Customer data platforms
use people data to transform the future of marketing engagement
Kihn, Martin.
creator
O'Hara, Chris.
text
nju
Hoboken, N.J
Wiley
c2021
2021
monographic
eng
xii, 227 p. : ill.
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.
Martin Kihn, Chris O'Hara.
Includes index.
Marketing
Data processing
Customer relations
Data processing
Data protection
Privacy, Right of
HF5415.125 .K54 2021
9781119790112
1119790115
2020051127
210524
on1221016304