Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, by Diaz Nesamoney
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Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, by Diaz Nesamoney
Free PDF Ebook Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, by Diaz Nesamoney
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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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.
Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, by Diaz Nesamoney- Amazon Sales Rank: #491835 in eBooks
- Published on: 2015-03-31
- Released on: 2015-03-31
- Format: Kindle eBook
From the Back Cover “Finally, a definitive handbook for the modern marketer. Having spent more than 20 years as a developer and then as an entrepreneur and CEO, Diaz Nesamoney has a uniquely instructive vantage point on the digital landscape. To that end, he has distilled difficult concepts into easily understandable morsels and done so in prose that is authoritative, accessible, and entertaining. For the neophyte, the book serves as an invaluable guide to the foundations of marketing and advertising; for the experienced marketer, the book provides a compelling look into the future of advertising. Equal part handbook and oracle, Personalized Digital Advertising is a definitive work for anyone who works in or is simply interested in the evolution of advertising. Don Draper would be jealous.”--Gregg Colvin, Chief Operating Officer, Universal McCann “The digital advertising revolution, now 20 years old, is finally on the cusp of achieving its full promise of truly personalized ad experiences at scale. ‘The right message to the right person at the right time and place’ is the oft-cited but rarely attained advertiser nirvana. Market conditions have changed dramatically in recent years, however, moving us tantalizingly close to its realization. Nesamoney makes the complex comprehensible and provides a lucid field guide for practitioners to understand, internalize, and practically deliver on this powerful promise.”--Peter Minnium, Head of Digital Brand Initiatives, Interactive Advertising Bureau “When it comes to using data to transform how marketers compete in a digital world, Personalized Digital Advertising is an excellent guide into the techniques and technologies that marketers need.”--Omar Tawakol, GM Oracle Data Cloud, Oracle Corporation A massive wave of data-driven personalization is sweeping through the world of digital marketing, finally enabling you to cost-effectively personalize marketing at scale. Now, writing for decision-makers and professionals in all marketing, branding, media, or creative roles, Diaz Nesamoney shows exactly how to drive maximum value from personalization. This 100% practical guide demystifies today’s options--and tomorrow’s. Nesamoney helps you evaluate and apply breakthrough solutions for managing data, producing and serving ads, personalizing based on location, and much more. He also previews a wide spectrum of emerging opportunities, ranging from trigger-based media activation to cloud-linked wearable devices. You’ll learn how to use these solutions to achieve maximum relevance in all your messaging, all the time. In an era where personalization takes only milliseconds, total personalization will soon be an absolute requirement. You can wait and then desperately play catch-up. Or you can read this book, deliver results from personalization now, and leave your competitors in the dust. Minority Report was just the beginning Welcome to the age of ubiquitous personalized advertising based on ubiquitous Big Data Be your customer’s last point of pre-purchase influence Personalize for today’s unpredictable customer purchase journeys The elements of personalized digital marketingAll you really need to know about data, rules, events, and algorithms Making it all come together in the real world Real case studies, real results
About the Author Diaz Nesamoney is an accomplished technology entrepreneur who founded three successful technology companies. Currently Diaz is Founder, President, and CEO of Jivox, a company that provides a technology platform for personalized advertising. He was previously Cofounder, President, and Chief Operating Officer at Informatica (NASDAQ:INFA), which he took from a startup to a publicly traded company in 1999. Informatica pioneered data integration software as a category and is now the market leader with more than $1 billion in revenue and a $4.5 billion market capitalization. Before founding Jivox, he founded Celequest, raised more than $20 million in venture capital, and served as its CEO until early 2007, when the company was acquired by Cognos/IBM. Celequest introduced the market’s first business intelligence and analytics appliance, a disruptive innovation that led to its acquisition. Diaz is a board member of the American India Foundation, a leading international development organization charged with the mission of accelerating social and economic change in India. Diaz is also a member of the Board of Trustees at the World Affairs Council. Diaz holds a Masters degree in Computer Science from the Birla Institute of Technology and Science in India and is the holder of six technology patents.
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Most helpful customer reviews
0 of 0 people found the following review helpful. Dense but not difficult, this guide to digital advertising is well worth your time By karen dabaghian I am one of those people who hates, absolutely hates online ads. But I am also a high tech marketing professional, so have to help my clients figure out their online presence on a routine basis -- key words and SEO and yes, digital ad strategy for lead generation and branding. So it was with great interest I read Nesamoney's book.Nesamoney is not a "dyed in the wool" ad man, which I find interesting. He comes out of the enterprise software market where he was an expert in large-scale data integration and management -- one of his previous company, Informatica, was all about building data warehouses that could produce actionable insight for corporate executives on all aspects of their businesses (customers, sales, finance, channel, etc). So now, Nesamoney is applying his deep expertise in large scale data management to the task of producing digital ads. This book is the outworking of his experience and as such, presents some unique ways forward for professional marketers who see the value and inevitability of using data to create personalized marketing and advertising experiences for consumers.The main point of the book is to convince brand advertisers and marketing executives at all levels that unless the digital marketing industry starts making ads relevant to individual consumers, we are going to keep blocking ads -- keep ignoring them and, frankly, keep hating them. The way to make digital ads relevant to consumers is to use the vast amount of data that is now available -- demographic data, browsing histories, publicly available stuff like weather forecasts and GPS, etc, -- to personalized ads to the level of the individual. The thinking is that if ads are produced and served at that level of granularity, the consumer will want to see the ad because it is relevant to them -- they are doing research on what appliance to buy for their kitchen and are comparing prices, that's a great time for Home Depot to send them a coupon for 20% off or an offer for free installation. The book provides many such examples, and tons of detail about how personalized advertising actually works. There are even practical worksheets included that help marketers think through their personalization strategy.The most fun part of the book though for me is the forward-looking material. What does our digital world look like when our Nest is sending us information at the same time as our FitBit and Apple Watch? How do we make sense of all this data and how can companies use it responsibly and respectfully so that we actually create great advertising experiences with customers rather than foist on them ads they don't want to see that interfere with their online lives. And for an older professional like me, it amazes me that the Millennials actually want their digital information to be used to educate companies about their preferences and interests and such. Privacy itself is even changing, and Nesamoney has interesting things to say there as well.Bottom line: if you are a marketing professional and your job touches digital advertising or digital marketing, you are going to want to give this a read. It is dense but not difficult. Nesamoney writes in chunks, which I liked because I could read it in short bursts rather than having to commit several hours to go cover to cover. I agree with the previous reviewer that Pearson (publisher) set the price a bit high, but the material is meaty and forward thinking, and a good guide such as this one is well worth the price tag.
0 of 0 people found the following review helpful. Comprehensive guide for personalized advertising By Amazon Customer A must read to understand the "holy grail" of advertising. Agencies, publishers and marketers would greatly benefit from the detailed explanations and practical worksheets to set up personalized ad campaigns.
0 of 0 people found the following review helpful. Five Stars By Amazon Customer Excellent real-world application of the next generation of digital advertising: Personalization based on data and analytics.
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