Description
Book SynopsisDevelop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the always-on consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing''s increasingly rap
Table of Contents
Foreword David Williams vii
Preface ix
Acknowledgments xi
Chapter 1 The Age of the Customer 1
Chapter 2 The Ad Tech Ecosystem 21
Special Contributor: Anudit Vikram
Chapter 3 Introducing the Platform Marketer 39
Chapter 4 Identity Management 51
Special Contributor: Matthew Mobley
Chapter 5 Audience Management 63
Special Contributor: Peter Vandre
Chapter 6 The Privacy Paradox 75
Special Contributor: Bennie Smith
Chapter 7 Media Optimization 99
Special Contributor: Megan Pagliuca
Chapter 8 Channel Optimization 117
Special Contributor: Zimm Zimmermann
Chapter 9 Experience Design and Creation 133
Special Contributors: Patrick Collins and Kevin Walsh
Chapter 10 Audience Platform Utilization 151
Special Contributor: Matthew Naeger
Chapter 11 Measurement and Attribution 163
Special Contributor: Peter Vandre
Chapter 12 Marketing Technology Stack 177
Special Contributor: Matthew Mobley
Chapter 13 Organizing for Success 191
Special Contributors: Leah van Zelm and Peter Kemp
About the Authors 215
About Merkle 217
Index 219
