Personalized Digital Advertising: How Data and Technology Are Transforming How We Market - Hardcover

Nesamoney, Diaz

Hardcover

ISBN 10: 0134030109 ISBN 13: 9780134030104

Publisher: Pearson FT Press, 2015

Synopsis

This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it!

 

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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual.

 

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 anticipating 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.

 

Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

About this title

Product Description:

[ Personalized Digital Advertising: How Data and Technology Are Transforming How We Market By ( Author ) Apr-2015 Hardcover

From the Back Cover:

“Finally, a definitive handbook for the modern marketer. Having spent more than 20 years as a developer and then as an entrepreneur and CEO, Diaz Nesamoney has a uniquely instructive vantage point on the digital landscape. To that end, he has distilled difficult concepts into easily understandable morsels and done so in prose that is authoritative, accessible, and entertaining. For the neophyte, the book serves as an invaluable guide to the foundations of marketing and advertising; for the experienced marketer, the book provides a compelling look into the future of advertising. Equal part handbook and oracle, Personalized Digital Advertising is a definitive work for anyone who works in or is simply interested in the evolution of advertising. Don Draper would be jealous.”
--Gregg Colvin, Chief Operating Officer, Universal McCann

“The digital advertising revolution, now 20 years old, is finally on the cusp of achieving its full promise of truly personalized ad experiences at scale. ‘The right message to the right person at the right time and place’ is the oft-cited but rarely attained advertiser nirvana. Market conditions have changed dramatically in recent years, however, moving us tantalizingly close to its realization. Nesamoney makes the complex comprehensible and provides a lucid field guide for practitioners to understand, internalize, and practically deliver on this powerful promise.”
--Peter Minnium, Head of Digital Brand Initiatives, Interactive Advertising Bureau

“When it comes to using data to transform how marketers compete in a digital world, Personalized Digital Advertising is an excellent guide into the techniques and technologies that marketers need.”
--Omar Tawakol, GM Oracle Data Cloud, Oracle Corporation

A massive wave of data-driven personalization is sweeping through the world of digital marketing, finally enabling you to cost-effectively personalize marketing at scale. Now, writing for decision-makers and professionals in all marketing, branding, media, or creative roles, Diaz Nesamoney shows exactly how to drive maximum value from personalization.

This 100% practical guide demystifies today’s options--and tomorrow’s. Nesamoney helps you evaluate and apply breakthrough solutions for managing data, producing and serving ads, personalizing based on location, and much more. He also previews a wide spectrum of emerging opportunities, ranging from trigger-based media activation to cloud-linked wearable devices. You’ll learn how to use these solutions to achieve maximum relevance in all your messaging, all the time.

In an era where personalization takes only milliseconds, total personalization will soon be an absolute requirement. You can wait and then desperately play catch-up. Or you can read this book, deliver results from personalization now, and leave your competitors in the dust.

Minority Report was just the beginning
Welcome to the age of ubiquitous personalized advertising based on ubiquitous Big Data
Be your customer’s last point of pre-purchase influence
Personalize for today’s unpredictable customer purchase journeys
The elements of personalized digital marketing
All you really need to know about data, rules, events, and algorithms
Making it all come together in the real world
Real case studies, real results

About this edition

• Publisher: Pearson FT Press
• Publication date: 2015
• ISBN 10: 0134030109
• ISBN 13: 9780134030104
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224