Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

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 shows businesses how to use that data to target and delight their customers with unprecedented accuracy and success, bringing them closer to their brands and inspiring them to engage, purchase, and remain loyal. It explains how strategies for marketing can be crafted to capture, organize, and analyze data from every source and to activate it across every channel. Readers will learn the three principles for building a successful data strategy, the five sources of data-driven power, and seven forecasts for the future.

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.