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

by Martin Kihn and Christopher B O'Hara

Book Overview

Master the hottest technology around to drive marketing success

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...

• Format: Hardcover
• Language: English
• ISBN: 1119790115
• ISBN13: 9781119790112
• Release Date: December 2020
• Publisher: Wiley
• Length: 240 Pages
• Weight: 1.00 lbs.
• Dimensions: 1.0" x 6.3" x 9.1"