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· 제목 : Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement (Hardcover)
· 분류 : 외국도서 > 경제경영 > 고객관리
· ISBN : 9781119790112
· 쪽수 : 240쪽
· 출판일 : 2020-12-15
· 분류 : 외국도서 > 경제경영 > 고객관리
· ISBN : 9781119790112
· 쪽수 : 240쪽
· 출판일 : 2020-12-15
목차
Introduction
1 The Customer Data Conundrum
2 The Brief, Wondrous Life of Customer Data Management
3 What Is a CDP, Anyway?
4 Organizing Customer Data
5 Build a First-Party Data Asset with Consent
6 Building a Customer-Driven Marketing Machine
7 Adtech and the Data Management Platform
8 Beyond Marketing Putting Sales, Service, and Commerce Data to Work
9 Machine Learning and Artificial Intelligence
10 Orchestrating a Personalized Customer Journey
11 Connected Data for Analytics
12 Summary and Looking Ahead
Further Reading
Acknowledgments
About the Authors
Index
