Kapitel in diesem Buch

1. Frontmatter i
2. Contents vii
3. Acknowledgments xxxiii
4. Introduction xxxv
5. Part 1: An Overview of Marketing Technology
6. Chapter 1: Defining Marketing Technology 1
7. Chapter 2: A Brief History of MarTech 13
8. Chapter 3: MarTech and Marketing Teams 33
9. Chapter 4: How Other Teams in an Organization Utilize MarTech 57
10. Chapter 5: MarTech and the Evolving Customer Relationship 71
11. Chapter 6: The Business Case for MarTech Investments 83
12. Chapter 7: Methods of MarTech Implementation 97
13. Chapter 8: AI and MarTech 107
14. Part 2: Customer Data
15. Chapter 9: Key Customer Data Considerations 131
16. Chapter 10: CRM, CDP, and DMP 147
17. Chapter 11: Privacy and Consent 175
18. Part 3: Creation, Workflow, and Operations
19. Chapter 12: Key Considerations with Creation, Workflow, and Operations 189
20. Chapter 13: Content Marketing Platforms 199
21. Chapter 14: Digital Asset Management (DAM) Systems 213
22. Chapter 15: Project Management Platforms 225
23. Part 4: Content, Campaign, and Multi-Channel Delivery
24. Chapter 16: Key Considerations for Content, Campaign, and Multichannel Delivery 243
25. Chapter 17: DXPs and CMS 263
26. Chapter 18: Marketing Automation, Multichannel Personalization, and Journey Orchestration 283
27. Chapter 19: Single-Channel Marketing Platforms 297
28. Chapter 20: Conversational Marketing and Real-time Communication Platforms 311
29. Chapter 21: Multi-Function Platforms and Suites 323
30. Part 5: Measurement and Reporting
31. Chapter 22: Key Considerations for Measurement, Reporting, and Analysis 339
32. Chapter 23: Single Platform, In-App Measurement, and Multi-Channel Measurement 347
33. Chapter 24: Data Visualization and Analysis Tools 357
34. Part 6: Evaluation of Your MarTech Stack and Platforms
35. Chapter 25: Define Your Goals 367
36. Chapter 26: A MarTech Stack Evaluation Framework 385
37. Chapter 27: Evaluation of Individual MarTech Platforms 419
38. Chapter 28: Building a MarTech Roadmap 431
39. Chapter 29: Measuring Success 441
40. Epilogue 453
41. About the Author 457
42. Index 459