Tous nos rayons

Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning
Ajouter à une liste

Librairie Eyrolles - Paris 5e
Indisponible

The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning

The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning

William Ammerman

320 pages, parution le 20/07/2019

Résumé

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.

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

P A R T I I
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

William Ammerman is Executive Vice President of Digital Media at Six Sails Group. As Global Head of Advertising for Frankly Inc., he managed digital advertising for hundreds of television stations, including their websites, mobile apps, and connected television (OTT) platforms. Prior to that, Ammerman was Tribune Media's Vice President of Programmatic and Data-Driven Revenue, and held senior advertising positions with Hearst Television and Capitol Broadcasting. He has a master's from the UNC School of Media & Journalism and has completed post-graduate work in artificial intelligence at MIT.

Caractéristiques techniques

  PAPIER
Éditeur(s) Mc Graw Hill
Auteur(s) William Ammerman
Parution 20/07/2019
Nb. de pages 320
EAN13 9781260441253

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients sav.client@eyrolles.com
librairie française
Librairie française depuis 1925
Recevez nos newsletters
Vous serez régulièrement informé(e) de toutes nos actualités.
Inscription