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• Title:Data driven : harnessing data and AI to reinvent customer engagement / Tom Chavez, Chris O'Hara, Vivek Vaidya.
  
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• Author/Creator:Chavez, Tom, author.
  
• Other Contributors/Collections:O'Hara, Chris, author.
  Vaidya, Vivek, author.
  
• Published/Created:New York : McGraw-Hill Education, [2019]
  

• Holdings

  Holdings Record Display

  • Location:DAVID LAM LIBRARY stacksWhere is this?
    
  • Call Number: HF5415.32 .C454 2019
    
  • Number of Items:1
    
  • Status:Available
    

   
• Library of Congress Subjects:Consumer behavior.
  Computer security.
  Artificial intelligence.
  
• Edition:1 Edition.
  
• Description:xx, 230 pages ; 24 cm
  
• Summary:"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.
  
• Notes:Includes bibliographical references.
  
• ISBN:9781260441536 (alk. paper)
  1260441539
  
• Contents:Machine generated contents note: ch. 1 Emergence Of People Data
  ch. 2 Three Core Principles For Building A Winning Data Strategy
  ch. 3 Data In, Data Out
  ch. 4 Five Sources Of Data-Driven Power
  ch. 5 Making It Real For Your Organization
  ch. 6 New Basis Of Competition: Know, Personalize, And Engage
  ch. 7 Seven Forecasts To Light Up Your Future Sensors.