Data Driven
Harnessing Data and AI to Reinvent Customer Engagement
by Tom Chavez, Chris O'Hara, and Vivek Vaidya
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Pub Date Oct 05 2018 | Archive Date Oct 12 2018
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Description
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.
Advance Praise
"Ted is a deeply intellectual poet laureate, who possesses an eclectic rare mix of right brain and left brain skills. He knows derivatives and da Vinci; and moves back and forth across these two parallel universes with inspiring ease. This modern-day Renaissance man is our planet’s foremost thought leader on word of mouth strategy, and Fizz is the bible in this area. In an extremely thoughtful and engaging narrative, Ted takes a complex topic and boils it down into something extremely useful. If you want to truly understand how to harness the power of people talking, this book better head up your must-have reading list!"
—Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania
"If you want field-tested advice on how to inspire people to love and talk about what you do, this is the rare word of mouth marketing book that is actually worth talking about."
—Rohit Bhargava, bestselling author of Likeonomics
"It’s more trusted. It’s more authentic. It invades nobody’s privacy. It’s cheap as dirt. And, alone among the marketing arts, it is intrinsically human. Word of mouth would be the dominant category of marketing if only it could be harnessed. The thing is, as Ted Wright reveals in this charming primer, WOMM can be harnessed. In fact, it’s happening right here and right now".
—Bob Garfield, cohost of NPR’s On the Media and former columnist of AdvertisingAge
“Marketers today face huge disruption driven by new paths to purchase and an explosion of new technologies. This requires an entirely new playbook for harnessing the power of data and AI to create more relevant, engaging connections with consumers. Data Driven is a must-read guide for any marketing professional confronting this general challenge and seeking to drive top-line revenue for brands.”―Deanie Eisner, President, Kellogg Company
“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
“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
Available Editions
| EDITION | Hardcover |
| ISBN | 9781260441536 |
| PRICE | $28.00 (USD) |
