From Data-Driven to People-Based Marketing
Successful Digital Marketing Strategies in a Privacy-First Era
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With First-Party Data, MarTech and Customer Centricity to Marketing on Steroids
As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time.
Succeeding in marketing in a cookieless world: From data-driven to people-based marketing
First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data
User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection
Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures
In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs – all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.
As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time.
Succeeding in marketing in a cookieless world: From data-driven to people-based marketing
First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data
User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection
Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures
In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs – all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.
Marco Hassler hat Betriebswirtschaft an der Universität St. Gallen studiert und war lange Jahre Mitinhaber der Digital-Agentur Namics. Heute arbeitet er bei Merkle und wirkt dort insbesondere als Berater für die inhaltlichen und technischen Konzeption von Websites, Marketing Automation und Data-Lösungen für Großunternehmen. Neben seinem Kerngebiet Digital Analytics ist er in den Bereichen Personalization und Digital Marketing tätig.
| Erscheinungsdatum | 31.08.2021 |
|---|---|
| Zusatzinfo | Illustrationen |
| Verlagsort | Chur |
| Sprache | englisch |
| Maße | 170 x 244 mm |
| Gewicht | 500 g |
| Themenwelt | Mathematik / Informatik ► Informatik ► Weitere Themen |
| Mathematik / Informatik ► Mathematik ► Finanz- / Wirtschaftsmathematik | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Schlagworte | customer data platform • Data-Driven Marketing • Digital Marketing • First Party Data • Marketing strategy • People-Based Marketing • privacy |
| ISBN-10 | 3-9525469-0-9 / 3952546909 |
| ISBN-13 | 978-3-9525469-0-1 / 9783952546901 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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