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Customer data platforms : use people data to transform the future of marketing engagement / Martin Kihn and Chris O'Hara

Livre

Kihn, Martin. Auteur | O'Hara, Chris. Auteur

Edité par Wiley - 2021

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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