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Sinopsis
Axiom Business Book Award Silver Medalist in Business Technology
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. Sure to be a classic, Data Driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.
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Acerca del autor
Tom Chavez is a serial tech entrepreneur who has spent the last 20 years developing new technologies for data, analytics, and AI. He was CEO and cofounder of Krux, the data management platform acquired by Salesforce in 2016. Now known as Salesforce DMP, it is the technical backbone of Salesforce Marketing Cloud. Tom and his team pioneered data strategies and technologies used by market leaders such as L’Oréal, Georgia Pacific, Adidas, Barclay’s, TicketMaster/LiveNation, and Time Warner. Tom also worked as General Manager in Microsoft’s Advertiser and Publisher Solutions (APS) group. Prior to that, he founded Rapt, Inc., and served as its CEO from 1999 to 2007, when it was acquired by Microsoft. He has published technical research on AI, probabilistic reasoning, and decision analysis in journals of the IEEE and the Association for Uncertainty in Artificial Intelligence. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University, where he was a NASA doctoral fellow, and an AB in Computer Science and Philosophy from Harvard University.
Chris O’Hara is one of the world’s most widely published writers on digital marketing. His monthly “Managing the Data” AdExchanger column and annual Econsultancy whitepapers on programmatic media, data management, mobile advertising, and media management are widely read throughout the ad technology, media, and agency industries. Chris joined Krux to build and lead its marketer data practice, bringing on world-class brands such as JetBlue, L’Oréal, Heineken, Anheuser Busch In-Bev, Keurig, Priceline, Duracell, Campbell Soup Company, and Georgia Pacific, among others. Chris now oversees global product marketing for Salesforce DMP and Data Studio.
Vivek Vaidya is the CTO of Salesforce Marketing Cloud. Vivek cofounded Krux and served as its CTO. Before that, he was CTO of Rapt, Inc., which was acquired by Microsoft. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. Vivek also worked at Imparto Software Corp., where he was responsible for the design and development of its web marketing automation software suite. Before Imparto, he was a founding member of the engineering team at Parsec Technologies, one of the first companies to develop and market Interactive Voice Response systems in India. He has been developing software for over 20 years, mostly in early to mid-stage startups. He holds an MS in Computer Science from the University of Denver and an MS in Mathematics and Computer Applications from the Indian Institute of Technology.
De la contraportada
“Marketers today face huge disruption driven by new paths to purchase and an explosion of new technologies. This requires an entirely new playbook for harnessing the power of data and AI to create more relevant, engaging connections with consumers. Data Driven is a must-read guide for any marketing professional confronting this general challenge and seeking to drive top-line revenue for brands.”
—Deanie Elsner, President, Kellogg Company
“In today’s digital, data-driven world, marketers have the opportunity to actually know what their customers like, what they hate, and where they’re headed—provided they are up to speed on the practical tools and helpful rules of thumb that Tom, Chris, and Vivek share in this book. Data Driven is an indispensable workbook for any marketing practitioner seeking to conquer these new possibilities.”
—Geoffrey Moore, Venture Partner, Mohr Davidow Ventures and Wildcat Venture Partners, and bestselling author of Crossing the Chasm
“If you work in a business that depends on digital interaction with consumers, much of what you thought you knew has been upended in the last 10 years. This book is one of the fastest ways to quickly learn what you need to know to succeed, with real-world examples and frameworks you can use to effectively engage your audiences.”
—Alysia Borsia, CMO and Chief Data Officer, Meredith Corporation
“Data and AI are revolutionizing marketing, and Tom, Chris, and Vivek are among the pioneers driving this tectonic shift. This book is a terrific guide, full of unique insights for marketing and business professionals, and anyone else interested in how data is fundamentally transforming our world.”
—Jonathan Levin, Philip H. Knight Professor and Dean of Stanford Graduate School of Business
“There has never been a more bewildering—or exciting—time to be a brand, and Chavez, O’Hara, and Vaidya are the smartest guides we’ve got. Whether you’re a hard-headed marketer or just a curious soul, Data Driven shows you what makes modern data-driven brands succeed.”
—Martin Kihn, VP Research, Gartner, Inc., and author of House of Lies
“Data offers explosive competitive possibilities across every business sector, which is why investors are spending so much time wrapping their heads around it. Data Driven is an essential guidebook for anyone trying to separate hype from practical possibility, written by pioneers and experts who are ready to share what they know in terms the rest of us can quickly understand and apply. If you’re an investor or an executive seeking to navigate new data-driven opportunities, this is a must-read.”
—Nino Marakovic, CEO and Managing Director, Sapphire Ventures
“If you're like many businesspeople, you’re likely bumping into data-related topics at work, but having a hard time parsing all the jargon. Data Driven is the fastest way to pierce through all the buzzwords and understand what data can practically do for your company and your career.”
—Greg Schott, CEO, MuleSoft, A Salesforce Company
“It’s rare to have a chance to learn about a field from someone who combines the intellectual rigor of an academic, the ease of a good storyteller, the vision of an industry-changing entrepreneur, and the straightforward pragmatism of a company-building CEO. It is especially rare to learn about a subject as important, pervasive, and potentially confusing as data, particularly today. Tom, Chris, and Vivek bring all their considerable experience to deliver on that promise.
—Alex Rosen, Managing Director, Ridge Ventures
“There are very few resources out there that can truly help newcomers and seasoned marketers alike make sense of the data-marketing landscape and hone their skills. This book does just that and is very much-needed. Praise to the authors who managed to demystify fairly complex topics in such a compelling and engaging way—no small feat!”
—Vincent Balusseau, MBA, PhD, Associate Professor of Marketing, Audencia Business School
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