Customer Data Platforms
Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization.
Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to clear out the cobwebs and easily solve for a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to:
- Understand the problems of managing customer data
- Understand what CDPs are and what they do (and don’t do)
- Organize and harmonize customer data for use in marketing
- Build a safe, compliant first-party data asset that your brand can use as fuel
- Create a data-driven culture that puts customers at the center of everything you do
- Understand how to leverage AI and machine learning to drive the future of personalization
- Orchestrate modern customer journeys that react to customers in real-time
- Power analytics with customer data to get closer to true attribution
In this book, you’ll discover how to build 1:1 engagement that scales at the speed of today’s customers.
“There has never been a more bewildering—or exciting—time to be a brand, and Chavez, O’Hara, and Vaidya are the smartest guides we’ve got. Whether you’re a hard-headed marketer or just a curious soul, Data Driven shows you what makes modern data-driven brands succeed.” —Martin Kihn, VP Research, Gartner, Inc. and creator of House of Lies
The indispensable guide to data-powered marketing from the team behind the data management platform (DMP) that helps fuel Salesforce—the #1 customer relationship management (CRM) company in the world.
A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies— cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI)—we have more data about consumers and their needs, wants, and affinities than ever before.
Data-Driven shows businesses how to use that data to target and delight their customers with unprecedented accuracy and success, bringing them closer to their brands and inspiring them to engage, purchase, and remain loyal. It explains how strategies for marketing can be crafted to capture, organize, and analyze data from every source and to activate it across every channel. Readers will learn the three principles for building a successful data strategy, the five sources of data-driven power, and seven forecasts for the future.
Sure to be a classic, Data-Driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.
- A game-changing marketing guide that shows businesses how to harness the power of data to engage customers and grow top-line revenue
- Provides cutting-edge marketing strategies for today’s data-driven economy: cloud, mobile, social, internet of things, (IoT) and artificial intelligence (AI)
- Written by industry thought leaders and the tech entrepreneurs behind Salesforce DMP, the technical backbone of Salesforce Marketing Cloud
This book will be out in early September 2018 from McGraw Hill Professional.
Christopher B. O’Hara, the author of The Bloody Mary, brings you Ribs: A Connoisseur’s Guide to Barbecuing and Grilling. With dozens of color photographs and detailed recipes for over a dozen varieties of ribs and sauces, from Carolina baby-backs to Kansas City-style barbecue, this book will teach you how to make great-tasting ribs at home. Learn what cooking techniques work best, including recipes for sauces, rubs, glazes, and marinades. Sample exciting recipes for delectable baby back, pork, beef ribs, spare ribs, and more. Discover the origins of ribs’ regional variations and sources for the most popular prepared sauces. Whether you’re braising, smoking, grilling, or barbecuing, you won’t want to be without this mouthwatering cookbook. (71/4 X 71/4, 116 pages, color photos).
Who can pass up a platter of chicken wings? Spicy, crunchy, indulgent, and delicious, they’re simply irresistible. Here, at last, is the definitive collection of recipes for the inveterate wing lover, filled with easy, addictive recipes that run from classic to exotic. Author Christopher B. O’Hara has collected a wide range of fabulous recipes, including classic wings (such as Original Anchor Bar Buffalo Wings, Mahogany Wings, and Easy Sesame Wings), wings with spicy international flavors (like Barbecued Thai Chicken Wings and Tandoori Wings), and plenty of BBQ wings from all over the South (from the vinegary North Carolina-Style to Deep South Mustard-Based Barbecue). And since the only thing that’s better than a savory wing is one that’s paired with a creamy sauce, Wing It! includes plenty of dips, such as traditional Roquefort Blue Cheese, spicy Chipotle Ranch, and easy Honey Mustard. With detailed instructions on baking, grilling, and frying wings, hot sauce information, and gorgeous photographs throughout, Wing It! is the all-in-one solution to anytime chicken wing cravings—just add celery sticks and some beer!
There was a time when one income could support a family, when American-made automobiles were the best on the market, when you could eat a steak without thinking of cholesterol, and when Milwaukee was the beer capital of the world. Back then, you drank beer—not lager, stout, or IPA—just plain old great American beer. The ultimate guide to the classic brews and legendary brands of the past two centuries, Great American Beer is packed with full-color photos of beer memorabilia from the heyday of this country’s beer revolution and brief histories of fifty brands that left their mark on generations of beer drinkers. Infused with fact, lore, and an ample dose of tongue-in-cheek humor, Great American Beer lures you into the America where these legendary beers were born and rose to prominence as regional favorites. If you’re a beer drinker who knows that Schlitz offers “just the kiss of the hops” or who can recite the Budweiser Manifesto by heart, this book’s for you.
From the scent of nutmeg-laced hot buttered rum to the fizz of a poinsettia cocktail, there’s nothing like a classic winter drink to bring true festivity to the season. In this convenient recipe deck, you’ll discover that whipping up eggnog from scratch is a whole lot simpler than cooking the perfect turkey. Divided into easy-to-reference sections, this deck includes recipes for nogs, ciders, festive punches, and classic holiday cocktails. You’ll also find advice for keeping a well-stocked bar and tips for serving a large crowd.