How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI - Couverture rigide

Scheuing, Sachiko

 
9781398615175: How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI
Couverture rigide
ISBN 10 : 139861517X ISBN 13 : 9781398615175
Editeur : Kogan Page, 2024

Synopsis

Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers' privacy concerns with the latest innovations can be a complex challenge.

When done right, data-driven marketing can build customer trust for sustainable long-term value. This is precisely where How to Use Customer Data comes in, by breaking down everything you need to know about this fast-moving field into one simple and easy to read guide.

Designed specifically for marketing professionals, this guide explains the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on exactly what you need to know and do to be compliant whilst also looking at how using data well can improve the customer journey through personalization. Tackling all the hot issues of the moment, this book looks at how digitally mature marketers can work in compliance, how to use clean rooms and pseudonymization to promote trust and the impact AI could have, making it a must-read for all marketing professionals.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Sachiko Scheuing is an award-winning privacy professional with solid experience in marketing and data science based in Frankfurt, Germany. She currently serves on the Europe Middle East and Africa senior leadership team of Acxiom, part of Interpublic Group of Companies Inc. (IPG), as its European Privacy Officer. She is also currently serving her third 3-year term as the Co-Chairwoman of the Federation of European Data and Marketing (FEDMA) based in Brussels. In 2020, she was awarded the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to the data protection and advertising industries.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page
Date d'édition
2024
Langue
anglais
ISBN 10 
139861517X
ISBN 13 
9781398615175
Reliure
Relié
Nombre de pages
296
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Allemagne

Autres éditions populaires du même titre

9781398615151: How to Use Customer Data: Navigating GDPR, DPDI and a Future with Marketing AI

Edition présentée

ISBN 10 :  1398615153 ISBN 13 :  9781398615151
Editeur : Kogan Page, 2024
Couverture souple