{"product_id":"9781119790112","title":"Customer Data Platforms Use People Data to Transform the Future of Marketing Engagement","description":"\u003ch1\u003eCustomer Data Platforms\u003c\/h1\u003e\u003ch2\u003eUse People Data to Transform the Future of Marketing Engagement\u003c\/h2\u003e\u003ch3\u003eMartin Kihn | Christopher B. O'Hara\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Customer Relations\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cp\u003e\u003cb\u003eMaster the hottest technology around to drive marketing success\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003eMarketers 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? \u003ci\u003eCustomer Data Platforms \u003c\/i\u003etakes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. \u003c\/p\u003e \u003cp\u003eOver 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. \u003ci\u003eCustomer Data Platforms\u003c\/i\u003e breaks down the fundamentals, including how to:  \u003c\/p\u003e \u003cul\u003e \u003cli\u003eUnderstand the problems of managing customer data\u003c\/li\u003e \u003cli\u003eUnderstand what CDPs are and what they do (and don't do)\u003c\/li\u003e \u003cli\u003eOrganize and harmonize customer data for use in marketing\u003c\/li\u003e \u003cli\u003eBuild a safe, compliant first-party data asset that your brand can use as fuel\u003c\/li\u003e \u003cli\u003eCreate a data-driven culture that puts customers at the center of everything you do\u003c\/li\u003e \u003cli\u003eUnderstand how to use AI and machine learning to drive the future of personalization\u003c\/li\u003e \u003cli\u003eOrchestrate modern customer journeys that react to customers in real-time\u003c\/li\u003e \u003cli\u003ePower analytics with customer data to get closer to true attribution\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIn this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers. \u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e  \u003cp\u003e\u003cb\u003eMARTIN KIHN\u003c\/b\u003e is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he spent 5 years as a leading Gartner analyst covering marketing, advertising, and data. \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHRIS O'HARA\u003c\/b\u003e is Vice President, Global Product Marketing at Salesforce for the Data \u0026amp; Identity Group, covering all things data-driven marketing and customer experience. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e15 December 2020\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781119790112\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e240\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e15.2\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44381081534604,"sku":"9781119790112","price":22.5,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781119790112.jpg?v=1780194389","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9781119790112","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}