000 01466cam a22003258i 4500
001 on1221016304
003 OCoLC
005 20210727101909.0
007 ta
008 210524s2021 njua 001 0 eng
010 _a 2020051127
020 _a9781119790112
020 _a1119790115
035 _a(OCoLC)1221016304
_z(OCoLC)1198018382
050 _aHF5415.125
_b.K54 2021
100 1 _9816416
_aKihn, Martin.
245 1 0 _aCustomer data platforms :
_buse people data to transform the future of marketing engagement /
_cMartin Kihn, Chris O'Hara.
260 _aHoboken, N.J. :
_bWiley,
_cc2021.
300 _axii, 227 p. :
_bill.
500 _aIncludes index.
505 0 _aThe customer data conundrum -- The brief, wondrous life of customer data management -- What is a CDP, anyway? -- Organizing customer data -- Build a first-party data asset with consent -- Building a customer-driven marketing machine -- Adtech and the data management platform -- Beyond marketing -- Machine learning and artificial intelligence -- Orchestrating a personalized customer journey -- Connected data for analytics -- Summary and looking ahead.
650 4 _911138
_aMarketing
_xData processing.
650 4 _9528040
_aCustomer relations
_xData processing.
650 4 _9339300
_aData protection.
650 4 _9325221
_aPrivacy, Right of.
700 1 _9816418
_aO'Hara, Chris.
942 _2lcc
_cGB
_01
948 _hHELD BY TULIB - 7 OTHER HOLDINGS
997 _aSS
999 _c717307
_d717306