Data-Driven Customer Engagement: Mastering Martech Strategies for Success
暫譯: 數據驅動的客戶參與：掌握行銷科技策略以獲取成功

Strauss, Ralf

Data-Driven Customer Engagement: Mastering Martech Strategies for Success
  • 出版商: Springer
  • 出版日期: 2024-10-31
  • 售價: $2,190
  • 貴賓價: 9.5 折 $2,080
  • 語言: 英文
  • 頁數: 332
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031642945
  • ISBN-13: 9783031642944
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

Embark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide. From understanding the strategic imperatives driving MarTech adoption to navigating the intricacies of data-driven customer interaction, this book provides invaluable insights and practical strategies. Explore topics ranging from budget allocation and market potential to data readiness and GDPR compliance, gaining a deep understanding of key concepts and best practices. Whether you're grappling with the complexities of AI integration or seeking to optimize measurement and KPIs, this book equips you with the knowledge and tools needed to thrive in today's digital marketing environment. With decades of industry experience, Ralf Strauss offers in this book a roadmap for success, empowering marketers to navigate the challenges and seize the opportunities presented by MarTech innovation.

商品描述(中文翻譯)

踏上探索快速演變的行銷科技（MarTech）領域的旅程，這本全面的指南將為您提供寶貴的見解和實用的策略。從理解推動 MarTech 採用的戰略要素，到駕馭數據驅動的客戶互動的複雜性，本書涵蓋了從預算分配和市場潛力到數據準備和 GDPR 合規性的各種主題，讓您深入了解關鍵概念和最佳實踐。無論您是在應對 AI 整合的複雜性，還是尋求優化測量和 KPI，本書都將為您提供在當今數位行銷環境中蓬勃發展所需的知識和工具。擁有數十年行業經驗的 Ralf Strauss 在本書中提供了一條成功的藍圖，幫助行銷人員駕馭挑戰並把握 MarTech 創新所帶來的機會。

作者簡介

Dr. Ralf E. Strauss, Managing Partner at Customer Excellence GmbH and MarketingTechLab GmbH, chairs the CMO Community and the Digital CMO Community. He served as President at the German Marketing Association (DMV) and now chairs the Board of the European Marketing Confederation (EMC). Formerly leading digital transformation at Volkswagen and holding key positions at SAP, including Global VP of CRM Marketing and CMO of SAP Germany & Central Europe, Dr. Strauss specializes in strategy, data-driven customer engagement and IT/digital. Author of "Digital Business Excellence" and the yearly Marketing Tech Monitor, he's a leading authority with over 80 publications, shaping modern marketing practices.

作者簡介(中文翻譯)

德拉夫·E·施特勞斯博士（Dr. Ralf E. Strauss）是Customer Excellence GmbH和MarketingTechLab GmbH的管理合夥人，並擔任CMO社群及數位CMO社群的主席。他曾擔任德國行銷協會（DMV）的會長，現在是歐洲行銷聯盟（EMC）董事會的主席。施特勞斯博士曾在大眾汽車（Volkswagen）領導數位轉型，並在SAP擔任過多個重要職位，包括全球客戶關係管理（CRM）行銷副總裁及SAP德國與中歐的首席行銷官（CMO）。他專注於策略、數據驅動的客戶互動以及IT/數位領域。施特勞斯博士是《數位商業卓越》（Digital Business Excellence）和年度行銷科技監測報告（Marketing Tech Monitor）的作者，擁有超過80篇出版物，是現代行銷實務的權威。

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