000			02575nam a2200229Ia 4500
003			NULRC
005			20250520102740.0
008			250520s9999 xx 000 0 und d
020			_a9781119059721
040			_cNULRC
050			_aHF 5415.1265 .D457 2015
100			_aDempster, Craig _eauthor
245		4	_aThe rise of the platform marketer: _bPerformance marketing with google, facebook, and twitter, plus the latest high-growth digital advertising platforms / _cCraig Dempster and John Lee
260			_aHoboken, New Jersey : _bWiley, _cc2015
300			_axii, 228 pages : _billustrations ; _c24 cm.
365			_bUSD20.4
504			_aIncludes index.
505			_aChapter 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
520			_aThe 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.
650			_aMARKETING
942			_2lcc _cBK
999			_c14384 _d14384