Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

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 salesforcethe #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 technologiescloud, 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 successBring customers closer to your brand and inspire them to engage, purchase, and remain loyalCapture, organize, and analyze data from every source and activate it across every channelCreate a data-powered marketing strategy that can be customized for any audienceServe individual consumers with highly personalized interactionsDeliver better customer service for the best customer experienceImprove your products and optimize your operating systemsUse AI and IoT to predict the future direction of markets
Youll discover the three principles for building a successful data strategy and the five sources of data-driven power. Youll 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 youre wondering what the future holds, youll 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.