Summary of Data Driven

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Rating

9 Overall

9 Applicability

8 Innovation

8 Style


Recommendation

Co-authors Tom Chavez, Chris O’Hara and Vivek Vaidya bring extensive, hands-on knowledge of how technology can support marketing in the digital era. Their comprehensive treatise on how to leverage technology to anticipate customers’ needs includes numerous case studies from leading companies. Their accessible prose lays out what marketing was, what it is becoming and how to harness what it can become. The authors share decades of experience working to create or strengthen the integration of the technologies, people and processes they describe. Their easy, entertaining read serves as a blueprint for how companies can move from the world of slow legacy systems to the flexible integration of high-speed data. The authors provide principles that drive the process, break down the requirements of any systemic or organizational changes needed, and highlight guidelines for a company’s future data strategy. Their guidance will help senior marketing, technology and strategic executives understand how to market to customers “in the moment.”

In this summary, you will learn

  • What challenges face marketers in the new digital era;
  • How a “data management platform” can provide a significant boost to your marketing efforts; and
  • How to measure the maturity of your “data-driven marketing” efforts. 
 

About the Authors

Tom Chavez recently started a venture studio for creating new technology companies. He and Vivek Vaidya co-founded Krux, a company later acquired by Salesforce, where Vaidya is now CTO of Salesforce Marketing Cloud. Chris O’Hara heads global product marketing for the Salesforce data management platform.

 

Summary

The Digital Environment

In the digital age, people – especially millennials – eschew traditional channels of mass media. Yesterday’s methods for defining consumers no longer function profitably. The new digital environment calls for new ways to reach buyers and to gather and analyze data about them.


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