The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
Develop the skills and capabilities quickly becoming essential in the new marketing paradigm
2015
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 the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pac...
Foreword David Williams vii
Preface ix
Acknowledgments xi
+ Chapter 1: The Age of the Customer 1
+ Chapter 2: The Ad Tech Ecosystem 21
Special Contributor: Anudit Vikram
+ Chapter 3: Introducing the Platform Marketer 39
+ Chapter 4: Identity Management 51
Special Contributor: Matthew Mobley
+ Chapter 5: Audience Management 63
Special Contributor: Peter Vandre
+ Chapter 6: The Privacy Paradox 75
Special Contributor: Bennie Smith
+ Chapter 7: Media Optimization 99
Special Contributor: Megan Pagliuca
+ Chapter 8: Channel Optimization 117
Special Contributor: Zimm Zimmermann
+ Chapter 9: Experience Design and Creation 133
Special Contributors: Patrick Collins and Kevin Walsh
+ Chapter 10: Audience Platform Utilization 151
Special Contributor: Matthew Naeger
+ Chapter 11: Measurement and Attribution 163
Special Contributor: Peter Vandre
+ Chapter 12: Marketing Technology Stack 177
Special Contributor: Matthew Mobley
+ Chapter 13: Organizing for Success 191
Special Contributors: Leah van Zelm and Peter Kemp
About the Authors 215
About Merkle 217
Index 219
Dempster.C, Lee.J. The rise of the plattorm markrtter. John Wiley&Son.Inc, 2015
Bộ sưu tập số Lĩnh vực Kinh tế
Thứ Tư, 08:35 10/08/2022
Tài liệu Hướng dẫn khai thác và sử dụng tài nguyên thông tin Thư viện Đại học Công nghiệp Hà Nội năm 2024
Thứ Ba, 14:33 17/09/2024PGS.TS Nguyễn Thị Hồng Nga, Giám đốc - Trung tâm Đào tạo Sau đại học trao tặng 02 đầu sách ngoại văn cho Trung tâm Thông tin - Thư viện
Thứ Sáu, 07:37 24/05/2024Truy cập hàng triệu sách điện tử miễn phí với The Online Books Page
Thứ Hai, 08:38 22/01/2024Advances in Crowdfunding: Research and Practice
Thứ Hai, 14:03 28/10/2024An Introduction to C & GUI Programming
Thứ Hai, 13:54 28/10/2024The Official Raspberry Pi Handbook 2023
Thứ Hai, 13:47 28/10/2024Advancing Complexity Research in Earth Sciences and Geography
Thứ Hai, 13:37 28/10/2024Energy Saving, Storage and Carbon Emission Mitigation Application for Buildings
Thứ Hai, 13:30 28/10/2024The Truth Machine
Thứ Tư, 08:28 10/08/2022Becoming a Manager: How new managers master the challenges of leadership
Thứ Tư, 08:28 10/08/2022The Physics of Computing
Thứ Tư, 08:27 10/08/2022The object oriengted approach concepts system development and modeling with UML
Thứ Tư, 08:14 10/08/2022The O'Leary Series: Microsoft Office word 2003 Introductory
Thứ Tư, 08:05 10/08/2022Copyright © 2018 Hanoi University of Industry.
