Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

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Overview



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.

Product Details

ISBN-13: 9781260441536
Publisher: McGraw-Hill Professional Publishing
Publication date: 10/04/2018
Pages: 256
Sales rank: 651,873
Product dimensions: 5.90(w) x 9.10(h) x 1.20(d)

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 a serial tech entrepreneur who has spent the last 25 years building industry-leading technologies in enterprise software, data management, analytics, and machine learning/AI. In his most recent role as CTO of Salesforce Marketing Cloud, he led and managed the engineering teams for all Salesforce Marketing Cloud products. Vivek joined Salesforce in 2016 through the acquisition of Krux, of which he was cofounder and 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, Delhi.


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

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Data Driven: Harnessing Data and AI to Reinvent Customer Engagement 5 out of 5 based on 0 ratings. 1 reviews.
ReadersFavorite 3 months ago
Reviewed by Divine Zape for Readers' Favorite Data Driven: Harnessing Data and AI to Reinvent Customer Engagement by Tom Chavez, Chris O'Hara, and Vivek Vaidya is a business book that every company or organization that engages customers digitally should have. Data is key in identifying and maximizing business opportunities, building a strong customer base and enhancing customer experience with data-driven insights. The authors of this book state that: “We’re living in an increasingly connected world, and digital experiences… are the mechanism by which a brand engages with people. What differentiates this new normal from what came before is the two-way nature of the interaction.” In this book, they offer tools for data processing and tips on how to use the latest technologies―cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI)―to engage customers, efficiently interact with them, drive sales, and keep customers loyal. The authors of this book offer readers years of experience working with data and unearth gold mines that will revolutionize the way business owners use data to make decisions, connect with customers, and create their brand. From processing to analyzing and refining data, they offer useful tips that make a huge difference. The writing is packed with exciting information and proven paths that have been behind the success of numerous online business models. Data Driven: Harnessing Data and AI to Reinvent Customer Engagement offers the essentials that readers, business owners, and organizations need to drive customer engagement, make winning decisions, and scale their businesses. Written in a professional tone and in language that is widely accessible, this book is an indispensable tool to transform any business.