Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 33000000006855 | HF5415 A46 2019 | Open Access Book | Book | Searching... |
On Order
Summary
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.
Author Notes
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.
Reviews 1
Booklist Review
The online era allows us to bypass TV ads, find the best price for anything, and track down product reviews. It also allows marketers to lurk behind the scenes, gathering information. Ammerman, Executive Vice President of Digital Media at Six Sails Group, delivers a book that peels back the layers of these surveillance techniques. He defines marketing today as a convergence of four areas of innovation: personalized information, the science of persuasion, machine learning, and voice-based interactions between humans and computers. Together, these are what he calls psychotechnology, a mash-up of psychology and technology. He examines the familiar, such as targeted ads based on internet searches, as well as the unexpected, like the city of Chicago's open data project where professionals and researchers worked together to solve the city's rat problem using predictive analytics. These and other examples will engage readers. Many will find this book relevant and insightful, including marketers, as well as high school and college students.--Jennifer Adams Copyright 2019 Booklist
Table of Contents
| Acknowledgments | p. ix |
| Introduction | p. xi |
| Part I Emergence | |
| Chapter 1 The Invisible Brand Takes Over | p. 3 |
| Chapter 2 The Roots of the Invisible Brand in Digital Advertising | p. 19 |
| Chapter 3 Persuasion Equations | p. 47 |
| Chapter 4 Infinite Data from Smarter Things | p. 77 |
| Chapter 5 Beyond the Turing Test | p. 113 |
| Part II Synthesis | |
| Chapter 6 Marketing with Psychotechnology | p. 143 |
| Chapter 7 Nature Versus Nurture Versus Neural Networks | p. 171 |
| Chapter 8 The Algorithmic Economy | p. 193 |
| Chapter 9 Privacy, Propaganda, and Politics | p. 223 |
| Chapter 10 The God Algorithm | p. 253 |
| Conclusion | p. 263 |
| Author's Note | p. 265 |
| Notes | p. 267 |
| Index | p. 285 |
