98
Attitudes Around the World 99
The Privacy Paradox 100
What Exactly is the Privacy Paradox? 101
How Do You Solve the Paradox? 101
Four Privacy Tactics to Try 102<
Master the hottest technology around to drive marketing success
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
* Create a data-driven culture that puts customers at the center of everything you do
* Understand how to use AI and machine learning to drive the future of personalization
* Orchestrate modern customer journeys that react to customers in real-time
* Power analytics with customer data to get closer to true attribution
In this book, you'll discover how to build 1:1 engagement that scales at the speed of today's customers.
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
* Create a data-driven culture that puts customers at the center of everything you do
* Understand how to use AI and machine learning to drive the future of personalization
* Orchestrate modern customer journeys that react to customers in real-time
* Power analytics with customer data to get closer to true attribution
In this book, you'll discover how to build 1:1 engagement that scales at the speed of today's customers.