Data Driven: Harnessing Data and AI to Reinvent Customer Engagement (數據驅動：利用數據與人工智慧重塑客戶互動)

Tom Chavez, Chris O'Hara, Vivek Vaidya

Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

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商品描述


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.
 

商品描述(中文翻譯)

數據驅動行銷的不可或缺指南，由幫助推動全球領先的客戶關係管理（CRM）公司Salesforce的數據管理平台團隊所撰寫。

行銷實踐正在發生劇變。數位技術、社交媒體和電子商務徹底改變了消費者獲取資訊、訂購產品和購物服務的方式。利用最新的技術 - 雲端、行動、社交、物聯網（IoT）和人工智慧（AI），我們比以往任何時候都擁有更多關於消費者及其需求、渴望和興趣的數據。《數據驅動》將向您展示如何：

● 以前所未有的準確性和成功度來定位和滿足您的客戶
● 讓客戶更接近您的品牌，激勵他們參與、購買和保持忠誠
● 從每個來源捕獲、組織和分析數據，並在每個渠道上啟用它
● 創建一個可針對任何受眾定制的數據驅動行銷策略
● 通過高度個性化的互動服務個別消費者
● 提供更好的客戶服務，實現最佳的客戶體驗
● 改進產品並優化運營系統
● 使用AI和IoT預測市場的未來走向

您將了解建立成功數據策略的三個原則和數據驅動力的五個來源。您將看到頂尖公司如何將這些數據驅動策略付諸實踐：Pandora如何利用二手和三手數據更多地了解其聽眾；Georgia-Pacific如何從數據領域的匱乏轉向豐富；Dunkin' Brands如何將CRM數據作為客戶參與的增強力量。如果您想知道未來將會發生什麼，您將收到七個預測，以更好地為即將到來的變化做好準備。

《數據驅動》必將成為一本經典之作，它是現代行銷領域的實用路線圖，也是面對已經發生和即將發生的變革時成功的工具包。

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