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Data driven : harnessing data and AI to reinvent customer engagement / Tom Chavez, Chris O'Hara, Vivek Vaidya.

by Chavez, Tom, author.

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New York : McGraw-Hill Education, [2019]

Consumer behavior.

Computer security.

Artificial intelligence.

9781260441536 (hardcover ; alk. paper) :

1260441539 (hardcover ; alk. paper) :

xx, 230 pages ; 24 cm

Origins -- The magic coffee maker -- The emergence of people data -- Three core principles for building a winning data strategy -- Data in, data out -- The five sources of data-driven power -- Making it real for your organization -- The new basis of competition : know, personalize, and engage -- Seven forecasts to light up your future sensors.

"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."--Book jacket.

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