Título: Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
Autor: Tom Chavez, Chris O'Hara, Vivek Vaidya
Sinopse: 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.
Contexto da obra
Quando a classificação é mais ampla, o contexto do livro costuma depender ainda mais de autoria, tema e edição. “Data Driven: Harnessing Data and AI to Reinvent Customer Engagement”, de Tom Chavez, Chris O'Hara, Vivek Vaidya, publicado pela editora McGraw-Hill Education, em 2018 e com 256 páginas, integra a categoria Livros Variados. Por isso, autoria, edição e tema acabam tendo ainda mais peso na forma de apresentar o livro.
Editora: McGraw-Hill Education
Páginas: 256
Ano: 2018
Edição: 1
Linguagem: pt_BR
ISBN: 9781260441536
ISBN13: 9781260441536
Sobre a editora
Os livros da editora McGraw-Hill Education oferecem uma experiência de leitura focada em conteúdos práticos e aplicados, com forte presença de obras técnicas e acadêmicas que abrangem desde engenharia e matemática até marketing e desenvolvimento pessoal. As sinopses sugerem um equilíbrio entre textos densos, que exploram fundamentos científicos e tecnológicos, e materiais didáticos com linguagem clara e acessível, voltados para estudantes e profissionais que buscam domínio conceitual e aplicabilidade. O catálogo privilegia abordagens estruturadas, muitas vezes com exercícios, estudos de caso e exemplos reais, o que cria um ritmo de aprendizado orientado para a prática e a assimilação gradual de conceitos complexos.
