Overview

Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine ""stacks"" of various marketing and advertising technology in an attempt to deliver the fabled ""right person, right message, right time"" experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: understand the problems of managing customer data; understand what CDPs are and what they do (and don't do); organize and harmonize customer data for use in marketing; build a safe, compliant first-party data asset that your brand can use as fuel; and more.

Full Product Details

9798200566907

Table of Contents

Reviews

Author Information

Chris O'Hara is vice president of global product marketing at Salesforce for the Data & Identity Group, covering all things data-driven marketing and customer experience. Martin Kihn is senior vice president of market strategy for Salesforce, where he provides market guidance and product insights for the world's #1 Marketing Cloud. Before joining Salesforce, he led the data-driven marketing practice as research vice president at Gartner, focusing on marketing data integration and analytics. Lloyd James (a.k.a. Sean Pratt) has been a working professional actor in theater, film, television, and voice-overs for more than thirty years. He has narrated over one thousand audiobooks and won numerous Earphones Awards and nominations for the Audie Award and the Voice Arts Award. He holds a BFA degree in acting from Santa Fe University, New Mexico.

Tab Content 6

Countries Available