Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
暫譯: 數據驅動：利用數據與AI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)

不可或缺的數據驅動行銷指南，來自於支援 Salesforce 的數據管理平台團隊——全球第一的客戶關係管理 (CRM) 公司。

行銷實踐正在發生劇變。數位科技、社交媒體和電子商務徹底改變了消費者獲取資訊、訂購產品和購買服務的方式。利用最新技術——雲端、行動、社交、物聯網 (IoT) 和人工智慧 (AI)——我們擁有比以往更多的關於消費者及其需求、想要和偏好的數據。《Data Driven》將向您展示如何：

● 以前所未有的準確性和成功率鎖定並取悅您的客戶
● 讓客戶更接近您的品牌，並激勵他們參與、購買並保持忠誠
● 從各種來源捕捉、組織和分析數據，並在每個渠道上啟用這些數據
● 創建一個可以為任何受眾量身定制的數據驅動行銷策略
● 以高度個性化的互動服務個別消費者
● 提供更好的客戶服務，以獲得最佳的客戶體驗
● 改進您的產品並優化您的操作系統
● 利用 AI 和 IoT 預測市場的未來走向

您將發現建立成功數據策略的三個原則和五個數據驅動力量的來源。您將看到頂尖公司如何將這些數據驅動策略付諸實行：Pandora 如何利用二手和三手數據來了解其聽眾；Georgia-Pacific 如何在數據領域從稀缺轉向豐富；以及 Dunkin’ Brands 如何利用 CRM 數據作為客戶參與的增強器。如果您想知道未來會如何發展，您將獲得七個預測，以更好地為未來可能發生的事情做好準備。

《Data Driven》必將成為經典，是通往現代行銷領域的實用路線圖，也是面對已經發生和即將到來的變化的成功工具包。

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