9781260441536

Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

by ; ;
  • ISBN13:

    9781260441536

  • ISBN10:

    1260441539

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2018-10-04
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

Table of Contents

Preface: Origins

Introduction: The Magic Coffee Maker

Chapter 1: The Emergence of People Data
Looming Threats: Consumer Privacy and Security

The Datification of Everything

Identity: The Multiple Versions of You

Operation in a Datified World with Trust and Transparency

Chapter 2: Three Core Principles for Building a Winning Data Strategy

Principle #1: Embrace the Human Becoming

Principle #2: You Have More Data than You Think...and You Think You Have More Data than You Actually Do

Principle #3: There Is No Truth, Just More and Less Useful Theories

Chapter 3: Data In, Data Out

Data In: Every Scrap of Data from Every Possible Source

Walled Garden

Data Out: Connecting People Data to Every Channel

Chapter 4: The Five Sources of Data-Driven Power

Segmentation: Using People Data to Hit the Bullseye

Activation: Finding People Across Every Addressable Cahnnel

Personalization: Using Data to Build Great Customer Experiences

Optimization: Finding Efficiency and Effectiveness in Addressable Media

Insights: Data Back in Again

Chapter 5: Making It Real for Your Organization

Developing a Data Center for Excellence

Capability Maturity Model

The Five Common Pitfalls on the Path to Data-Driven Excellence

Chapter 6: The New Basis of Competition: Know, Personalize, and Engage

The Consumer Journey

Getting Elephants to Dance

Putting It All Together

Chapter 7: Seven Forecasts to Light Up Your Future Sensors

1: Artificial Intelligence Reduces Scutwork and Makes Marketing More Strategic

2: Data Pipelining Becomes a Durable Differentiator

3: Consumer IOT encircles CRM

4: Content Management Gets Blown Up, Put Back Together, and Cloudified

5: The All-in-One Intelligent Marketing Hub Emerges

6: An Open-ID Alternative Will Take Root, Bringing Balance to the Force Provenance and Contracts

7: Consumer-direct-data-sharing-for-dollars Powered by Blockchain

Conclusion

About the Authors

Featured Data Innovators

Acknowlegments

Notes

Rewards Program

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