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Data Driven: Harnessing Data and AI to Reinvent Customer Engagement 1st Edition, Kindle Edition
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.
- ISBN-13978-1260441536
- Edition1st
- PublisherMcGraw Hill
- Publication dateOctober 5, 2018
- LanguageEnglish
- File size7335 KB
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Editorial Reviews
From the Publisher
Tom Chavez is the founder and CEO of Superset Inc., a venture studio that founds, funds, and builds technology companies. A serial tech entrepreneur who has spent the last 20 years developing new technologies for data, analytics, and AI, he was CEO and cofounder of Krux, the data management platform acquired by Salesforce in 2016, which is now the technical backbone of Salesforce Marketing Cloud. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University and an AB in Computer Science and Philosophy from Harvard University.
Chris O’Hara’s monthly “Managing the Data” AdExchanger column and annual Econsultancy whitepapers on programmatic media, data management, mobile advertising, and media management are widely read throughout the ad technology, media, and agency industries. Chris joined Krux to build and lead its marketer data practice. He now oversees global product marketing for Salesforce DMP and Data Studio.
Vivek Vaidya is a serial tech entrepreneur who has spent the last 25 years building industry-leading technologies in enterprise software, data management, analytics, and machine learning/AI. In his most recent role as CTO of Salesforce Marketing Cloud, he led and managed the engineering teams for all Salesforce Marketing Cloud products. Vivek joined Salesforce in 2016 through the acquisition of Krux, of which he was cofounder and CTO. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. He holds an MS in Computer Science from the University of Denver and an MS in Mathematics and Computer Applications from the Indian Institute of Technology, Delhi.
Visit salesforce.com
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From the Back Cover
“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.”—Geoffrey Moore, Venture Partner, Mohr Davidow Ventures and Wildcat Venture Partners, and bestselling author of Crossing the Chasm
“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.” —Alysia Borsia, CMO and Chief Data Officer, Meredith Corporation
“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 unique insights for marketing and business professionals, and anyone else interested in how data is fundamentally transforming our world.”—Jonathan Levin, Philip H. Knight Professor and Dean of Stanford Graduate School of Business
“There has never been a more bewildering—or exciting—time to be a brand, and Chavez, O’Hara, and Vaidya are the smartest guides we’ve got. Whether you’re a hard-headed marketer or just a curious soul, Data Driven shows you what makes modern data-driven brands succeed.”—Martin Kihn, VP Research, Gartner, Inc., and author of House of Lies
“Data offers explosive competitive possibilities across every business sector, which is why investors are spending so much time wrapping their heads around it. Data Driven is an essential guidebook for anyone trying to separate hype from practical possibility, written by pioneers and experts who are ready to share what they know in terms the rest of us can quickly understand and apply. If you’re an investor or an executive seeking to navigate new data-driven opportunities, this is a must-read.” —Nino Marakovic, CEO and Managing Director, Sapphire Ventures
“If you're like many businesspeople, you’re likely bumping into data-related topics at work, but having a hard time parsing all the jargon. Data Driven is the fastest way to pierce through all the buzzwords and understand what data can practically do for your company and your career.” —Greg Schott, CEO, MuleSoft, A Salesforce Company “It’s rare to have a chance to learn about a field from someone who combines the intellectual rigor of an academic, the ease of a good storyteller, the vision of an industry-changing entrepreneur, and the straightforward pragmatism of a company-building CEO. It is especially rare to learn about a subject as important, pervasive, and potentially confusing as data, particularly today. Tom, Chris, and Vivek bring all their considerable experience to deliver on that promise.—Alex Rosen, Managing Director, Ridge Ventures
“There are very few resources out there that can truly help newcomers and seasoned marketers alike make sense of the data-marketing landscape and hone their skills. This book does just that and is very much-needed. Praise to the authors who managed to demystify fairly complex topics in such a compelling and engaging way—no small feat!”—Vincent Balusseau, MBA, PhD, Associate Professor of Marketing, Audencia Business School
About the Author
Tom Chavez is the founder and CEO of Superset Inc., a venture studio that founds, funds, and builds technology companies. A serial tech entrepreneur who has spent the last 20 years developing new technologies for data, analytics, and AI, he was CEO and cofounder of Krux, the data management platform acquired by Salesforce in 2016, which is now the technical backbone of Salesforce Marketing Cloud. He holds a PhD in Engineering-Economic Systems and Operations Research from Stanford University and an AB in Computer Science and Philosophy from Harvard University.
