E-Book Overview
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.
E-Book Content
PRAISE FOR DATA DRIVEN 1 2 3 4 5 6 Marketers today face huge disruption driven by new paths to purchase and an explosion of new technologies. This requires an entirely new playbook for harnessing the power of data and AI to create more relevant, engaging connections with consumers. Data Driven is a must-read guide for any marketing professional confronting this general challenge and seeking to drive top-line revenue for brands. 7 8 9 10 11 12 —Deanie Eisner, President, Kellogg Company 13 14 In today’s digital, data-driven world, marketers have the opportunity to actually know what their customers like, what they hate, and where they’re headed—provided they are up to speed on the practical tools and helpful rules of thumb that Tom, Chris, and Vivek share in this book. Data Driven is an indispensable workbook for any marketing practitioner seeking to conquer these new possibilities. 15 16 17 18 19 —Geoffrey Moore, Venture Partner, 20 Mohr Davidow Ventures and Wildcat Venture Partners, 21 and bestselling author of Crossing the Chasm 22 23 If you work in a business that depends on digital interaction with consumers, much of what you thought you knew has been upended in the last 10 years. This book is one of the fastest ways to quickly learn what you need to know to succeed, with real-world examples and frameworks you can use to effectively engage your audiences. 24 —Alysia Borsia, CMO and Chief Data Officer, Meredith Corporation 29 25 26 27 28 30 00_Chavez.indd 1 8/22/18 1:40 PM Data and AI are revolutionizing marketing, and Tom, Chris, and Vivek are among the pioneers driving this tectonic shift. This book is a terrific guide, full of u