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Data driven : harnessing data and AI to reinvent customer engagement af Tom Chavez (Bog)
230,00 kr.
Forfatter: Tom Chavez
Sprog: Engelsk
Antal sider: 230
Forlag: McGraw-Hill Education
Udgivelsesår: 2018
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
Titel: Data driven : harnessing data and AI to reinvent customer engagement
Forfattere: Tom Chavez,Chris O'Hara,Vivek Vaidya
Udgave: 1. udgave
Sammendrag: Bogen “Data Driven – Harnessing Data and AI to Reinvent Customer Engagement” gennemgår, hvordan virksomheder kan bruge data, cloud-teknologi, sociale medier, IoT og kunstig intelligens til at forny deres marketing og kundedialog. Forfatterne viser trin for trin, hvordan man opbygger en data‑drevet marketingplatform, der samler data fra mange kilder, skaber 360‑graders kundeprofiler og aktiverer dem i relevante kanaler som web, apps, e‑mail og annoncering. Der gives eksempler på segmentering, predictive analytics, personalisering i realtid og måling af kunderejser. Bogen diskuterer også organisation, processer, etik og governance omkring brug af kundedata, så marketingteams kan arbejde mere effektivt og skabe bedre kundeoplevelser på tværs af touchpoints.
Type: Hardcover
Sprog: Engelsk
Antal sider: 230
Forlag: McGraw-Hill Education
Udgivelsesår: 2018
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
Titel: Data driven : harnessing data and AI to reinvent customer engagement
Forfattere: Tom Chavez,Chris O'Hara,Vivek Vaidya
Udgave: 1. udgave
Sammendrag: Bogen “Data Driven – Harnessing Data and AI to Reinvent Customer Engagement” gennemgår, hvordan virksomheder kan bruge data, cloud-teknologi, sociale medier, IoT og kunstig intelligens til at forny deres marketing og kundedialog. Forfatterne viser trin for trin, hvordan man opbygger en data‑drevet marketingplatform, der samler data fra mange kilder, skaber 360‑graders kundeprofiler og aktiverer dem i relevante kanaler som web, apps, e‑mail og annoncering. Der gives eksempler på segmentering, predictive analytics, personalisering i realtid og måling af kunderejser. Bogen diskuterer også organisation, processer, etik og governance omkring brug af kundedata, så marketingteams kan arbejde mere effektivt og skabe bedre kundeoplevelser på tværs af touchpoints.
Type: Hardcover
Forfatter:
Tom Chavez
Genre:
Stand:
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