Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

Axiom Business Book Award Silver Medalist in Business TechnologyThe 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 worldA 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 marketsYou'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.