Kihn, Martin  O'Hara, Christopher B. <br/><br/>
Customer data platforms :   use people data to transform the future of marketing engagement 

 - Hoboken, New Jersey :  John Wiley & Sons, Inc.,  2020 
 - xii, 227 páginas 
<br/><br/> Recurso en línea: Disponible para miembros de UNIBE a través del portal web del CRAI: https://www.unibe.edu.do/biblioteca/libros-electronicos/  
<br/><br/>Chapter 1.  The customer data conundrum |<br/>Chapter 2.  The brief, wondrous life of customer data management |<br/>Chapter 3.  What is a CDP, anyway? |<br/>Chapter 4.  Organizing customer data |<br/>Chapter 5.  Build a first-party data asset with consent |<br/>Chapter 6.  Building a customer-driven marketing machine |<br/>Chapter 7.  Adtech and the data management platform |<br/>Chapter 8.  Beyond marketing |<br/>Chapter 9.  Machine learning and artificial intelligence |<br/>Chapter 10.  Orchestrating a personalized customer journey |<br/>Chapter 11.  Connected data for analytics |<br/>Chapter 12.  Summary and looking ahead |<br/> 
<br/><br/><label>ISBN: </label>9781119790129 (electrónico)