Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

by Tom Chavez, Chris O’Hara, Vivek Vaidya

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 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
●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 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.

Genres: Business, Nonfiction

256 pages, Hardcover

Published October 4, 2018

Reviews

[Brian · Rating 5 out of 5]

Data Driven looks at how to achieve Data Centers of Excellence and shares practical strategies for harnessing data in an increasingly large data world where more and more is available to everyone. This process begins by recognizing that you are trying to use Marco data to target on the micro level and that you in fact have more data than you think you have. The process for using this data involves segmentation, activation of the data, personalization and optimization. As someone in the analytics field it was the fourth step that I was the most interested in. The book talks a lot about achieving a data center of excellence and some of the pitfalls you might hit on the path there as well as what you can do to succeed. If you are in the marketing, analytics or big data world there is a lot of really great information in this book that even a casual reader would find helpful.

[Leonard Armstrong · Rating 3 out of 5]

I thought this was a book of how data science is being applied to business. It reads more like a book about how marketing has improved from data science. It's a minor difference but it switches the primary focus of the book from data science to marketing.

The book was a quick and OK read. My only problem was that, after very briefly addressing the issues of privacy when dealing in today's information age, it then goes on to tout a number of models that basically ignore a consumer's privacy.

[Erlin Hysenbelliu · Rating 3 out of 5]

More of a documentation of their journey, and how large corporations use data in relation to customers.
If you are a tech or data professional you might not really learn anything new from this book.
Some of the cases they experienced and how they solved them might be interesting though.
Overall an ok read.

[Akhil Jaya Sathyan · Rating 4 out of 5]

Started working with the Marketing team and found myself clueless about how their world works. Skimmed through this and found enough value to recommend it to anyone looking to alleviate the same problem.

[Ioanna Emmanouilidou · Rating 3 out of 5]

Enjoyed the hands-on examples of how data changed how marketing works on several occasions. It was at times a bit tiring to read and I am concerned about the fact that the writer did not address the issue of the consumer's privacy.

[Laura Hernandez · Rating 5 out of 5]

Lo que necesitas saber sobre data for dummies

Tiene casos prácticos para ilustrar los principios question explican los autores. Recomendado para cualquier marketero que quiera actualizarse en manejo de datos.

[Victor Radebe · Rating 4 out of 5]

Recommended

A great book for digital marketers who might be sitting on a mountain of data and are unable to monetize it for the benefit of their clients.

[Patrick Pilz · Rating 3 out of 5]

It starts pretty interesting, but at the end it is just self glorifying praise for salesforce.com.

[Malvalm · Rating 4 out of 5]

listened to it on audiobook but would be inclined to have it on paper. a book to study and consult rather than read. full of useful examples -- while on some of them you go "how on earth is this legal?" -- European Data Protection Regulation is sometimes a pretty cool thing.

[Kamalika · Rating 3 out of 5]

If you are a data person , this is a must read.

If you're a media person, this is a must read

If.youre a market, must read

If you're a business head, must read