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

by William Ammerman

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Overview

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.

Product Details

ISBN-13: 9781260441253
Publisher: McGraw-Hill Professional Publishing
Publication date: 06/13/2019
Pages: 320
Sales rank: 598,621
Product dimensions: 5.90(w) x 9.10(h) x 1.30(d)

About the Author

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.

Table of Contents

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

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