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...
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| Hauptverfasser: | , |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2021]
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| Online-Zugang: | FHD01 HWR01 |
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Inhaltsangabe:
- 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