Chris O’Hara’s monthly “Managing the Data” AdExchanger column and annual Econsultancy whitepapers on programmatic media, data management, mobile advertising, and media management are widely read throughout the ad technology, media, and agency industries. Chris joined Krux to build and lead its marketer data practice. He now oversees global product marketing for Salesforce DMP and Data Studio.
Vivek Vaidya is a serial tech entrepreneur who has spent the last 25 years building industry-leading technologies in enterprise software, data management, analytics, and machine learning/AI. In his most recent role as CTO of Salesforce Marketing Cloud, he led and managed the engineering teams for all Salesforce Marketing Cloud products. Vivek joined Salesforce in 2016 through the acquisition of Krux, of which he was cofounder and CTO. He has extensive expertise in algorithms, data mining, machine learning technologies, computer networking, distributed systems, and enterprise web application architectures. He holds an MS in Computer Science from the University of Denver and an MS in Mathematics and Computer Applications from the Indian Institute of Technology, Delhi.
Visit salesforce.com
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Product details
- ASIN : B07GFV6SJ6
- Publisher : McGraw Hill; 1st edition (October 5, 2018)
- Publication date : October 5, 2018
- Language : English
- File size : 7335 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 257 pages
- Page numbers source ISBN : 1260441539
- Best Sellers Rank: #519,860 in Kindle Store (See Top 100 in Kindle Store)
- #58 in Multilevel Marketing (Kindle Store)
- #127 in Customer Relations (Kindle Store)
- #192 in Multilevel Marketing (Books)
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The authors do a good job advocating for transparency in data collection and opening a dialog with your customers about what you are doing with their information. Instilling this trust is going to be absolutely foundational to the future of digital marketing and the authors address this throughout the book.
With that said, the book on the whole had numerous insights for marketers of any stripe. Whether targeting ads, developing personas, or building a marketing stack, these veteran marketers have demystified much of the process. As a marketer myself, I can tell immediately that these author/practitioners know their stuff.
Highly recommended.
Data Driven will be required reading for all Chief Data/Digital/Privacy/Marketing officers, and anyone who reports to them, because the authors blazed trails with pioneering companies and somehow obtained permission to open the kimono and share it all - the good, the bad, and the ugly. Now early adopters and early majority can follow their blueprint and learn from the successes and failures of others. As William Gibson wrote, "the future is already here - it's just not very evenly distributed." Astute readers can engage in their own arbitrage: for the price of a book, they can implement lessons in their own organizations learned at great expense elsewhere.
I was also struck by how much this book has to offer to a much broader audience: the online customer being engaged. Data Driven is equally illuminating to the customer (all of us) about what is really going on behind the scenes. The authors are expert architects of the systems that (ideally) serve the right content to us at the right time, but they are also consumers who share layperson concerns about online privacy and autonomy. The authors are self-aware about how they have engineered solutions within a deeply flawed framework governing the collection and disposition of personal data. For example, they are not happy about how easily companies use their data management platform, and its pipelines, to re-identify customers from various de-identified sources. Their most ambitious chapter, the last, makes bold predictions based on the trends and needs the authors have identified. And the last prediction is the boldest: that we will soon control our own data, and sell it ourselves to companies with offers that appeal to us. The ultimate act of disintermediation: flipping the funnel and marketing ourselves to companies. Apparently, blockchain technology will make this possible.
And on that hopeful note, Data Driven wraps up and we learn that two of the authors have launched a Venture Studio in which they will found, fund, and launch companies to pursue the opportunities they see ahead. That's called putting your money where your mouth is. Now I'd like them to democratize the process: how about letting your readers invest alongside you? After reading this book, I'm ready to bet on its insights.
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Para todas aquellas personas que se adentran en el mundo Madtech