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20241030105351.0 |
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230410s2021 sz a b 001 0 eng d |
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|a 9783952546932
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|a 3952546933
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|a (OCoLC)1375381928
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|a (OCoLC)on1375381928
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|a HF5415.125
|b .H377 2021
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|a Hassler, Marco.
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|a From data-driven to people-based marketing :
|b successful digital marketing strategies in a privacy-first era /
|c Marco Hassler.
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|a Chur, Switzerland :
|b Velyoo,
|c c2021.
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| 300 |
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|a 246 p. :
|b il. ;
|c 25 cm.
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|a Incluye referencias bibliográficas (p. 233-237) e índice.
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|a Introduction -- 1. Introduction to People-Based Marketing -- Part I. Customer Centricity: 2. Embracing and Applying Customer Centricity -- 3. Customer Centricity for People-Based Marketing -- Part II. Data: 4. Basics of Data Collection -- 5. Basics of Data Analysis -- 6. Cross-Device and Cross-Channel User Profiles -- 7. Developing a First-Party Data Strategy -- Part III. Technology: 8. Classifying Marketing Technologies -- 9. Developing an Architecture for People-Based Marketing -- Part IV. Consolidation & Application: 10. The New Marketing Paradigms -- 11. With Nurtures, Automation, and AI to Marketing on Steroids -- 12. Planning People-Based Marketing Activities -- 13. Measuring and Increasing Success.
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|a "As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time. Succeeding in marketing in a cookieless world: From data-driven to people-based marketing. First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data. User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection. Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures. In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs - all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era." --Descripción del editor.
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| 650 |
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|a Internet marketing.
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| 650 |
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0 |
|a Database marketing.
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| 650 |
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0 |
|a Relationship marketing.
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| 650 |
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0 |
|a Internet marketing
|x Statistical methods.
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| 650 |
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7 |
|a Mercadeo por Internet.
|2 UDESA
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| 650 |
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7 |
|a Bases de datos para mercadeo.
|2 UDESA
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| 650 |
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7 |
|a Mercadeo de relaciones.
|2 UDESA
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| 650 |
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7 |
|a Mercadeo por Internet
|x Métodos estadísticos.
|2 UDESA
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