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The invisible brand: marketing in the age of automation, big data, and machine learning

By: Material type: TextTextPublication details: McGraw Hill Education 2019 New YorkDescription: xiv, 298 p. Includes bibliographical references and indexISBN:
  • 9781260441253
Subject(s): DDC classification:
  • 658.80028563 A6I6
Summary: Marketers are harnessing the enormous power of AI to drive unprecedented results 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. https://www.mheducation.co.uk/the-invisible-brand-marketing-in-the-age-of-automation-big-data-and-machine-learning-9781260441253-emea#tab-label-product-description-title
List(s) this item appears in: Artificial Intelligence (AI)
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Item type Current library Item location Collection Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 39-B / Slot 2255 (2nd Floor, East Wing) Non-fiction General Stacks 658.80028563 A6I6 (Browse shelf(Opens below)) Available 200898

Table of contents

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
PART II
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

Marketers are harnessing the enormous power of AI to drive unprecedented results
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.

https://www.mheducation.co.uk/the-invisible-brand-marketing-in-the-age-of-automation-big-data-and-machine-learning-9781260441253-emea#tab-label-product-description-title

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