Personalized Digital Advertising

How Data and Technology Are Transforming How We Market

Author: Diaz Nesamoney

Publisher: FT Press

ISBN: 0134031075

Category: Business & Economics

Page: 240

View: 8155

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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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.

Digital Advertising

Theory and Research

Author: Shelly Rodgers,Esther Thorson

Publisher: Taylor & Francis

ISBN: 1317225465

Category: Business & Economics

Page: 466

View: 4241

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Digital Advertising

Author: Andrew McStay

Publisher: Macmillan International Higher Education

ISBN: 1137013656

Category: Juvenile Nonfiction

Page: 208

View: 7099

The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments. From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way. Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.

Ogilvy on Advertising

Author: David Ogilvy

Publisher: Vintage

ISBN: 0804170053

Category: Social Science

Page: 224

View: 9438

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.

Leading Personalized and Digital Learning

A Framework for Implementing School Change

Author: Mary Ann Wolf,Elizabeth Bobst,Nancy Mangum

Publisher: N.A

ISBN: 9781682530924

Category: Education

Page: 200

View: 2542

Personalized and Digital Learning identifies eight "leadership essentials" that school leaders must attend to if they are to lead an effective and sustainable transition to this new way of teaching and learning--Provided by publisher.

Advances in Visual Informatics

Third International Visual Informatics Conference, IVIC 2013, Selangor, Malaysia, November 13-15, 2013, Proceedings

Author: Halimah Badioze Zaman,Peter Robinson,Patrick Olivier,Timothy K. Shih,Sergio Velastin

Publisher: Springer

ISBN: 3319029584

Category: Computers

Page: 799

View: 7966

This book constitutes the refereed proceedings of the Third International Conference on Advances in Visual Informatics, IVIC 2013, held in Selangor, Malaysia, in November 2013. The four keynotes and 69 papers presented were carefully reviewed and selected from various submissions. The papers focus on four tracks: computer visions and engineering; computer graphics and simulation; virtual and augmented reality; and visualization and social computing.

One-to-One Personalization in the Age of Machine Learning

Harnessing Data to Power Great Customer Experiences

Author: Karl Wirth,Katie Sweet

Publisher: BookBaby

ISBN: 0999369423

Category: Business & Economics

Page: 146

View: 9652

In a world cluttered with messages competing for people’s attention all of the time, marketers must surface relevant information if they want to capture the attention of their consumers or business buyers. And as consumers experience personalized experiences from other companies like Amazon, Netflix and Spotify, they grow to expect it from all the other companies they interact with, regardless of industry. One-to-one personalization is about tailoring an experience to a visitor or customer at the individual level. The experience could be on a website, mobile app, email, in-person, or any other channel where a person interacts with your brand or company. In contrast to a one-to-all experience (one that is the same for everyone) or a one-to-many experience (one that is targeted to a segment or group of people), a one-to-one experience is truly unique for each person. While marketers have dreamed of delivering one-to-one experiences for over 25 years, it has not been possible without machine learning. Machine learning can combine many different sources of data, draw insights about what that data says about an individual, and determine the most relevant experience to deliver — in a far more scalable way than has ever been possible in the past In One-to-One Personalization in the Age of Machine Learning, discover what one-to-one personalization is all about, how it has evolved and what the future entails. Learn how it's driven by machine learning, delivered across channels and powered by in-depth customer data. Get inspired by the potential for your business and gain insights on how to develop your own personalization strategy and program. Discover how to turn the one-to-one dream into a reality.

