Customer data platforms use people data to transform the future of marketing engagement
The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automat...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2021]
|
| Online-Zugang: | FHD01 HWR01 |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
MARC
| LEADER | 00000nmm a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV047203371 | ||
| 003 | DE-604 | ||
| 005 | 20210602 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 210318s2021 |||| o||u| ||||||eng d | ||
| 020 | |a 9781119790129 |9 978-1-119-79012-9 | ||
| 035 | |a (ZDB-30-PQE)6386105 | ||
| 035 | |a (OCoLC)1242724135 | ||
| 035 | |a (DE-599)BVBBV047203371 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 |a DE-2070s | ||
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 084 | |a QP 650 |0 (DE-625)141922: |2 rvk | ||
| 100 | 1 | |a Kihn, Martin |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Customer data platforms |b use people data to transform the future of marketing engagement |c Martin Kihn, Chris O'Hara |
| 264 | 1 | |a Hoboken, New Jersey |b Wiley |c [2021] | |
| 300 | |a 1 Online-Ressource (xii, 227 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 505 | 8 | |a Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross-Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer-Driven Thinker: Kevin Mannion | |
| 505 | 8 | |a A Business-User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer-Driven Thinker: David Raab -- Summary: What Is a CDP? -- CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence | |
| 505 | 8 | |a Customer-Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First-Party Data Asset with Consent -- Privacy-First Is Customer-Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try | |
| 520 | |a The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automation -- Marketing Automation -- Improved User Interface (UI) -- The Multichannel Multiverse of the Thoroughly Modern Marketer -- The Growth of Digital -- Today's Landscape -- Today's Martech Frankenstack -- Customer-Driven Thinker: Scott Brinker | ||
| 700 | 1 | |a O'Hara, Chris |e Verfasser |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe, ePDF |z 978-1-119-79013-6 |a Kihn, Martin |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe, Hardcover |z 978-1-119-79011-2 |
| 912 | |a ZDB-30-PQE | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-032608348 | ||
| 966 | e | |u https://ebookcentral.proquest.com/lib/th-deggendorf/detail.action?docID=6386105 |l FHD01 |p ZDB-30-PQE |q FHD01_PQE_Kauf |x Aggregator |3 Volltext | |
| 966 | e | |u https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6386105 |l HWR01 |p ZDB-30-PQE |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1804182312003305472 |
|---|---|
| adam_txt | |
| any_adam_object | |
| any_adam_object_boolean | |
| author | Kihn, Martin O'Hara, Chris |
| author_facet | Kihn, Martin O'Hara, Chris |
| author_role | aut aut |
| author_sort | Kihn, Martin |
| author_variant | m k mk c o co |
| building | Verbundindex |
| bvnumber | BV047203371 |
| classification_rvk | QP 620 QP 650 |
| collection | ZDB-30-PQE |
| contents | Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross-Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer-Driven Thinker: Kevin Mannion A Business-User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer-Driven Thinker: David Raab -- Summary: What Is a CDP? -- CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence Customer-Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First-Party Data Asset with Consent -- Privacy-First Is Customer-Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try |
| ctrlnum | (ZDB-30-PQE)6386105 (OCoLC)1242724135 (DE-599)BVBBV047203371 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03822nmm a2200409 c 4500</leader><controlfield tag="001">BV047203371</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20210602 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">210318s2021 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781119790129</subfield><subfield code="9">978-1-119-79012-9</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PQE)6386105</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1242724135</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV047203371</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-2070s</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 650</subfield><subfield code="0">(DE-625)141922:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kihn, Martin</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Customer data platforms</subfield><subfield code="b">use people data to transform the future of marketing engagement</subfield><subfield code="c">Martin Kihn, Chris O'Hara</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Hoboken, New Jersey</subfield><subfield code="b">Wiley</subfield><subfield code="c">[2021]</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xii, 227 Seiten)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross-Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer-Driven Thinker: Kevin Mannion</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">A Business-User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer-Driven Thinker: David Raab -- Summary: What Is a CDP? -- CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Customer-Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First-Party Data Asset with Consent -- Privacy-First Is Customer-Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automation -- Marketing Automation -- Improved User Interface (UI) -- The Multichannel Multiverse of the Thoroughly Modern Marketer -- The Growth of Digital -- Today's Landscape -- Today's Martech Frankenstack -- Customer-Driven Thinker: Scott Brinker</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">O'Hara, Chris</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Online-Ausgabe, ePDF</subfield><subfield code="z">978-1-119-79013-6</subfield><subfield code="a">Kihn, Martin</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe, Hardcover</subfield><subfield code="z">978-1-119-79011-2</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-032608348</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/th-deggendorf/detail.action?docID=6386105</subfield><subfield code="l">FHD01</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="q">FHD01_PQE_Kauf</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6386105</subfield><subfield code="l">HWR01</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV047203371 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T16:51:45Z |
