Customer data platforms : use people data to transform the future of marketing engagement /: use people data to transform the future of marketing engagement. ([2021])

• Record Type: Book
• Further Information: Note: Martin Kihn, Chris O'Hara.
• Authors: Kihn, Martin; O'Hara, Chris
• Contents: The customer data conundrum -- The brief, wondrous life of customer data management -- What is a CDP, anyway? -- Organizing customer data -- Build a first-party data asset with consent -- Building a customer-driven marketing machine -- Adtech and the data management platform -- Beyond marketing putting sales, service, and commerce data to work -- Machine learning and artificial intelligence -- Orchestrating a personalized customer journey -- Connected data for analytics -- Summary and looking ahead.
• Publisher Details: Hoboken, New Jersey : John Wiley & Sons, Inc
• Publication Date: 2021
• Extent: 1 online resource (xii, 227 pages)
• Subjects: 658.8/340285; Marketing -- Data processing; Customer relations -- Data processing; Data protection; Privacy, Right of
• Languages: English
• ISBNs: 9781119790129; 1119790123; 9781119790136; 1119790131
• Related ISBNs: 9781119790112
• Notes: Note: Description based on online resource; title from digital title page (viewed on November 30, 2020).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.