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Transforming Customer Data into Insights
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Transforming Customer Data into Insights
by
Transforming Customer Data into Insights
Preface
1. Introduction and Case Studies
Lululemon
Moosejaw
Arçelik
2. Classic Data Problems, Classic Marketing Tools
Mass and Direct Response Marketing
Database-Driven Marketing
The Benefits and Disadvantages of Database-Driven Marketing
3. Meeting Modern Data Challenges with a CDP
The New Challenges of Marketing
Increasing Volume, Variety, and Velocity of Data
Omnichannel Engagement and Attribution
Customer-Directed Experiences
Personalized Data and the End of Cookies
The Four Elements of a CDP
Data Collection
Profile Unification
Segmentation
Activation
CDPs and Customer-Centric Marketing
4. CDP Implementation: Aligning People, Processes, and Tools
Aligning the C-Suite
Establishing Ownership: Marketing, IT, and Analytics
Aligning Frontline Staff
What Powers a CDP and Why Does It Matter?
Measuring CDP Success
5. Where Are You in Data-Driven Marketing Maturity?
Customer-Driven Means Data-Driven
Data-Driven Maturity Model
6. Takeaways and Conclusion
Achieving a Unified Customer Experience: Recommendations
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