Know Phase

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 2 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 35-80 from Springer

Abstract: Abstract Chapter 2 introduces the Know phase of the Marketing Technology Framework, which serves as the foundation for data-driven marketing. The goal is to create a comprehensive 360-degree customer view by consolidating all relevant customer data into a Unified Customer Profile (UCP). The chapter explains how companies can derive strategic marketing objectives from data, develop an effective data strategy, and build a scalable MarTech stack that integrates data from various sources. In addition, it presents methods for data harmonization, identity resolution, and AI-powered analysis that enable personalized customer journeys. Practical examples, best practices, and actionable recommendations support the successful implementation of data-driven marketing and help establish a solid foundation for the subsequent phases of the framework.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_2

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DOI: 10.1007/978-3-658-51166-1_2

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