Customer Data Platforms Use People Data to Transform the Future of Marketing Engagement

by Kihn, Martin; O'Hara, Christopher B.

• ISBN13: 9781119790112
• ISBN10: 1119790115
• eBook ISBN(s): 9781119790129
• Edition: 1st
• Format: Hardcover
• Copyright: 2020-12-15
• Publisher: Wiley
• More Book Details
• Purchase Benefits

Summary

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. 

Author Biography

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.

Table of Contents

Introduction

1 The Customer Data Conundrum

2 The Brief, Wondrous Life of Customer Data Management

3 What Is a CDP, Anyway?

4 Organizing Customer Data

5 Build a First-Party Data Asset with Consent

6 Building a Customer-Driven Marketing Machine

7 Adtech and the Data Management Platform

8 Beyond Marketing Putting Sales, Service, and Commerce Data to Work

9 Machine Learning and Artificial Intelligence

10 Orchestrating a Personalized Customer Journey

11 Connected Data for Analytics

12 Summary and Looking Ahead

Further Reading

Acknowledgments

About the Authors

Index