{"product_id":"customer-data-platforms-use-people-data-to-transform-the-future-of-marketing-engagement-9781119790112","title":"Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement","description":"\u003cp\u003e\u003cb\u003eMaster the hottest technology around to drive marketing success\u003c\/b\u003e \u003c\/p\u003e \u003cp\u003eMarketers 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? \u003ci\u003eCustomer Data Platforms \u003c\/i\u003etakes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. \u003c\/p\u003e \u003cp\u003eOver 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. \u003ci\u003eCustomer Data Platforms\u003c\/i\u003e breaks down the fundamentals, including how to: \u003c\/p\u003e \u003cul\u003e 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  Create a data-driven culture that puts customers at the center of everything you do  Understand how to use AI and machine learning to drive the future of personalization  Orchestrate modern customer journeys that react to customers in real-time  Power analytics with customer data to get closer to true attribution  \u003c\/ul\u003e \u003cp\u003eIn this book, you'll discover how to build 1:1 engagement that scales at the speed of today's customers. \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Wiley\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 12\/15\/2020\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781119790112\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 240\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.95lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.10h x 6.30w x 1.00d","brand":"Martin Kihn, Christopher B. O'Hara","offers":[{"title":"Default Title","offer_id":38607205892277,"sku":"9781119790112","price":21.25,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_193403ef-9c75-4b35-911f-b2576adcc0d5.jpg?v=1614088171","url":"https:\/\/pastforward.org\/products\/customer-data-platforms-use-people-data-to-transform-the-future-of-marketing-engagement-9781119790112","provider":"Past Forward","version":"1.0","type":"link"}