By Julien Hirth
ISBN-10: 2212564732
ISBN-13: 9782212564730
"Le [data marketing], c'est comme le sexe chez les adolescents : tout le monde en parle, personne ne sait vraiment remark le faire, tout lemonde pense que tout le monde le fait, donc tout le monde prétend le faire." Et les chiffres donnent raison à Dan Ariely, auteur de cette métaphore : selon une récente étude conduite par l'institut Morar, seventy two% des entreprises n'exploitent pas les données qu'elles collectent, déboussolées face à los angeles complexité technologique, scientifique et organisationnelle introduite par l'afflux massif de données sur les consommateurs.
Bible du info advertising and marketing, cet ouvrage suggest de manière inédite une méthode robuste pour exploiter le plein potentiel de l. a. donnée.
Il permettra notamment au marketeur moderne de :
- comprendre les mécanismes de collecte, de stockage et de réconciliation des données ;
- maîtriser les principaux outils du info advertising (DMP, CRM 360, advertising automation, écosystème adtech...) ;
- démystifier les ideas mathématiques appliqués au advertising (clustering, scoring, advertising and marketing prédictif...).
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Le data marketing (French Edition) by Julien Hirth
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