Data-driven customer engagement : mastering MarTech strategies for success /

Bibliographic Details
Main Author:	Strauss, Ralf E. (Author)
Corporate Author:	EBSCOhost
Format:	eBook
Language:	English
Published:	Cham : Springer, [2024]
Subjects:	Marketing > Data processing. Marketing > Technological innovations. Marketing > Informatique. Marketing > Innovations. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

MarTech ... The Via Dolorosa Into Data-Driven Customer Interaction
The Strategic Imperative ... Providing the Groundwork
Let the MarTech Music Play ... Development Phases of the MarTech Universe
I Go Where True (Money) Love Goes - Budgets and Market Potentials in MarTech
Data Readiness and Data Strategies ... Without Data, You Are Just Another Person With an Opinion
Online Data Protection According to GDPR - Or: What Is Actually (Still) Allowed? (Dr. Simon Menke)
Measurement and KPI Optimization ... Oldie, But Goldie
Pandora's AI Box - The AI Tsunami Is Rolling in
CRM Meets Customer Experience - Moments of Truth for the Customer
The New Media Imperative
On the Way to Composability - The Changing Role of IT
The Organisation Remains the Digital Construction Site
Case Studies - Lessons Learned from Other Companies
Steps Towards Marketing Tech Strategy and Implementation.