Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement - Tapa dura

Acerca del autor

MARTIN KIHN is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he spent 5 years as a leading Gartner analyst covering marketing, advertising, and data.

CHRIS O'HARA is Vice President, Global Product Marketing at Salesforce for the Data & Identity Group, covering all things data-driven marketing and customer experience.

De la contraportada

Recent surveys have shown that 80% or more of today's customers not only tolerate, but actually expect some level of customization as they interact with brands. It's all built on a foundation of customer data. Marketers are employing an unbelievable number of tech tools and systems — easily in the hundreds for most of us — in an attempt to capture, unify, and leverage data. The result is a mess of disconnected information, siloed systems, outdated processes, and general confusion.

What if all this data were in one place? And what if that place were a tech solution that could help us make sense of the data and use it to create the brand experience our customers demand?

Customer Data Platforms are emerging as the single-system answer to our marketing data prayers. This new and poorly understood technology category deserves an in-depth analysis, which is exactly what Customer Data Platforms provides. Written by two Salesforce luminaries, this book covers the what, the why, and the how of CDPs, for a one-stop guide that customer-driven companies can use to create success with customer data.

Whenever we talk about data, privacy is not far behind. Privacy is a growing concern among consumers of all segments. An explosion of privacy-first behavior has made it increasingly difficult for companies to actually capture the data they need to meet customers' expectations. This book shows readers how to resolve this "Privacy Paradox," setting up CDPs that can capture and manage data without sacrificing customer trust.

By the end of Customer Data Platforms, marketers will be armed with 10 action steps to build and manage an enterprise-level CDP, and use it to engage customers, win business, and move forward in the world of customer-driven marketing.

De la solapa interior

Recent surveys have shown that 80% or more of today's customers not only tolerate, but actually expect some level of customization as they interact with brands. It's all built on a foundation of customer data. Marketers are employing an unbelievable number of tech tools and systems -- easily in the hundreds for most of us -- in an attempt to capture, unify, and leverage data. The result is a mess of disconnected information, siloed systems, outdated processes, and general confusion.

What if all this data were in one place? And what if that place were a tech solution that could help us make sense of the data and use it to create the brand experience our customers demand?

Customer Data Platforms are emerging as the single-system answer to our marketing data prayers. This new and poorly understood technology category deserves an in-depth analysis, which is exactly what Customer Data Platforms provides. Written by two Salesforce luminaries, this book covers the what, the why, and the how of CDPs, for a one-stop guide that customer-driven companies can use to create success with customer data.

Whenever we talk about data, privacy is not far behind. Privacy is a growing concern among consumers of all segments. An explosion of privacy-first behavior has made it increasingly difficult for companies to actually capture the data they need to meet customers' expectations. This book shows readers how to resolve this "Privacy Paradox," setting up CDPs that can capture and manage data without sacrificing customer trust.

By the end of Customer Data Platforms, marketers will be armed with 10 action steps to build and manage an enterprise-level CDP, and use it to engage customers, win business, and move forward in the world of customer-driven marketing.