From Data-Driven to People-Based Marketing - Marco Hassler

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Résumé :
With First-Party Data, MarTech and Customer Centricity to Marketing on Steroids
As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time.Succeeding in marketing in a cookieless world: From data-driven to people-based marketing
First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data
User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection
Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures


In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs - all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.

Biographie:
Marco Hassler studied business administration at the University of St. Gallen, Switzerland, and now works as a Senior Principal Consultant at Merkle, a leading service provider for data-driven customer experience management. He advises large companies on the use of marketing technologies and data for more successful marketing and specializes in marketing automation, customer experience, and digital analytics.For over 20 years, he has been involved in digital topics such as digital marketing and web analytics. For a long time, he was the co-owner of the digital agency Namics and helped shape its development and expansion in German-speaking countries. Since 2008, he has been known as the author of the book Digital and Web Analytics and a specialist speaker and university lecturer on the said theme.