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Rise of the Platform Marketer : Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

By: Dempster, Craig.
Contributor(s): Lee, John.
Material type: TextTextSeries: eBooks on Demand.Publisher: Somerset : Wiley, 2015Description: 1 online resource (243 p.).ISBN: 9781119059998.Subject(s): Customer relations | Internet advertising | Internet marketing | Relationship marketing | Social media -- MarketingGenre/Form: Electronic books.Additional physical formats: Print version:: Rise of the Platform Marketer : Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising PlatformsDDC classification: 658.8/72 LOC classification: HF5415.1265 -- .D457 2015ebOnline resources: Click here to view this ebook.
Contents:
The Rise of the Platform Marketer -- Contents -- Foreword -- Preface -- Acknowledgments -- Chapter 1: The Age of the Customer -- Creating Competitive Advantage Through the Digital Audience Platforms -- The Mechanics of Addressability At Scale -- Digital Addressability -- The Digital Audience Platforms -- The Competencies -- Chapter 2: The Ad Tech Ecosystem -- Advertising Is As Old As Time Itself -- Digital Advertising Is Catching Up Fast -- But What Really Is This Ad Tech Ecosystem, and How Did It Come About? -- The Big Picture -- Understanding the Players
The Importance of Data in Online Advertising -- The Way the Money Flows -- Chapter 3: Introducing the Platform Marketer -- Identity Management -- Audience Management -- Consumer Privacy and Compliance -- Media Optimization -- Channel Optimization -- Experience Design and Creation -- Platform Utilization -- Measurement and Attribution -- The Technology Stack -- Enabling the Competencies of the Platform Marketer -- Organizing for Success -- A Deeper Look -- Chapter 4: Identity Management -- The Anatomy of Identity -- Terrestrial Identity -- Device Identity
Deterministic Versus Probabilistic Identification -- Digital Identity -- The Impact of the Audience Platforms on Identity Management -- The Identity Management Engine -- Finding the Known Person in an Anonymous World -- Seeing Uniqueness Across Multiple Devices -- Why Uniqueness Is So Important -- Chapter 5: Audience Management -- Why Audience Management Is Important -- Audience Management Tools -- When Segmentation Disappoints -- Activating Audiences -- Tying Audience Management to Marketing Performance -- Conclusion -- Chapter 6: The Privacy Paradox -- Consumer Concerns -- The ``Privacyscape´´
Government -- Industry -- Individuals -- The Platforms -- Privacy Policy -- Addressability and the Platform Marketer -- Identity Management -- Email Addresses -- Chapter 7: Media Optimization -- Evolution of Advertising Technologies -- Marketer Implications of the Ad Tech Evolution -- Audience and Context -- Competitive Advantage Lies in the Use of First-Party Data -- Fundamental Knowledge and Best Practices -- The ``Plumbing´´ Behind Media Buying -- Media Buying Tactics: Remarketing and Prospecting -- Publisher Inventory Quality -- Ad Decisioning -- Pricing Models
Programmatic Market Challenges -- Agency Holding Company Challenges -- Summary -- Chapter 8: Channel Optimization -- Definition -- What Is ``Channel´´? -- Personalization -- Conversation -- Multivariate Testing -- Site Optimization -- Automating Optimization (The Decision Engine) -- Scales of Targeting -- Content Considerations -- Getting Started -- Site Optimization Sample -- Channel Optimization Has Changed -- Chapter 9: Experience Design and Creation -- Creating With Insight -- What Makes a Great Creative Brief? -- Converting Customer Insight -- Beyond the Brief -- Optimizing Constantly
Raising the Bar
Summary: Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the ""always-on"" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing th
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Item type Current location Call number URL Status Date due Barcode
Electronic Book UT Tyler Online
Online
HF5415.1265 .D457 2015 (Browse shelf) http://uttyler.eblib.com/patron/FullRecord.aspx?p=1895341 Available EBL1895341

The Rise of the Platform Marketer -- Contents -- Foreword -- Preface -- Acknowledgments -- Chapter 1: The Age of the Customer -- Creating Competitive Advantage Through the Digital Audience Platforms -- The Mechanics of Addressability At Scale -- Digital Addressability -- The Digital Audience Platforms -- The Competencies -- Chapter 2: The Ad Tech Ecosystem -- Advertising Is As Old As Time Itself -- Digital Advertising Is Catching Up Fast -- But What Really Is This Ad Tech Ecosystem, and How Did It Come About? -- The Big Picture -- Understanding the Players

The Importance of Data in Online Advertising -- The Way the Money Flows -- Chapter 3: Introducing the Platform Marketer -- Identity Management -- Audience Management -- Consumer Privacy and Compliance -- Media Optimization -- Channel Optimization -- Experience Design and Creation -- Platform Utilization -- Measurement and Attribution -- The Technology Stack -- Enabling the Competencies of the Platform Marketer -- Organizing for Success -- A Deeper Look -- Chapter 4: Identity Management -- The Anatomy of Identity -- Terrestrial Identity -- Device Identity

Deterministic Versus Probabilistic Identification -- Digital Identity -- The Impact of the Audience Platforms on Identity Management -- The Identity Management Engine -- Finding the Known Person in an Anonymous World -- Seeing Uniqueness Across Multiple Devices -- Why Uniqueness Is So Important -- Chapter 5: Audience Management -- Why Audience Management Is Important -- Audience Management Tools -- When Segmentation Disappoints -- Activating Audiences -- Tying Audience Management to Marketing Performance -- Conclusion -- Chapter 6: The Privacy Paradox -- Consumer Concerns -- The ``Privacyscape´´

Government -- Industry -- Individuals -- The Platforms -- Privacy Policy -- Addressability and the Platform Marketer -- Identity Management -- Email Addresses -- Chapter 7: Media Optimization -- Evolution of Advertising Technologies -- Marketer Implications of the Ad Tech Evolution -- Audience and Context -- Competitive Advantage Lies in the Use of First-Party Data -- Fundamental Knowledge and Best Practices -- The ``Plumbing´´ Behind Media Buying -- Media Buying Tactics: Remarketing and Prospecting -- Publisher Inventory Quality -- Ad Decisioning -- Pricing Models

Programmatic Market Challenges -- Agency Holding Company Challenges -- Summary -- Chapter 8: Channel Optimization -- Definition -- What Is ``Channel´´? -- Personalization -- Conversation -- Multivariate Testing -- Site Optimization -- Automating Optimization (The Decision Engine) -- Scales of Targeting -- Content Considerations -- Getting Started -- Site Optimization Sample -- Channel Optimization Has Changed -- Chapter 9: Experience Design and Creation -- Creating With Insight -- What Makes a Great Creative Brief? -- Converting Customer Insight -- Beyond the Brief -- Optimizing Constantly

Raising the Bar

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the ""always-on"" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing th

Description based upon print version of record.

Author notes provided by Syndetics

<p> ERIC HEHMAN is Chief Executive Officer of Austin Asset. Eric joined Austin Asset in 1997 as an unpaid intern, became a principal in 1999, and CEO in 2007. In 2014, Eric completed the seven-year transition plan providing for the retirement of the firm's founder.</p> <p> JAY HUMMEL is a Senior Vice President in the Corporate Strategy group of Envestnet. He spends much of his time consulting with the company's largest Registered Investment Advisor (RIA) clients and prospects, helping them build and deliver on their strategic vision through their partnership with Envestnet.</p> <p> TIM KOCHIS is a 40-plus-year veteran of the wealth management industry and a founder and former CEO and Chairman of Aspiriant. He successfully transitioned equity ownership and management responsibility and now consults with firms around the world facing similar issues.</p>

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