Free Ebook Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
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Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
Free Ebook Data Driven: Harnessing Data and AI to Reinvent Customer Engagement
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Product details
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Audible Audiobook
Listening Length: 6 hours and 19 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Audible Studios
Audible.com Release Date: February 19, 2019
Whispersync for Voice: Ready
Language: English, English
ASIN: B07MMNCY2P
Amazon Best Sellers Rank:
This book was written to illuminate the path forward of the marketing practitioner wishing to engage customers online. The authors accomplish their goal with sharp conceptual frameworks, punctuated by entertaining case studies from diverse companies including Hershey's, Dunkin', ConAgra, Keurig, Heineken, Warner Brothers/Turner, Kellog, Meredith, Campbell.Data Driven will be required reading for all Chief Data/Digital/Privacy/Marketing officers, and anyone who reports to them, because the authors blazed trails with pioneering companies and somehow obtained permission to open the kimono and share it all - the good, the bad, and the ugly. Now early adopters and early majority can follow their blueprint and learn from the successes and failures of others. As William Gibson wrote, "the future is already here - it's just not very evenly distributed." Astute readers can engage in their own arbitrage: for the price of a book, they can implement lessons in their own organizations learned at great expense elsewhere.I was also struck by how much this book has to offer to a much broader audience: the online customer being engaged. Data Driven is equally illuminating to the customer (all of us) about what is really going on behind the scenes. The authors are expert architects of the systems that (ideally) serve the right content to us at the right time, but they are also consumers who share layperson concerns about online privacy and autonomy. The authors are self-aware about how they have engineered solutions within a deeply flawed framework governing the collection and disposition of personal data. For example, they are not happy about how easily companies use their data management platform, and its pipelines, to re-identify customers from various de-identified sources. Their most ambitious chapter, the last, makes bold predictions based on the trends and needs the authors have identified. And the last prediction is the boldest: that we will soon control our own data, and sell it ourselves to companies with offers that appeal to us. The ultimate act of disintermediation: flipping the funnel and marketing ourselves to companies. Apparently, blockchain technology will make this possible.And on that hopeful note, Data Driven wraps up and we learn that two of the authors have launched a Venture Studio in which they will found, fund, and launch companies to pursue the opportunities they see ahead. That's called putting your money where your mouth is. Now I'd like them to democratize the process: how about letting your readers invest alongside you? After reading this book, I'm ready to bet on its insights.
This book does an excellent job of not just distilling various approaches for micro-targeting customers with the latest tools in data-driven marketing, it also strives to remind people that there are humans on the other end of your marketing efforts, and you ignore that at your own peril.The authors do a good job advocating for transparency in data collection and opening a dialog with your customers about what you are doing with their information. Instilling this trust is going to be absolutely foundational to the future of digital marketing and the authors address this throughout the book.With that said, the book on the whole had numerous insights for marketers of any stripe. Whether targeting ads, developing personas, or building a marketing stack, these veteran marketers have demystified much of the process. As a marketer myself, I can tell immediately that these author/practitioners know their stuff.Highly recommended.
Data Driven is one of the few lucid explanations of data flow through the modern internet beyond the walled gardens. Covers in depth the why and how of business use cases, drilling into the triangle between marketers, publishers, and consumers at a high-level without sifting out all the important details.
Tom, Vivek, & Chris are the consummate guides on this data-driven journey. Breaking down the complex data and AI-driven world we’re living in today in a digestible way, this book is chock full of customer stories on how some of the biggest global brands are leading the charge in using data to transform customer engagement. A quick and insightful read, I can’t recommend this book enough.
This book is filled with real-world examples of companies leveraging data and technology to advance their businesses. I’ve read it twice now and found many of the stories to be inspirational.
Great read! Interesting and current case studies paired with a guide to what you need to know in the ever-changing data landscape.
Chavez, O’Hara and Vaidya offer a ticket a ride in today’s dynamic. On it.
It’s so refreshing to hear how data actually gets used by real brands. Practical and actionable, not another theoretical yawn!
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