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Introduction: The Magic Coffee Maker
Chapter 1: The Emergence of People Data
Looming Threats: Consumer Privacy and Security
The Datification of Everything
Identity: The Multiple Versions of You
Operation in a Datified World with Trust and Transparency
Chapter 2: Three Core Principles for Building a Winning Data Strategy
Principle #1: Embrace the Human Becoming
Principle #2: You Have More Data than You Think...and You Think You Have More Data than You Actually Do
Principle #3: There Is No Truth, Just More and Less Useful Theories
Chapter 3: Data In, Data Out
Data In: Every Scrap of Data from Every Possible Source
Walled Garden
Data Out: Connecting People Data to Every Channel
Chapter 4: The Five Sources of Data-Driven Power
Segmentation: Using People Data to Hit the Bullseye
Activation: Finding People Across Every Addressable Cahnnel
Personalization: Using Data to Build Great Customer Experiences
Optimization: Finding Efficiency and Effectiveness in Addressable Media
Insights: Data Back in Again
Chapter 5: Making It Real for Your Organization
Developing a Data Center for Excellence
Capability Maturity Model
The Five Common Pitfalls on the Path to Data-Driven Excellence
Chapter 6: The New Basis of Competition: Know, Personalize, and Engage
The Consumer Journey
Getting Elephants to Dance
Putting It All Together
Chapter 7: Seven Forecasts to Light Up Your Future Sensors
1: Artificial Intelligence Reduces Scutwork and Makes Marketing More Strategic
2: Data Pipelining Becomes a Durable Differentiator
3: Consumer IOT encircles CRM
4: Content Management Gets Blown Up, Put Back Together, and Cloudified
5: The All-in-One Intelligent Marketing Hub Emerges
6: An Open-ID Alternative Will Take Root, Bringing Balance to the Force Provenance and Contracts
7: Consumer-direct-data-sharing-for-dollars Powered by Blockchain
Conclusion
About the Authors
Featured Data Innovators
Acknowlegments
Notes