eBook-Customer Data Platforms : Use People Data to Transform the Future of Marketing Engagement
Available Exclusively as an eBook | Part of the AI eBook Collection | Only for Institutional Purchase | Publication Year: 2021
Description
This book explains how customer data platforms (CDPs) help organizations unify and activate customer data for better marketing engagement. It covers architecture, implementation, and use cases across channels. A practical resource for marketing, analytics, and digital transformation professionals.
Table of Contents
CHAPTER 1 The Customer Data Conundrum
CHAPTER 2 The Brief Wondrous Life of Customer Data Management
CHAPTER 3 What Is a CDP Anyway?
CHAPTER 4 Organizing Customer Data
CHAPTER 5 Build a First-Party Data Asset with Consent
CHAPTER 6 Building a Customer-Driven Marketing Machine
CHAPTER 7 Adtech and the Data Management Platform
CHAPTER 8 Beyond Marketing
CHAPTER 9 Machine Learning and Artificial Intelligence
CHAPTER 10 Orchestrating a Personalized Customer Journey
CHAPTER 11 Connected Data for Analytics
CHAPTER 12 Summary and Looking Ahead