Data-Driven Customer Engagement : Mastering MarTech Strategies for Success

MarTech ... The Via Dolorosa Into Data-Driven Customer Interaction -- The Strategic Imperative ... Providing the Groundwork -- Let the MarTech Music Play ... Development Phases of the MarTech Universe -- I Go Where True (Money) Love Goes - Budgets and Market Potentials in MarTech -- Data Readiness and Data Strategies ... Without Data, You Are Just Another Person With an Opinion -- Online Data Protection According to GDPR - Or: What Is Actually (Still) Allowed? (Dr. Simon Menke) -- Measurement and KPI Optimization ... Oldie, But Goldie -- Pandora's AI Box - The AI Tsunami Is Rolling in -- CRM Meets Customer Experience - Moments of Truth for the Customer -- The New Media Imperative -- On the Way to Composability - The Changing Role of IT -- The Organisation Remains the Digital Construction Site -- Case Studies - Lessons Learned from Other Companies -- Steps Towards Marketing Tech Strategy and Implementation.