01315cam a22002898i 4500 on1221016304 OCoLC ta 210524s2021 njua 001 0 eng 2020051127 9781119790112 1119790115 (OCoLC)1221016304 (OCoLC)1198018382 HF5415.125 .K54 2021 Kihn, Martin. Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn, Chris O'Hara. Hoboken, N.J. : Wiley, c2021. xii, 227 p. : ill. Includes index. 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 -- Machine learning and artificial intelligence -- Orchestrating a personalized customer journey -- Connected data for analytics -- Summary and looking ahead. Marketing Data processing. Customer relations Data processing. Data protection. Privacy, Right of. O'Hara, Chris. lcc BK 0 0 0 0 PNLIB PNLIB GEN 2021-06-17 HF5415.125 .K54 2021 PNLIB21062710 2021-06-17 2021-06-17 BK 2897 2897