000 03915cam a22002415i 4500
008 150127s2015 inu 000 0 eng
020 _a9780134030104
082 _a659.144
100 1 _aNesamoney, Diaz.
245 1 0 _aPersonalized digital advertising: how data and technology are transforming how we market
260 _aOld Tappan
_bPearson Education, Inc.
300 _axiv, 223 p.
504 _aTable of Content Foreword x Acknowledgments xiii About the Author xv Part I: Digital Advertising, Continuous Disruption Chapter 1: The Talking Billboard 1 Chapter 2: Reach vs. Relevance 7 Chapter 3: Digital Disruption: The Proliferation and Personalization of Media 11 Chapter 4: Data in Advertising 17 Chapter 5: The Customer Purchase Journey: Increasing Relevance and Engagement 23 Chapter 6: Targeting vs. Personalization 31 Chapter 7: Native Advertising, Content Marketing, and Personalization 35 Chapter 8: Dynamic Creative Optimization vs. Personalization 39 Chapter 9: Twitter Comes to Display Advertising 43 Part II: Dynamic Advertising Key Concepts Chapter 10: Data, Events, and Rules 47 Chapter 11: The Role of Programmatic Platforms in Personalized Advertising 63 Chapter 12: Ad Formats 67 Chapter 13: Planning for a Data-Driven Dynamic Advertising Campaign 71 Chapter 14: Measurement, ROI, and Optimization of Personalized Ad Campaigns 81 Part III: Technology for Personalization Chapter 15: Data-Driven Dynamic Ad Products for Publishers 93 Chapter 16: Developing Big Data for Personalization 99 Chapter 17: Content Development for Personalization 119 Chapter 18: Technology for Developing Data-Driven Advertisements 125 Chapter 19: Conversion Tracking and Attribution 143 Chapter 20: Case Studies 147 Chapter 21: Privacy 169 Chapter 22: The Future 173 Chapter 23: Industry Perspectives 181 Appendix A: Sample Worksheets for Dynamic Ad Campaigns 191 Glossary 207 Index 213
520 _aDigital 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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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: • New data management platforms • Advanced solutions for offline, mobile, and location data • Powerful new ad production and serving technologies 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. (https://www.pearsonhighered.com/program/Nesamoney-Personalized-Digital-Advertising-How-Data-and-Technology-Are-Transforming-How-We-Market/PGM78638.html)
650 _aAdvertising
650 _aInternet advertising
650 _aDigital media
650 _aConsumer behavior
650 _aConsumers - Research
650 _aInternet marketing
650 _aWeb personalization
942 _cBK
999 _c201881