Transforming Customer Data into Insights

by George Mount, Lynne Capozzi, Karen Wood

Released August 2021

Publisher(s): O'Reilly Media, Inc.

ISBN: 9781098110239

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Book description

Chances are you purchased an order online in the past year and picked it up in the store or curbside. According to various estimates, 25% of US consumers tried curbside pickup by 2020, turning it into a $30- to $35-billion annual market. While COVID-19 certainly played a large part in this process, this shift toward a customer-first experience has been years in the making.

With this report, CMOs, analysts, and business leaders will learn how to pursue customer-centric, data-driven marketing. You'll learn through case studies how organizations have adapted by providing a customer-first experience. In the chapters that follow, authors George Mount, Lynne Capozzi, and Karen Wood examine the challenges marketers face and the technology solutions that have risen as a result, including customer data platforms.

Through the course of this report, you will:

Learn how a customer data platform (CDP) will complement your business and existing martech stack
Examine the top benefits you can expect from using a CDP, including customer experience, regulatory compliance, and business benefits
Get advice on how to build a long-term strategy for using a CDP--and how to get going quickly