Ground Wars

Personalized Communication in Political Campaigns

Author: Rasmus Kleis Nielsen

Publisher: Princeton University Press

ISBN: 1400840449

Category: Political Science

Page: 256

View: 2356

Political campaigns today are won or lost in the so-called ground war--the strategic deployment of teams of staffers, volunteers, and paid part-timers who work the phones and canvass block by block, house by house, voter by voter. Ground Wars provides an in-depth ethnographic portrait of two such campaigns, New Jersey Democrat Linda Stender's and that of Democratic Congressman Jim Himes of Connecticut, who both ran for Congress in 2008. Rasmus Kleis Nielsen examines how American political operatives use "personalized political communication" to engage with the electorate, and weighs the implications of ground war tactics for how we understand political campaigns and what it means to participate in them. He shows how ground wars are waged using resources well beyond those of a given candidate and their staff. These include allied interest groups and civic associations, party-provided technical infrastructures that utilize large databases with detailed individual-level information for targeting voters, and armies of dedicated volunteers and paid part-timers. Nielsen challenges the notion that political communication in America must be tightly scripted, controlled, and conducted by a select coterie of professionals. Yet he also quashes the romantic idea that canvassing is a purer form of grassroots politics. In today's political ground wars, Nielsen demonstrates, even the most ordinary-seeming volunteer knocking at your door is backed up by high-tech targeting technologies and party expertise. Ground Wars reveals how personalized political communication is profoundly influencing electoral outcomes and transforming American democracy.

The Daily You

How the New Advertising Industry Is Defining Your Identity and Your Worth

Author: Joseph Turow

Publisher: Yale University Press

ISBN: 0300165013

Category: Social Science

Page: 256

View: 4859

The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaper The Daily Me—and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflects diminished consumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don’t know they are collecting and individualized profiles we don’t know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a “target” or “waste” or placed in one of the industry’s finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online? Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets—and what can be done to stop it.

Tapping the Power of Personalized Learning

A Roadmap for School Leaders

Author: James Rickabaugh

Publisher: ASCD

ISBN: 1416621601

Category: Education

Page: 148

View: 8296

In this powerful new book, James Rickabaugh, former superintendent and current director of the Institute for Personalized Learning (IPL), presents the groundbreaking results of the Institute’s half-decade of research, development, and practice: a simple but powerful model for personalizing students’ learning experiences by building their levels of commitment, ownership, and independence. Tried and rigorously tested in urban, suburban, and rural districts--and in different academic and economic settings--the IPL model has been proven to enhance student engagement and achievement at all levels. Rickabaugh provides principals and other top-level leaders with * Step-by-step guidance for implementing the model; * A detailed overview of the research and work behind the model’s development; * A complete introduction to the heart of the model—a comprehensive, multi-layered framework centered on the three core components of learner profiles, customized learning paths, and proficiency-based progress; * Tools and activities for assessing and adjusting the model to meet the specific needs of students and staff; * Strategies for increasing and reinforcing enthusiasm for the change process among everyone involved, from the classroom to the greater community; and * An abundance of real-life examples and reflections from students, teachers, principals, and superintendents whose schools have flourished in record time and with minimal additional funding or resources. Tapping the Power of Personalized Learning offers a blueprint that dramatically improves student outcomes and prepares today’s learners to meet life’s challenges in college and beyond.

Ultimate Guide to Facebook Advertising

How to Access 1 Billion Potential Customers in 10 Minutes

Author: Perry Marshall,Keith Krance,Thomas Meloche

Publisher: Entrepreneur Press

ISBN: 161308370X

Category: Business & Economics

Page: 421

View: 9772

NEW CUSTOMERS ARE WAITING... FIND THEM ON FACEBOOKFacebook makes it easy for businesses like yours to share photos, videos, and posts to reach, engage, and sell to more than 1 billion active users. Advertising expert Perry Marshall is joined by co-authors Keith Krance and Thomas Meloche as he walks you through Facebook Advertising and its nuances to help you pinpoint your ideal audience and gain a ten-fold return on your investment. Now in its third edition, Ultimate Guide to Facebook Advertising takes you further than Facebook itself by exploring what happens before customers click on your ads and what needs to happen after—10 seconds later, 10 minutes later, and in the following days and weeks. You'll discover how to: Maximize your ad ROI with newsfeeds, videos, and branded content Create custom audiences from your contact lists, video views, and page engagement Use the Facebook Campaign Blueprint proven to generate your first 100 conversions Boost your Facebook ads using the Audience Network and Instagram Follow the three-step formula for successful video ads Maximize campaigns and increase conversions on all traffic to your website Track and retarget engaged users by leveraging the Power of the Pixel Make every page on your website 5-10 percent more effective overnight "If anybody can make practical sense of Facebook for marketers, it's Perry. He has his finger on its truth—as advertising media, not social media. He also realizes there is a short window of time during which it offers greatest opportunity. He identified this with Google AdWords. Now, this book shows how to capitalize on ideal timing with this media. Finally, he is a well-disciplined direct-response practitioner who holds this accountable for ROI. I bestow my 'No B.S.' blessing." —Dan S. Kennedy, legendary direct marketing advisor and author of the No B.S. series.

