Skip navigation
Data Driven
Book

Data Driven

Harnessing Data and AI to Reinvent Customer Engagement

McGraw-Hill, 2018 more...

Buy the book


Editorial Rating

9

getAbstract Rating

  • Applicable
  • Well Structured
  • Concrete Examples

Recommendation

Co-authors Tom Chavez, Chris O’Hara and Vivek Vaidya bring extensive, hands-on knowledge to their comprehensive treatise on how technology can support marketing in the digital era. Their accessible prose lays out what marketing was, what it is becoming and how to harness what it can be. The authors share decades of experience working to create and integrate the technologies 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. This guidance will help senior marketing, technology and corporate strategy executives understand how to market to customers “in the moment.”

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.

“Three Core Principles for Building a Winning Data Strategy”

Three guiding ideas mark the future of “data-driven marketing”:

  1. “Embrace the human becoming” – Traditional marketing mainstays like demographic segmentation of customers and the creation of personas were more valuable in the predigital age. With the influx of multiple devices and the data they generate, companies shouldn’t attempt to define customers by a linear method. Marketers need to recognize that today’s consumers don’t move in a straight line from awareness to craving to taking action. They exist – knowingly or not – in a continual state of change and uncertainty. A customer is no longer a human being – but more a “human becoming.” 
  2. You have both more and less...

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.


Comment on this summary

  • Avatar
  • Avatar
    K. L. 4 years ago
    Exciting framework/roadmap. We should also transfer it or apply it to an L&D environment... Learner as a customer...
    • Avatar
      3 years ago
      Absolutely agree
  • Avatar
    L. M. 7 years ago
    Extremely interesting Summary.

    Through this words we can see that the future is no longer a closed box. The future is big data! The more we explore, easier the data management will be.

    Thanks for this summary.

More on this topic

Related Skills

Become More Adaptable
Develop the Organization
Agriculture Industry
Discover AI Use Cases
Discover and Understand Digital Technologies
Automotive Industry
Insurance Industry
Manufacturing Industry
Media and Entertainment Industry
Retail Industry
Entrepreneurship
Human Resources
Lead Strategically
Leadership
Leverage AI for Business Strategy
Leverage AI in Your Daily Tasks
Make Good Decisions
Manage Post-Sale Relationships
Manage Teams and Departments
Market Insights by Industry
Personal Growth
Plan Strategically
Production and Logistics
Promote Diversity, Equity, and Inclusion
Sales
Strengthen Your Digital Literacy
Understand AI
Understand Consumer Behavior
Understand Economics
Use AI for Production & Supply Chain
Workplace Skills
Make Data-Driven Decisions
Master Positioning
Measure Digital Transformation Impact
Build Digital Business Models
Marketing Case Studies
Use AI for Data Analysis
Analyze Data
Drive Digital Marketing
Marketing
Promote Customer Centricity
Track DEI progress
Understand Data
Build Digital Culture
Enable Digital Organization
Lead Operational Planning
AI Transformation
Implement Agility
Leverage AI for Marketing
Behavioral Economics
Discover AI Use Cases in the Food and Beverage Industry
Drive Direct Marketing
Leverage AI for Sales
Discover and Understand Data Analytics and Big Data
Leverage AI for Management
Optimize Workforce Performance
Future of Insurance
Master Marketing Strategy
Embrace Intelligent Failure
Use AI with Company Knowledge
Leverage AI for Product Development
Use AI for Market Analysis
Digital Transformation
Use AI for Campaign Personalization
Use AI for Customer Segmentation
Executive Leadership
Analyze User Data
Execute Digital Operations
Drive Team Performance
Optimize IT Operations
Discover AI Vendors for Marketing
Use AI for Sales Forecasting
Leverage Advertising
Discover Marketing Trends
Future of Media and Entertainment
Discover Latest AI Advances
Strategize Digital Transformation
Discover AI Use Cases in the Tourism Industry
Use AI for Customer Journey Mapping
Apply Market Segmentation
Use AI to Generate Marketing Content
Understand AI Impact on Business and Economy
Discover AI Use Cases in the Consumer Goods Industry
Future of Agriculture
Management
Future of Automotive
Use AI for Marketing Analytics
Master Content Marketing
Set and Track KPIs
Use CRM Tools Effectively
Use AI for Demand Forecasting
Use AI for Prospecting
Leverage AI for Customer Experience
Future of Manufacturing
Discover AI Use Cases in the Retail Industry
Drive Organizational Performance
Drive Continuous Improvement
Future of Retail
Assess Digital Maturity
Apply Data-Driven Marketing