Customer Data Platforms - Use People Data to Transform the Future of Marketing Engagement

Master the hottest technology around to drive marketing success
 
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? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization.
 
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 deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to:
* Understand the problems of managing customer data
* Understand what CDPs are and what they do (and don't do)
* Organize and harmonize customer data for use in marketing
* Build a safe, compliant first-party data asset that your brand can use as fuel
* Create a data-driven culture that puts customers at the center of everything you do
* Understand how to use AI and machine learning to drive the future of personalization
* Orchestrate modern customer journeys that react to customers in real-time
* Power analytics with customer data to get closer to true attribution
 
In this book, you'll discover how to build 1:1 engagement that scales at the speed of today's customers.

List of contents

Introduction 1
 
The Pizza Challenge 1
 
The Perils of Personalization 4
 
Rise of the Avoidant Customer 5
 
The Disconnected Data Dilemma 6
 
Crossing the Customer Data Chasm 7
 
Customer Data Platform (CDP) 8
 
Chapter 1 The Customer Data Conundrum 11
 
Data Silos 11
 
Known Data 14
 
Customer Relationship Management (CRM) 15
 
Customer Resolution 15
 
Data Portability 16
 
Unknown Data 16
 
Cross-Device Identity Management (CDIM) 19
 
Connecting the Known and Unknown 20
 
Data Onboarding 21
 
People Silos 22
 
Customer-Driven Thinker: Kevin Mannion 24
 
Summary: The Customer Data Problem 26
 
Chapter 2 The Brief, Wondrous Life of Customer Data Management 29
 
Customer Data on Cards and Tape? 29
 
Direct Mail and Email: The Prototypes of Modern Marketing 31
 
A Brief History of Customer Data Management 32
 
Relational Databases 34
 
The Rise of CRM and Marketing Automation 35
 
Marketing Automation 36
 
Improved User Interface (UI) 37
 
The Multichannel Multiverse of the Thoroughly Modern Marketer 38
 
The Growth of Digital 38
 
Today's Landscape 40
 
Today's Martech Frankenstack 41
 
Customer-Driven Thinker: Scott Brinker 43
 
Summary: The Brief, Wondrous Life of Customer Data Management 44
 
Chapter 3 What is a CDP, Anyway? 47
 
Rise of the Customer Data Platform 47
 
What Marketers Really Want from the CDP 51
 
The Great RFP Adventure 52
 
"We Want a Platform, Not a Product" 53
 
Building a Platform Solution 54
 
CDP Capabilities 54
 
Data Collection 54
 
Data Management 55
 
Profile Unification 56
 
Segmentation and Activation 56
 
Insights/AI 57
 
The Two (Actually Three) Types of CDPs 58
 
A System of Insights 58
 
System of Engagement 60
 
The Third Type: Enterprise Holistic CDP 62
 
Known and Unknown (CDMP) Data Must Be Unified 62
 
A Business-User Friendly UI 62
 
A Platform Ecosystem 63
 
The Future is Here 64
 
Customer-Driven Thinker: David Raab 65
 
Summary: What is a CDP? 66
 
Chapter 4 Organizing Customer Data 69
 
Munging Data in the Midwest 69
 
Elements of a Data Pipeline 71
 
Data Management Steps 72
 
1 Data Ingestion 72
 
2 Data Harmonization 74
 
Using an Information Model 75
 
3 Identity Management 76
 
Benefits of Identity Management 77
 
Spectrum of Identity 78
 
Identity Management in Practice 79
 
4 Segmentation 79
 
The Importance of Attributes 82
 
5 Activation 83
 
Getting It Done 84
 
Different Spheres of Influence 84
 
Customer-Driven Thinker: Brad Feinberg 86
 
Summary: Organizing Customer Data 88
 
Chapter 5 Build a First-Party Data Asset with Consent 91
 
Privacy-First is Customer-Driven 91
 
Privacy Police: Browsers and Regulators 93
 
Web Browsers and Standards Bodies 93
 
Intelligent Tracking Prevention 94
 
Enhanced Tracking Prevention and Brave 94
 
Google's Chrome and AdID 94
 
Government Regulators 95
 
The Mistrustful Consumer 96
 
How Can a Marketer Gain Trust? 98
 
Attitudes Around the World 99
 
The Privacy Paradox 100
 
What Exactly is the Privacy Paradox? 101
 
How Do You Solve the Paradox? 101
 
Four Privacy Tactics to Try 102<

About the author

MARTIN KIHN is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he spent 5 years as a leading Gartner analyst covering marketing, advertising, and data. CHRIS O'HARA is Vice President, Global Product Marketing at Salesforce for the Data & Identity Group, covering all things data-driven marketing and customer experience.

Summary

Master the hottest technology around to drive marketing success

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? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization.

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 deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to:
* Understand the problems of managing customer data
* Understand what CDPs are and what they do (and don't do)
* Organize and harmonize customer data for use in marketing
* Build a safe, compliant first-party data asset that your brand can use as fuel
* Create a data-driven culture that puts customers at the center of everything you do
* Understand how to use AI and machine learning to drive the future of personalization
* Orchestrate modern customer journeys that react to customers in real-time
* Power analytics with customer data to get closer to true attribution

In this book, you'll discover how to build 1:1 engagement that scales at the speed of today's customers.

Product details

• Authors: Marti Kihn, Martin Kihn, Martin O''hara Kihn, Kihn Martin, Christopher B O'Hara, Christopher B. O'Hara, O'Hara Christopher B.
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.12.2020
• EAN: 9781119790112
• ISBN: 978-1-119-79011-2
• No. of pages: 240
• Subjects: Social sciences, law, business > Business > Management; Business & management, Sales and marketing, Wirtschaft u. Management, Unternehmenstechnologie, Business Technology