Customer Intelligence: Strategies and Use Cases for Leveraging Customer Data
暫譯: 客戶智慧：利用客戶數據的策略與案例
Bayer, Emanuel, Marini, Manuel
- 出版商: Springer
- 出版日期: 2026-08-03
- 售價: $7,140
- 貴賓價: 9.5 折 $6,783
- 語言: 英文
- 頁數: 459
- 裝訂: Quality Paper - also called trade paper
- ISBN: 3658511087
- ISBN-13: 9783658511081
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相關分類:
行銷/網路行銷 Marketing
海外代購書籍(需單獨結帳)
商品描述
This book shows how companies can systematically transform customer data into measurable value - with practical frameworks, use cases, and tools. Whether it's Golden Record, Customer Data Platform, or AI-powered personalization: contributions from experts in practice and academia provide concrete solutions for data-driven marketing, sales, service, and compliance. The key insight: only the interplay of data-based analysis, human empathy, and clearly structured processes creates sustainable customer loyalty and economic success. Therefore, strategic and organizational prerequisites are also brought into focus.
The edited volume is aimed at professionals and executives in marketing and sales, as well as lecturers, researchers, and students who want to design future-oriented business models using customer data. It invites readers to question existing processes and discover new potential.
"It is rare for practitioners to share their knowledge so openly and systematically. This book does exactly that: experienced entrepreneurs, executives, and data scientists share their expertise. I want to encourage readers to use the insights of this book as a compass - in a world flooded with data yet longing for clear orientation. The strategies and use cases discussed here will inspire you to see Customer Intelligence not as a technical obligation but as a central element of your corporate philosophy. Ultimately, it is not the amount of data that determines business success, but how intelligently it is used."
(Prof. Dr. Dr. h.c. mult. Hermann Simon, Simon-Kucher & Partners)
商品描述(中文翻譯)
這本書展示了公司如何系統性地將客戶數據轉化為可衡量的價值，並提供實用的框架、案例和工具。無論是 Golden Record、客戶數據平台，還是 AI 驅動的個性化：來自實務和學術界的專家貢獻提供了針對數據驅動的行銷、銷售、服務和合規的具體解決方案。關鍵見解是：只有數據分析、人類同理心和清晰結構化的流程之間的相互作用，才能創造可持續的客戶忠誠度和經濟成功。因此，戰略和組織的前提條件也被帶入焦點。
這本編輯書籍的目標讀者是行銷和銷售領域的專業人士和高層主管，以及希望利用客戶數據設計未來導向商業模式的講師、研究人員和學生。它邀請讀者質疑現有流程並發現新的潛力。
「實務工作者如此公開和系統地分享他們的知識是非常罕見的。這本書正是這樣做的：經驗豐富的企業家、高層主管和數據科學家分享他們的專業知識。我希望鼓勵讀者將這本書的見解作為指南——在一個數據氾濫卻渴望清晰方向的世界中。這裡討論的策略和案例將激勵你將客戶智慧視為企業哲學的核心要素，而不是一項技術義務。最終，決定商業成功的不是數據的數量，而是如何智能地使用它。」
（教授 博士 博士榮譽多重學位 赫爾曼·西蒙，Simon-Kucher & Partners）
作者簡介
Emanuel Bayer is Professor of Business Administration - Marketing Management at the Baden-Wuerttemberg Cooperative State University in Mannheim and an expert in data-driven marketing. His teaching and research focus on Customer Intelligence and Marketing Analytics. Before his appointment as professor, he worked as a management consultant in the Inhouse Consulting division of Commerzbank, where he explored how companies can leverage their data for customer-centric use cases. He earned his Ph.D. in Quantitative Marketing under Prof. Dr. Bernd Skiera at Goethe University Frankfurt. His research has been published in leading academic journals such as the Journal of Marketing Research and the International Journal of Research in Marketing. In addition, his work has appeared in practice-oriented newspapers and magazines, including the Frankfurter Allgemeine Zeitung and the Harvard Business Review. He has received the prestigious Erich Gutenberg Prize for young researchers and several other awards, such as the HORIZONT Foundation Sponsorship Award and the Paul H. Repplinger Honorary Prize.
Manuel Marini builds data ecosystems that turn numbers into actionable insights. As founder and CEO of Marini Systems GmbH, he has been combining digital sales practices with data science for more than 25 years. After working at international technology companies such as SAP, he moved to Goethe University Frankfurt in 2008 to develop data-driven sales solutions. In 2011, he co-founded Marini Systems with Prof. Dr. Bernd Skiera. Today, the core of the company is the MARINI Customer Data Platform, which connects enterprise systems worldwide, enriches data sources, and delivers reliable insights.
Marini and his team advise companies around the globe, have built an international partner network, and several DAX-listed corporations rely on their services.
Today, Manuel Marini strategically deploys AI agents that autonomously optimize marketing and sales processes - from data acquisition to personalized customer engagement. Together with Prof. Dr. Emanuel Bayer, he developed the Customer Intelligence Evolution Framework (CIEF) and created the Smart Optimized Data Approach (SODA), proven methods that help companies implement digital projects faster, more securely, and with measurable added value.
作者簡介(中文翻譯)
Emanuel Bayer是巴登-符騰堡應用科技大學（Baden-Wuerttemberg Cooperative State University）商業管理 - 行銷管理的教授，並且是數據驅動行銷的專家。他的教學和研究專注於客戶智慧（Customer Intelligence）和行銷分析（Marketing Analytics）。在被任命為教授之前，他曾在德意志商業銀行（Commerzbank）的內部顧問部門擔任管理顧問，探索企業如何利用數據來實現以客戶為中心的應用案例。他在法蘭克福歌德大學（Goethe University Frankfurt）獲得了量化行銷（Quantitative Marketing）博士學位，指導教授為Prof. Dr. Bernd Skiera。他的研究成果已發表在《行銷研究期刊》（Journal of Marketing Research）和《行銷研究國際期刊》（International Journal of Research in Marketing）等領先的學術期刊上。此外，他的作品也出現在實務導向的報紙和雜誌中，包括《法蘭克福匯報》（Frankfurter Allgemeine Zeitung）和《哈佛商業評論》（Harvard Business Review）。他曾獲得年輕研究者的著名獎項——埃里希·古特堡獎（Erich Gutenberg Prize），以及其他幾個獎項，如HORIZONT基金會贊助獎（HORIZONT Foundation Sponsorship Award）和保羅·H·雷普林格榮譽獎（Paul H. Repplinger Honorary Prize）。
Manuel Marini建立數據生態系統，將數字轉化為可行的見解。作為Marini Systems GmbH的創始人兼首席執行官，他已經將數字銷售實踐與數據科學結合了超過25年。在SAP等國際科技公司工作後，他於2008年轉至法蘭克福歌德大學，開發數據驅動的銷售解決方案。2011年，他與Prof. Dr. Bernd Skiera共同創立了Marini Systems。如今，公司的核心是MARINI客戶數據平台（Customer Data Platform），該平台連接全球企業系統，豐富數據來源，並提供可靠的見解。
Marini和他的團隊為全球各地的公司提供建議，建立了國際合作夥伴網絡，並且多家DAX上市公司依賴他們的服務。
如今，Manuel Marini戰略性地部署AI代理，自動優化行銷和銷售流程——從數據獲取到個性化的客戶互動。與Prof. Dr. Emanuel Bayer共同開發了客戶智慧演進框架（Customer Intelligence Evolution Framework, CIEF），並創建了智能優化數據方法（Smart Optimized Data Approach, SODA），這些都是幫助企業更快、更安全且具有可衡量附加價值地實施數位專案的有效方法。
