Personalized digital advertising: how data and technology are transforming how we market (Record no. 201881)

000 -LEADER
fixed length control field 03915cam a22002415i 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 150127s2015 inu 000 0 eng
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780134030104
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.144
Item number N3P3
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Nesamoney, Diaz.
9 (RLIN) 332769
245 10 - TITLE STATEMENT
Title Personalized digital advertising: how data and technology are transforming how we market
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc Old Tappan
Name of publisher, distributor, etc Pearson Education, Inc.
Date of publication, distribution, etc 2015
300 ## - PHYSICAL DESCRIPTION
Extent xiv, 223 p.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Table of Content<br/><br/>Foreword x<br/><br/>Acknowledgments xiii<br/><br/>About the Author xv<br/><br/>Part I: Digital Advertising, Continuous Disruption <br/><br/>Chapter 1: The Talking Billboard 1<br/>Chapter 2: Reach vs. Relevance 7<br/>Chapter 3: Digital Disruption: The Proliferation and Personalization of Media 11<br/>Chapter 4: Data in Advertising 17<br/>Chapter 5: The Customer Purchase Journey: Increasing Relevance and Engagement 23<br/>Chapter 6: Targeting vs. Personalization 31<br/>Chapter 7: Native Advertising, Content Marketing, and Personalization 35<br/>Chapter 8: Dynamic Creative Optimization vs. Personalization 39<br/>Chapter 9: Twitter Comes to Display Advertising 43<br/><br/>Part II: Dynamic Advertising Key Concepts <br/><br/>Chapter 10: Data, Events, and Rules 47<br/>Chapter 11: The Role of Programmatic Platforms in Personalized Advertising 63<br/>Chapter 12: Ad Formats 67<br/>Chapter 13: Planning for a Data-Driven Dynamic Advertising Campaign 71<br/>Chapter 14: Measurement, ROI, and Optimization of Personalized Ad Campaigns 81<br/><br/>Part III: Technology for Personalization <br/><br/>Chapter 15: Data-Driven Dynamic Ad Products for Publishers 93<br/>Chapter 16: Developing Big Data for Personalization 99<br/>Chapter 17: Content Development for Personalization 119<br/>Chapter 18: Technology for Developing Data-Driven Advertisements 125<br/>Chapter 19: Conversion Tracking and Attribution 143<br/>Chapter 20: Case Studies 147<br/>Chapter 21: Privacy 169<br/>Chapter 22: The Future 173<br/>Chapter 23: Industry Perspectives 181<br/><br/>Appendix A: Sample Worksheets for Dynamic Ad Campaigns 191<br/><br/>Glossary 207<br/><br/>Index 213<br/><br/><br/>
520 ## - SUMMARY, ETC.
Summary, etc Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, one of the field's leading entrepreneurs demystifies today's advertising and marketing technologies, and shows non-technical marketers exactly how to leverage them to deliver individually-targeted messages to every customer and prospect. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: <br/>• New data management platforms<br/>• Advanced solutions for offline, mobile, and location data<br/>• Powerful new ad production and serving technologies<br/>Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for understanding user intent. He concludes by introducing the Digital Advertising Technology Stack – a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization – and performance.<br/><br/><br/>(https://www.pearsonhighered.com/program/Nesamoney-Personalized-Digital-Advertising-How-Data-and-Technology-Are-Transforming-How-We-Market/PGM78638.html)<br/>
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising
9 (RLIN) 41461
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet advertising
9 (RLIN) 59670
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Digital media
9 (RLIN) 56248
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumer behavior
9 (RLIN) 55858
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Consumers - Research
9 (RLIN) 95223
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Internet marketing
9 (RLIN) 47660
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Web personalization
9 (RLIN) 332770
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Permanent location Current location Shelving location Date acquired Source of acquisition Cost, normal purchase price Item location Total Checkouts Total Renewals Full call number Barcode Date last seen Date last borrowed Cost, replacement price Koha item type
          Non-fiction Vikram Sarabhai Library Vikram Sarabhai Library General Stacks 09/05/2016 71 2585.84 Slot 2218 (2 Floor, East Wing) 4 3 659.144 N3P3 192130 15/02/2019 04/02/2019 3251.00 Books

Powered by Koha