Titlebook: Data-Driven Customer Engagement; Mastering MarTech St Ralf Strauss Book 2024 The Editor(s) (if applicable) and The Author(s), under exclusi

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https://doi.org/10.1007/978-3-031-64295-1Data-driven customer interaction; MarTech landscape; Marketing technology trends; Budget allocation str

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Thermally stimulated discharge of electrets,ories of IT applications and scenarios covered, stretching from data platforms to analytics and data science, marketing resource management, orchestration, down to multi-channel execution. In order to assess strategies and concepts, since 2019 between 280–370 senior executives in marketing & sales h

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ge of market players can be distilled. A maturity assessment demonstrates the different experience levels companies work in … contrary to software vendors and providers. The results are stunning again: while many companies spend large amounts of budgets on the way to data-driven customer interaction

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https://doi.org/10.1007/978-3-476-03677-3stomer interaction and hyper-personalisation requires data infrastructures in any case. In addition, the MarTech projects cater to the overall corporate strategy towards digitalisation. Over the next years, companies try to achieve a level of ca. 20–25% of marketing spendings being allocated on MarT

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https://doi.org/10.1007/978-3-476-98861-4Data architectures … despite the hype on CDPs … are still in their infancy. New skills and competencies on data management need to be established … whilst experts are not available. The demission of third-party cookies in 2025 latest is pushing data clean rooms, server-side tracking, and first-party