Data Driven: Harnessing Data and AI to Reinvent Customer Engagement / Tom Chavez, Chris O'Hara, Vivek Vaidya

The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce - the number one 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 tell you how to:

• 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 hear how top companies put these data-driven strategies into action: 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 tool kit for success in the face of changes already underway and still to come.