Personalized Reading: Digital Strategies and Tools to Support All Learners

Author: Michele Haiken,L. Robert Furman

Publisher: International Society for Technology in Education

ISBN: 9781564846877

Category: Education

Page: 200

View: 7724

Due to the diversity of readers in today's classrooms, teachers are called upon to teach not reading, but readers. Personalized Reading highlights four different types of readers -- the struggling reader, the reluctant reader, English learners and advanced readers -- and presents ways to use technology tools to accommodate their different reading styles. With this book, teachers will develop the skills they need to help students select their own texts, conduct reading workshops and teach students to read both print and visual texts, while identifying what works best for each student to maximize learning and potential. The strategies and classroom-ready ideas presented here will help educators incorporate technology to promote reading, critical thinking and digital literacy, and will answer questions like: How can teachers meet the needs of all learners to help them think critically and communicate effectively? How can teachers approach reading of visual, print and digital text? This book will: help teachers empower students with the skills and strategies they need for reading success, and to find joy in reading; inspire teachers to think beyond the text to help meet students where they are and raise the level of thinking about teaching readers; and provide activities and lessons to help support the diverse learners that enter the classroom, highlighting a variety of technology tools to tap into the multifaceted texts students can access.

The Filter Bubble

How the New Personalized Web Is Changing What We Read and How We Think

Author: Eli Pariser

Publisher: Penguin

ISBN: 1101515120

Category: Technology & Engineering

Page: 304

View: 9455

An eye-opening account of how the hidden rise of personalization on the Internet is controlling-and limiting-the information we consume. In December 2009, Google began customizing its search results for each user. Instead of giving you the most broadly popular result, Google now tries to predict what you are most likely to click on. According to MoveOn.org board president Eli Pariser, Google's change in policy is symptomatic of the most significant shift to take place on the Web in recent years-the rise of personalization. In this groundbreaking investigation of the new hidden Web, Pariser uncovers how this growing trend threatens to control how we consume and share information as a society-and reveals what we can do about it. Though the phenomenon has gone largely undetected until now, personalized filters are sweeping the Web, creating individual universes of information for each of us. Facebook-the primary news source for an increasing number of Americans-prioritizes the links it believes will appeal to you so that if you are a liberal, you can expect to see only progressive links. Even an old-media bastion like The Washington Post devotes the top of its home page to a news feed with the links your Facebook friends are sharing. Behind the scenes a burgeoning industry of data companies is tracking your personal information to sell to advertisers, from your political leanings to the color you painted your living room to the hiking boots you just browsed on Zappos. In a personalized world, we will increasingly be typed and fed only news that is pleasant, familiar, and confirms our beliefs-and because these filters are invisible, we won't know what is being hidden from us. Our past interests will determine what we are exposed to in the future, leaving less room for the unexpected encounters that spark creativity, innovation, and the democratic exchange of ideas. While we all worry that the Internet is eroding privacy or shrinking our attention spans, Pariser uncovers a more pernicious and far- reaching trend on the Internet and shows how we can- and must-change course. With vivid detail and remarkable scope, The Filter Bubble reveals how personalization undermines the Internet's original purpose as an open platform for the spread of ideas and could leave us all in an isolated, echoing world.

Trends and Advances in Information Systems and Technologies

Author: Álvaro Rocha,Hojjat Adeli,Luís Paulo Reis,Sandra Costanzo

Publisher: Springer

ISBN: 3319777009

Category: Computers

Page: 406

View: 3619

This book includes a selection of papers from the 2018 World Conference on Information Systems and Technologies (WorldCIST'18), held in Naples, Italy on March27-29, 2018. WorldCIST is a global forum for researchers and practitioners to present and discuss recent results and innovations, current trends, professional experiences and the challenges of modern information systems and technologies research together with their technological development and applications. The main topics covered are: A) Information and Knowledge Management; B) Organizational Models and Information Systems; C) Software and Systems Modeling; D) Software Systems, Architectures, Applications and Tools; E) Multimedia Systems and Applications; F) Computer Networks, Mobility and Pervasive Systems; G) Intelligent and Decision Support Systems; H) Big Data Analytics and Applications; I) Human–Computer Interaction; J) Ethics, Computers & Security; K) Health Informatics; L) Information Technologies in Education; M) Information Technologies in Radiocommunications; N) Technologies for Biomedical Applications.

