Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

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.

Book Details

• Authors: Tom Chavez, Chris O'Hara, Vivek Vaidya
• Publisher: McGraw-Hill
• eBook ISBN: 9781260441543, 1260441547
• Print ISBN: 9781260441536, 1260441539