03739nam a22005415i 4500 978-3-031-64295-1 DE-He213 20251030113252.0 cr nn 008mamaa 241031s2024 sz | s |||| 0|eng d 9783031642951 978-3-031-64295-1 10.1007/978-3-031-64295-1 doi HF5415.1265 KJS bicssc BUS090010 bisacsh KJSG thema Strauss, Ralf. author. aut http://id.loc.gov/vocabulary/relators/aut 86839 Data-Driven Customer Engagement [electronic resource] : Mastering MarTech Strategies for Success / by Ralf Strauss. 1st ed. 2024. Cham : Springer Nature Switzerland : Imprint: Springer, 2024. XXVII, 332 p. 210 illus., 1 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda 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. 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. . Telemarketing. Internet marketing. 59122 Business information services. Communication and traffic. 67737 Digital Marketing. IT in Business. Media Industries. 67740 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783031642944 Printed edition: 9783031642968 Printed edition: 9783031642975 https://doi.org/10.1007/978-3-031-64295-1 ZDB-2-BUM ZDB-2-SXBM 64617 64617