Customer Data Platforms av Martin Kihn, Christopher B. O'Hara

239,-

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<p><b>Master the hottest technology around to drive marketing success</b> </p><p>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 marketing technology around today, but are they worthy of the hype? <i>Customer Data Platforms </i>takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. </p><p>Over the years, many of us have built byzantine ¿stacks¿ of various marketing and advertising technology in an attempt to deliver the fabled ¿right person, right message, right time¿ experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and