Students at the Center

Personalized Learning with Habits of Mind

Author: Bena Kallick,Allison Zmuda

Publisher: ASCD

ISBN: 1416623248

Category: Education

Page: 160

View: 4176

Educators’ most important work is to help students develop the intellectual and social strength of character necessary to live well in the world. The way to do this, argue authors Bena Kallick and Allison Zmuda, is to increase the say students have in their own learning and prepare them to navigate complexities they face both inside and beyond school. This means rethinking traditional teacher and student roles and re-examining goal setting, lesson planning, assessment, and feedback practices. It means establishing classrooms that prioritize ▪ Voice—Involving students in “the what” and “the how” of learning and equipping them to be stewards of their own education. ▪ Co-creation—Guiding students to identify the challenges and concepts they want to explore and outline the actions they will take. ▪ Social construction—Having students work with others to theorize, pursue common goals, build products, and generate performances. ▪ Self-discovery—Teaching students to reflect on their own developing skills and knowledge so that they will acquire new understandings of themselves and how they learn. Based on their exciting work in the field, Kallick and Zmuda map out a transformative model of personalization that puts students at the center and asks them to employ the set of dispositions for engagement and learning known as the Habits of Mind. They share the perspectives of educators engaged in this work; highlight the habits that empower students to pursue aspirations, investigate problems, design solutions, chase curiosities, and create performances; and provide tools and recommendations for adjusting classroom practices to facilitate learning that is self-directed, dynamic, sometimes messy, and always meaningful.

The Rise of the Platform Marketer

Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

Author: Craig Dempster,John Lee

Publisher: John Wiley & Sons

ISBN: 1119059798

Category: Business & Economics

Page: 240

View: 4897

Develop 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 rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.

Personalized Digital Television

Targeting Programs to Individual Viewers

Author: Liliana Ardissono,Alfred Kobsa,Mark T. Maybury

Publisher: Springer Science & Business Media

ISBN: 1402021631

Category: Computers

Page: 321

View: 1569

TV viewers today are exposed to overwhelming amounts of information, and challenged by the plethora of interactive functionality provided by current set-top boxes. To ensure broad adoption of this technology by consumers, future Digital Television will have to take usability issues thoroughly into account. In particular, serious attention must be paid to facilitate the selection of content on an individual basis, and to provide easy-to-use interfaces that satisfy viewers' interaction requirements. This volume collects selected research reports on the development of personalized services for Interactive TV. Drawing upon contributions from academia and industry in the US, Europe and Asia, this book represents a comprehensive picture of leading edge research in personalized television.

Digital Signage

Software, Networks, Advertising, and Displays: A Primer for Understanding the Business

Author: Jimmy Schaeffler

Publisher: Taylor & Francis

ISBN: 1136031537

Category: Language Arts & Disciplines

Page: 296

View: 7244

Digital Signage gives you macro and micro views of the burgeoning digital signage industry. Whether you are looking for new opportunities or to expand your business, with this book you will be able to clearly understand and accurately analyze the developments, trends and projections. As part of the NAB Executive Technology Briefing series, this book features the future impact of the technology across many different industries and platforms. Explanations of hardware such as displays, servers, and PCs, software such as dynamic on-screen content and software management programs, and technologies like systems integrations and network infrastructures are all covered.

The On-Demand Brand

10 Rules for Digital Marketing Success in an Anytime, Everywhere World

Author: Rick MATHIESON

Publisher: AMACOM Div American Mgmt Assn

ISBN: 0814415741

Category: Business & Economics

Page: 304

View: 2022

Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.

The Logic of Connective Action

Digital Media and the Personalization of Contentious Politics

Author: W. Lance Bennett,Alexandra Segerberg

Publisher: Cambridge University Press

ISBN: 1107025745

Category: Business & Economics

Page: 256

View: 3577

The Logic of Connective Action shows how political action is coordinated and power is organized in communication-based networks, and what political outcomes may result.