| indexdate | 2024-07-10T09:05:33Z |
| institution | BVB |
| isbn | 9781119790129 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032608348 |
| oclc_num | 1242724135 |
| open_access_boolean | |
| owner | DE-1050 DE-2070s |
| owner_facet | DE-1050 DE-2070s |
| physical | 1 Online-Ressource (xii, 227 Seiten) |
| psigel | ZDB-30-PQE ZDB-30-PQE FHD01_PQE_Kauf |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | Wiley |
| record_format | marc |
| spelling | Kihn, Martin Verfasser aut Customer data platforms use people data to transform the future of marketing engagement Martin Kihn, Chris O'Hara Hoboken, New Jersey Wiley [2021] 1 Online-Ressource (xii, 227 Seiten) txt rdacontent c rdamedia cr rdacarrier Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross-Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer-Driven Thinker: Kevin Mannion A Business-User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer-Driven Thinker: David Raab -- Summary: What Is a CDP? -- CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence Customer-Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First-Party Data Asset with Consent -- Privacy-First Is Customer-Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try The Customer Data Problem -- CHAPTER 2 The Brief, Wondrous Life of Customer Data Management -- Customer Data on Cards and Tape? -- Direct Mail and Email: The Prototypes of Modern Marketing -- A Brief History of Customer Data Management -- Relational Databases -- The Rise of CRM and Marketing Automation -- Marketing Automation -- Improved User Interface (UI) -- The Multichannel Multiverse of the Thoroughly Modern Marketer -- The Growth of Digital -- Today's Landscape -- Today's Martech Frankenstack -- Customer-Driven Thinker: Scott Brinker O'Hara, Chris Verfasser aut Erscheint auch als Online-Ausgabe, ePDF 978-1-119-79013-6 Kihn, Martin Erscheint auch als Druck-Ausgabe, Hardcover 978-1-119-79011-2 |
| spellingShingle | Kihn, Martin O'Hara, Chris Customer data platforms use people data to transform the future of marketing engagement Cover -- Title Page -- Copyright -- Contents -- Introduction -- The Pizza Challenge -- The Perils of Personalization -- Rise of the Avoidant Customer -- The Disconnected Data Dilemma -- Customer Data Platform (CDP) -- Crossing The Customer Data Chasm -- CHAPTER 1 The Customer Data Conundrum -- Data Silos -- Known Data -- Customer Relationship Management (CRM) -- Customer Resolution -- Data Portability -- Unknown Data -- Cross-Device Identity Management (CDIM) -- Connecting the Known and Unknown -- Data Onboarding -- People Silos -- Customer-Driven Thinker: Kevin Mannion A Business-User Friendly UI -- A Platform Ecosystem -- The Future Is Here -- Customer-Driven Thinker: David Raab -- Summary: What Is a CDP? -- CHAPTER 4 Organizing Customer Data -- Munging Data in the Midwest -- Elements of a Data Pipeline -- Data Management Steps -- 1 Data Ingestion -- 2 Data Harmonization -- Using an Information Model -- 3 Identity Management -- Benefits of Identity Management -- Spectrum of Identity -- Identity Management in Practice -- 4 Segmentation -- The Importance of Attributes -- 5 Activation -- Getting It Done -- Different Spheres of Influence Customer-Driven Thinker: Brad Feinberg -- Summary: Organizing Customer Data -- CHAPTER 5 Build a First-Party Data Asset with Consent -- Privacy-First Is Customer-Driven -- Privacy Police: Browsers and Regulators -- Web Browsers and Standards Bodies -- Intelligent Tracking Prevention -- Enhanced Tracking Prevention and Brave -- Google's Chrome and AdID -- Government Regulators -- The Mistrustful Consumer -- How Can a Marketer Gain Trust? -- Attitudes Around the World -- The Privacy Paradox -- What Exactly Is the Privacy Paradox? -- How Do You Solve the Paradox? -- Four Privacy Tactics to Try |
| title | Customer data platforms use people data to transform the future of marketing engagement |
| title_auth | Customer data platforms use people data to transform the future of marketing engagement |
| title_exact_search | Customer data platforms use people data to transform the future of marketing engagement |
| title_exact_search_txtP | Customer data platforms use people data to transform the future of marketing engagement |
| title_full | Customer data platforms use people data to transform the future of marketing engagement Martin Kihn, Chris O'Hara |
| title_fullStr | Customer data platforms use people data to transform the future of marketing engagement Martin Kihn, Chris O'Hara |
| title_full_unstemmed | Customer data platforms use people data to transform the future of marketing engagement Martin Kihn, Chris O'Hara |
| title_short | Customer data platforms |
| title_sort | customer data platforms use people data to transform the future of marketing engagement |
| title_sub | use people data to transform the future of marketing engagement |
| work_keys_str_mv | AT kihnmartin customerdataplatformsusepeopledatatotransformthefutureofmarketingengagement AT oharachris customerdataplatformsusepeopledatatotransformthefutureofmarketingengagement |