000			03573cam a2200397 i 4500
001			20878614
003			OSt
005			20230316165316.0
008			190306s2019 nyua 000 0 eng
010			_a 2019010692
020			_a9781260441253 _q(hardback)
020			_a1260441253
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415.A59
082	0	0	_a658.800285/63 _223
084			_aBUS043000 _2bisacsh
100	1		_aAmmerman, William _91009
245	1	4	_aThe invisible brand : marketing in the age of automation, big data, and machine learning. / _cWilliam Ammerman.
264		1	_aNew York : _bMcGraw-Hill Education, _c2019.
300			_axiv, 298 p. : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
505			_aContents: Emergence: The invisible brand takes over -- The roots of the invisible brand in digital advertising -- Persuasion equations -- Infinite data from smarter things -- Beyond the Turing test -- Synthesis: Marketing with psychotechnology -- Nature versus nurture versus neural networks -- The algorithmic economy -- Privacy, propaganda and politics -- The God algorithm -- Conclusion --
520			_a"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"-- _cProvided by publisher.
520			_a"A roadmap to harnessing the power of artificial intelligence for maximum marketing results-from a nationally recognized thought leader"-- _cProvided by publisher.
650		0	_aMarketing. _925
650		0	_aArtificial intelligence. _91010
650		0	_aMachine learning. _91011
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh _91012
776	0	8	_iOnline version: _aAmmerman, William, 1967- author. _tInvisible brand _dNew York : McGraw-Hill Education, [2019] _z9781260441260 _w(DLC) 2019013521
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c9423 _d16923