Silver Medalist

2019 Axiom Business Book Awards
Business Technology category

Data Driven

Harnessing Data and AI to Reinvent Customer Engagement

By Tom Chavez, Chris O’Hara, Vivek Vaidya

The Book

Sure to be a classic, Data Driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.

A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies we have more data about consumers and their needs, wants, and affinities than ever before.

The Authors

Tom Chavez, Chris O’Hara and Vivek Vaidya have built careers in advancing some of the most groundbreaking technologies for data, analytics and AI.

Most recently they collaborated together to build Krux, the data management platform that was acquired by Salesforce in 2016. Tom Chavez and Vivek Vaidya went on to form super{set}, a venture studio that founds, funds and builds technology companies. Chris O’Hara leads global product marketing for Salesforce Marketing Cloud’s Data and Audiences group.


“There has never been a more bewildering―or exciting―time to be a brand, and Chavez, O’Hara, and Vaidya are the smartest guides we’ve got. Whether you’re a hard-headed marketer or just a curious soul, Data Driven shows you what makes modern data-driven brands succeed.”

– Martin Kihn, VP Research, Gartner, Inc., and author of House of Lies

“If you work in a business that depends on digital interaction with consumers, much of what you thought you knew has been upended in the last 10 years. This book is one of the fastest ways to quickly learn what you need to know to succeed, with real-world examples and frameworks you can use to effectively engage your audiences.”

– Alysia Borsia, CMO and Chief Data Officer, Meredith Corporation

Purchase the indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce!