01537nam a22002415i 4500 114054 DR-UNIBE 20250826114157.0 cr nn 008mamaa 250825s2020 xxu| s |||| 0|eng d 9781119790129 (electrónico) BIBLIOTECA UNIBE BIBLIOTECA UNIBE rda eng Kihn, Martin autor 198686 O'Hara, Christopher B. autor 198720 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 | https://ebookcentral.proquest.com/lib/unibedr/detail.action?docID=6386105 ddc EB 114054 114054 0 0 ddc 0 eTEXT Principal 2026-03-23 0 EB0507 2025-08-26 10:16:10 copias ilimitadas 2025-08-26 EB