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" Data driven : "
Tom Chavez, Chris O'Hara, Vivek Vaidya.
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BL
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| Record Number
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843310
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| Main Entry
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Chavez, Tom
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| Title & Author
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Data driven : : harnessing data and AI to reinvent customer engagement /\ Tom Chavez, Chris O'Hara, Vivek Vaidya.
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| Edition Statement
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1 Edition.
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| Publication Statement
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New York :: McGraw-Hill Education,, [2019]
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| Page. NO
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xx, 230 pages ;; 24 cm
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| ISBN
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1260441539
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: 9781260441536
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9781260441543
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Includes bibliographical references.
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| Contents
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Origins -- The magic coffee maker -- The emergence of people data -- Three core principles for building a winning data strategy -- Data in, data out -- The five sources of data-driven power -- Making it real for your organization -- The new basis of competition : know, personalize, and engage -- Seven forecasts to light up your future sensors.
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| Abstract
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"The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce--the #1 customer relationship management (CRM) company in the world. A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies--cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI)--we have more data about consumers and their needs, wants, and affinities than ever before. Data Driven will show you how to: Target and delight your customers with unprecedented accuracy and success; Bring customers closer to your brand and inspire them to engage, purchase, and remain loyal; Capture, organize, and analyze data from every source and activate it across every channel; Create a data-powered marketing strategy that can be customized for any audience; Serve individual consumers with highly personalized interactions; Deliver better customer service for the best customer experience; Improve your products and optimize your operating systems; Use AI and IoT to predict the future direction of markets. You'll discover the three principles for building a successful data strategy and the five sources of data-driven power. You'll see how top companies put these data-driven strategies into action: how Pandora used second- and third-hand data to learn more about its listeners; how Georgia-Pacific moved from scarcity to abundance in the data sphere; and how Dunkin' Brands leveraged CRM data as a force multiplier for customer engagement. And if you're wondering what the future holds, you'll receive seven forecasts to better prepare you for what may come next."--Book jacket.
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Artificial intelligence.
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Computer security.
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Consumer behavior.
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Artificial intelligence.
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BUSINESS ECONOMICS / Commerce.
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Computer security.
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Computersicherheit
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Consumer behavior.
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Künstliche Intelligenz
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Marketing
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Verbraucherverhalten
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| Dewey Classification
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658.8/12
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| LC Classification
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HF5415.32.C454 2019
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| Added Entry
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O'Hara, Chris
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Vaidya, Vivek
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