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Kihn, Martin O'Hara, Christopher B.

Customer data platforms : use people data to transform the future of marketing engagement - Hoboken, New Jersey : John Wiley & Sons, Inc., 2020 - xii, 227 páginas

Recurso en línea: Disponible para miembros de UNIBE a través del portal web del CRAI: https://www.unibe.edu.do/biblioteca/libros-electronicos/

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 |


ISBN: 9781119790129 (electrónico)