Data-Driven Customer Engagement: Mastering MarTech Strategies for Success

by Ralf Strauss

Overview

Embark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation.

Product Details

ISBN-13:	9783031642944
Publisher:	Springer Nature Switzerland
Publication date:	10/31/2024
Edition description:	2024
Pages:	332
Product dimensions:	6.10(w) x 9.25(h) x (d)

About the Author

Dr. Ralf E. Strauss, Managing Partner at Customer Excellence GmbH and MarketingTechLab GmbH, chairs the CMO Community and the Digital CMO Community. He served as President at the German Marketing Association (DMV) and now chairs the Board of the European Marketing Confederation (EMC). Formerly leading digital transformation at Volkswagen and holding key positions at SAP, including Global VP of CRM Marketing and CMO of SAP Germany & Central Europe, Dr. Strauss specializes in strategy, data-driven customer engagement and IT/digital. Author of "Digital Business Excellence" and the yearly Marketing Tech Monitor, he's a leading authority with over 80 publications, shaping modern marketing practices.

Table of Contents

MarTech ... The Via Dolorosa Into Data-Driven Customer Interaction.- The Strategic Imperative ... Providing the Groundwork.- Let the MarTech Music Play ... Development Phases of the MarTech Universe.- I Go Where True (Money) Love Goes - Budgets and Market Potentials in MarTech.- Data Readiness and Data Strategies ... Without Data, You Are Just Another Person With an Opinion.- Online Data Protection According to GDPR - Or: What Is Actually (Still) Allowed? (Dr. Simon Menke).- Measurement and KPI Optimization ... Oldie, But Goldie.- Pandora's AI Box - The AI Tsunami Is Rolling in.- CRM Meets Customer Experience - Moments of Truth for the Customer.- The New Media Imperative.- On the Way to Composability - The Changing Role of IT.- The Organisation Remains the Digital Construction Site.- Case Studies - Lessons Learned from Other Companies.- Steps Towards Marketing Tech Strategy and Implementation.

What People are Saying About This

From the Publisher

“The further path to data-driven marketing requires the permanent change of processes, structures, IT applications and competences ... what appears to be an effective means today may already be obsolete tomorrow. The Marketing Tech Monitor provides orientation for this in terms of content, quality, and conceptual depth.” (Michael Schuld (Chief Commercial & Marketing Officer, MediaMarktSaturn Retail Group))

“The State of MarTechMarTech and Ddata-driven mMarketing in D/A/CH ... Required reading for every marketing or digital/online marketing manager!” (Uli Klenke (Chief Brand Officer, Deutsche Telekom AG))
“Data protection requirements and changes to data-driven sales present similar challenges to established companies. The Marketing Tech Monitor offers a wide range of ideas and new opportunities to meet these challenges.” (Dr. Ina Offergeld (former Head of Sales IT, Volkswagen Group))

“The future belongs to Marketing Tech Monitor, which envisages and understands – - an absolute must-read for all marketing professionals.” (Tim Alexander (Global CMO, Deutsche Bank))

“We observe that consulting requirements for us as an agency group have changed in recent years;, comprehensive MarTechMarTech know-how has become a ‘"must’". The Marketing Tech Monitor is a great initiative to give all market participants a good understanding of the status quo as well as developments going forward.” (Daniela Tollert (Chief Growth Officer, GroupM Germany))

“Marketing tTech is also becoming more and more important at the top management level. The Marketing Tech Monitor has established itself as a true lighthouse in the sea of offers & and tools for Data Drivendata-driven Mmarketing and sSales ... an absolute ‘“Must Readmust read”’.” (Dr. Uwe Stuhldreier (Board Member Marketing & Sales, HUK24))

“Hardly any other topic has occupied the marketing discipline as much in recent years as the successful handling and use of data. While marketing processes are already being intelligently automated on a broad front in Silicon Valley or Singapore, the reality in German-speaking countries is often still rather analogue. The Marketing Tech Monitor not only helps to understand the status quo in D/A/CH, but also provides targeted recommendations for action to improve the use of MarTech in one'’s own company.” (Prof. Dr. Marcus Schögel (University of St. Gallen))

“Bridging the gap between future data-driven customer interaction and IT application scenarios, for example in the areas of CRM / customer experience, marketing automation, AI or even data science / marketing analytics. An annual North Star for orientation with a lot of depth and quality in the content.” (Robert Ader (Global CMO, Porsche))

“"Data and technology are the foundation in a digitalised world. If you want to reach people, you need MarTechMarTech. Automatisms and AI will ensure that mediocrity will exist for free in the future. However, only the combination of creativity and technology leads to excellence. So anyone who wants to not only reach people but also touch them will need both in the future: technology meeting creativity."” (Christian Rätsch (CEO, BBDO Group Germany))

“Artificial intelligence, data analytics and automation in customer interaction have long been on everyone’'s lips in marketing. The crucial thing is to act. The Marketing Tech Monitor provides good approaches for concrete operationalisation.” (Anja Stolz (Head of Marketing, R+V Insurances))

“The Marketing Tech Monitor is the annual highlight and standard work for every marketing decision-maker. No one can get around a technologically sound development plan anymore. Here, straight talk is given without embellishments and the complex topic is competently illuminated. The steadily growing MarTechMarTech community speaks for itself and the increasing relevance of the topic at all decision-making levels.” (Florian Poepleu (Head of Marketing D/A/CH, Philips))

“Bridging the gap between strategy, data and IT applications in marketing ... much needed.” (Adriana Nuneva (Chief Digital Officer, CWS International))

“Must-read for all developments in data-driven marketing ... with depth in content and cross-functional insights.” (Kai Schmidhuber (Managing Director, ALDI SÜD Germany))

“Marketing -– whether online or offline -– and accompanying IT applications are in a permanent mode of change. The permanent strategic imperative is ‘'change’'. The Marketing Tech Monitor is the beacon for the further development of one’'s own organisation and for further digitalisation.” (Dr. Thomas Schwetje (Member of the Executive Board, Head of Digital & Customer, Coop Switzerland))

“In building our overarching strategy for marketing, sales, service and digital, we took our cue from the Marketing Tech Monitor. There is nothing comparable in breadth and depth regarding current MarTechMarTech topics.” (Alexander Almerood (Senior Director Marketing & Sales, BionTech))