Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

by ; ;
  • ISBN13:


  • ISBN10:


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

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping Icon Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • eCampus.com Logo Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $28.00 Save up to $12.60
  • Rent Book $15.40
    Add to Cart Free Shipping Icon Free Shipping

    *This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.

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


About the Authors

Featured Data Innovators



Rewards Program

Reviews for Data Driven: Harnessing Data and AI to Reinvent Customer Engagement (9781260441536)