The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning
McGraw-Hill Education (Verlag)
978-1-260-44125-3 (ISBN)
The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns—all in real time. What’s next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact.
The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift—while delivering the information and insight you need to stay ahead of the game.
Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You’ll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers’ buying decisions. You’ll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you’ll find unmatched insight into how to harness the power of artificial intelligence for maximum results.
As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal—and capitalizing on it with AI.
William Ammerman is Executive Vice President of Digital Media at Six Sails Group. As Global Head of Advertising for Frankly Inc., he managed digital advertising for hundreds of television stations, including their websites, mobile apps, and connected television (OTT) platforms. Prior to that, Ammerman was Tribune Media's Vice President of Programmatic and Data-Driven Revenue, and held senior advertising positions with Hearst Television and Capitol Broadcasting. He has a master's from the UNC School of Media & Journalism and has completed post-graduate work in artificial intelligence at MIT.
Acknowledgments
Introduction
PART I
EMERGENCE
Chapter 1
The Invisible Brand Takes Over
Chapter 2
The Roots of the Invisible Brand
in Digital Advertising
Chapter 3
Persuasion Equations
Chapter 4
Infinite Data from Smarter Things
Chapter 5
Beyond the Turing Test
P A R T I I
SYNTHESIS
Chapter 6
Marketing with Psychotechnology
Chapter 7
Nature Versus Nurture Versus
Neural Networks
Chapter 8
The Algorithmic Economy
Chapter 9
Privacy, Propaganda, and Politics
Chapter 10
The God Algorithm
Conclusion
Author’s Note
Notes
Index
| Erscheinungsdatum | 08.06.2019 |
|---|---|
| Verlagsort | OH |
| Sprache | englisch |
| Gewicht | 549 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-260-44125-3 / 1260441253 |
| ISBN-13 | 978-1-260-44125-3 / 9781260441253 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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