Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn, Chris O'Hara.
Kihn, Martin, author.; O'Hara, Chris, author.; ProQuest (Firm)
2021
HF5415.125 .K54 2021
Available Online

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Title Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn, Chris O'Hara.
Author Kihn, Martin, author.
ISBN 9781119790129 (electronic book)
1119790123 (electronic book)
9781119790136 (electronic book)
1119790131 (electronic book)
9781119790112
Published Hoboken, New Jersey : John Wiley & Sons, Inc., [2021]
Language English
Description 1 online resource (xii, 227 pages)
Call Number HF5415.125 .K54 2021
Dewey Decimal Classification 658.8/340285
Note Includes index.
Access Note Access limited to authorized users
Reproduction Electronic reproduction. Ann Arbor, MI Available via World Wide Web.
Source of Description Description based on online resource; title from digital title page (viewed on November 30, 2020).
Added Author O'Hara, Chris, author.
Added Corporate Author ProQuest (Firm)
Available in Other Form Customer data platforms
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Record Appears in Online Resources > Ebooks
All Resources
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.

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