Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

by Tom Chavez, Chris O'Hara, Vivek Vaidya

Overview

Axiom Business Book Award Silver Medalist in Business TechnologyThe 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 worldA 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 marketsYou’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.

Product Details

ISBN-13:	9781260441543
Publisher:	McGraw Hill LLC
Publication date:	10/05/2018
Sold by:	Barnes & Noble
Format:	eBook
Pages:	272
File size:	2 MB

About the Author

Tom Chavez is the founder and CEO of Superset Inc., a venture studio that founds, funds, and builds technology companies. A serial tech entrepreneur who has spent the last 20 years developing new technologies for data, analytics, and AI, he was CEO and cofounder of Krux, the data management platform acquired by Salesforce in 2016, which is now the technical backbone of Salesforce Marketing Cloud. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University and an AB in Computer Science and Philosophy from Harvard University. Chris O’Hara’s monthly “Managing the Data” AdExchanger column and annual Econsultancy whitepapers on programmatic media, data management, mobile advertising, and media management are widely read throughout the ad technology, media, and agency industries. Chris joined Krux to build and lead its marketer data practice. He now oversees global product marketing for Salesforce DMP and Data Studio. Vivek Vaidya is the CTO of Salesforce Marketing Cloud. Vivek cofounded Krux and served as its CTO. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. He holds an MS in Computer Science from the University of Denver and an MS in Mathematics and Computer Applications from the Indian Institute of Technology.Visit salesforce.com

Table of Contents

Preface: Origins

Introduction: The Magic Coffee Maker

Chapter 1: The Emergence of People Data

Chapter 2: Three Core Principles for Building a Winning Data Strategy

Chapter 3: Data In, Data Out

Chapter 4: The Five Sources of Data-Driven Power

Chapter 5: Making It Real for Your Organization

Chapter 6: The New Basis of Competition: Know, Personalize, and Engage

Chapter 7: Seven Forecasts to Light Up Your Future Sensors

Acknowlegments

Notes

Index

Editorial Reviews

2019-04-11
A leading-edge but common-sense approach to data-driven marketing.

This excellent debut business book addresses the remarkable upheaval in marketing that's resulted from the rise of digital media and, more specifically, from data mining. Chavez, O'Hara, and Vaidya—who built a data-management company called Krux, which is now part of Salesforce—map the past progression of personalized, "people-centric marketing," set ground rules for the present, and peek into the future of the industry. The book presents an introductory overview of internet advertising, which lays the groundwork for a discussion of what the authors call "the datafication of everything." Their intelligent assessment of privacy concerns is timely and highly informative, but their book's primary strength is its pragmatic, levelheaded approach to applying data analysis to strategic goals. Substantive sections include identifying and describing sources of "data-driven power," such as segmentation (categorization to help reach the "right person") and personalization (to tailor and deliver the "right message"). Just as valuable are a discussion of "Five Common Pitfalls" that readers may face (including an "Absence of Clear Goals" and "Failure to Anticipate Risk") and an overview of the authors' "three-layer model" for data-driven marketing ("know, personalize, and engage"). Throughout, the authors highlight case studies to demonstrate how major marketers employ data to solve specific problems. One example shows how entertainment company Warner Bros. used ticket delivery and purchase information to better identify specific moviegoers; another highlights the manner in which Hershey—the candy, amusement-park, and retail company—met the challenge of cross-pollinating data across corporate divisions so it could be more effective at segmentation. The authors wrap up the book with a few forecasts regarding data-driven marketing; not surprisingly, artificial intelligence and the "Internet of Things" make appearances here, but one of the more intriguing prognostications may be an "all-in-one intelligent marketing hub." Although the book is very much about the future of marketing, it's not a visionary puff piece; rather, the authors share battle-tested examples of how their forward-thinking principles are being put into practice.

Persuasive, pertinent, and practical marketing advice.

Kirkus Reviews