DATA DRIVEN

A leading-edge but common-sense approach to data-driven marketing.

This excellent debut business book addresses the remarkable upheaval in marketing that’s resulted from the rise of digital media and, more specifically, from data mining. Chavez, O’Hara, and Vaidya—who built a data-management company called Krux, which is now part of Salesforce—map the past progression of personalized, “people-centric marketing,” set ground rules for the present, and peek into the future of the industry. The book presents an introductory overview of internet advertising, which lays the groundwork for a discussion of what the authors call “the datafication of everything.” Their intelligent assessment of privacy concerns is timely and highly informative, but their book’s primary strength is its pragmatic, levelheaded approach to applying data analysis to strategic goals. Substantive sections include identifying and describing sources of “data-driven power,” such as segmentation (categorization to help reach the “right person”) and personalization (to tailor and deliver the “right message”). Just as valuable are a discussion of “Five Common Pitfalls” that readers may face (including an “Absence of Clear Goals” and “Failure to Anticipate Risk”) and an overview of the authors’ “three-layer model” for data-driven marketing (“know, personalize, and engage”). Throughout, the authors highlight case studies to demonstrate how major marketers employ data to solve specific problems. One example shows how entertainment company Warner Bros. used ticket delivery and purchase information to better identify specific moviegoers; another highlights the manner in which Hershey—the candy, amusement-park, and retail company—met the challenge of cross-pollinating data across corporate divisions so it could be more effective at segmentation. The authors wrap up the book with a few forecasts regarding data-driven marketing; not surprisingly, artificial intelligence and the “Internet of Things” make appearances here, but one of the more intriguing prognostications may be an “all-in-one intelligent marketing hub.” Although the book is very much about the future of marketing, it’s not a visionary puff piece; rather, the authors share battle-tested examples of how their forward-thinking principles are being put into practice.

Persuasive, pertinent, and practical marketing advice.