Böcker av Martin Kihn

The critically-acclaimed, darkly hilarious take on Management Consulting, soon to be a hit on Showtime, starting in January 2012.

Praise for CUSTOMER 360 "Customer 360 stands out in a crowded conversation by showing businesses how they can use complex new technologies to give customers the better experiences they want and to unlock value for the enterprise." --JEREMY HLAVACEK, CCO, Experian Marketing Services "This book describes in detail the Data + AI + Trust formula and shares the secrets of how organizations succeed when putting AI into action using the formula. Get ready to be inspired and better prepared to embark on a Customer 360 journey in your own organization." --JOYCE KAY AVILA, author, Snowflake: The Definitive Guide and Hands-On Salesforce Data Cloud "Customer 360 shows, step-by-step, how to apply modern technology to improve the customer experience and increase business value. It may be a surprise for readers to see that all the pieces are right here, today, to significantly improve business outcomes. Advances in AI make it a must for business people to move their team forward. As the authors say, 'Dream Big, execute within reach and build an adaptive culture.'" --REX BRIGGS, Chief AI Officer, Claritas; author of The AI Conundrum "Customer 360 is an essential read for anyone looking to use AI and data to create exceptional customer experiences and achieve scalable business growth. It provides a compelling and practical exploration of these advancements, demonstrating how businesses can harness these tools to meet and exceed customer expectations."--AMY KITSCHER, Senior Director, Publicis Sapient "Madtech is highly commoditized, but what isn't is your relationship with your customers. To fully understand your customers, you need to combine data transformation tools, a reliable data management platform, and the trust that exists between you and your most valuable assets: the people who buy your products or services. Trust is your competitive edge." --JESS SIMPSON, Vice President, Head of Consulting, Acxiom

Master the hottest technology around to drive marketing successMarketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization.Over the years, many of us have built byzantine "stacks" of various marketing and advertising technology in an attempt to deliver the fabled "right person, right message, right time" experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to:* Understand the problems of managing customer data* Understand what CDPs are and what they do (and don't do)* Organize and harmonize customer data for use in marketing* Build a safe, compliant first-party data asset that your brand can use as fuel* Create a data-driven culture that puts customers at the center of everything you do* Understand how to use AI and machine learning to drive the future of personalization* Orchestrate modern customer journeys that react to customers in real-time* Power analytics with customer data to get closer to true attributionIn this book, you'll discover how to build 1:1 engagement that scales at the speed of today's customers.