Data driven : harnessing data and AI to reinvent customer engagement
(eBook)

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Published
New York : McGraw-Hill Education, [2019].
Format
eBook
ISBN
9781260441543
Physical Desc
1 online resource
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Language
English

Notes

General Note
Enki Library eBook.
Bibliography
Includes bibliographical references and index.
Description
The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce--the #1 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 show 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 see 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 toolkit for success in the face of changes already underway and still to come.

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Citations

APA Citation, 7th Edition (style guide)

Chavez, T., O'Hara, C., & Vaidya, V. (2019). Data driven: harnessing data and AI to reinvent customer engagement . McGraw-Hill Education.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Chavez, Tom, Chris, O'Hara and Vivek, Vaidya. 2019. Data Driven: Harnessing Data and AI to Reinvent Customer Engagement. McGraw-Hill Education.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Chavez, Tom, Chris, O'Hara and Vivek, Vaidya. Data Driven: Harnessing Data and AI to Reinvent Customer Engagement McGraw-Hill Education, 2019.

MLA Citation, 9th Edition (style guide)

Chavez, Tom,, Chris O'Hara, and Vivek Vaidya. Data Driven: Harnessing Data and AI to Reinvent Customer Engagement McGraw-Hill Education, 2019.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.