The rise of the platform marketer: Performance marketing with google, facebook, and twitter, plus the latest high-growth digital advertising platforms / Craig Dempster and John Lee

Includes index.

Chapter 1 The Age of the Customer -- Chapter 2 The Ad Tech Ecosystem Special Contributor: Anudit Vikram -- Chapter 3 Introducing the Platform Marketer -- Chapter 4 Identity Management Special Contributor: Matthew Mobley -- Chapter 5 Audience Management Special Contributor: Peter Vandre -- Chapter 6 The Privacy Paradox Special Contributor: Bennie Smith -- Chapter 7 Media Optimization Special Contributor: Megan Pagliuca -- Chapter 8 Channel Optimization Special Contributor: Zimm Zimmermann -- Chapter 9 Experience Design and Creation Special Contributors: Patrick Collins and Kevin Walsh -- Chapter 10 Audience Platform Utilization Special Contributor: Matthew Naeger -- Chapter 11 Measurement and Attribution Special Contributor: Peter Vandre -- Chapter 12 Marketing Technology Stack Special Contributor: Matthew Mobley -- Chapter 13 Organizing for Success Special Contributors: Leah van Zelm and Peter Kemp

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 pace with marketing's increasingly rapid evolution and capabilities.