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The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning
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Description| Publisher | McGraw-Hill Education |
| Author(s) | William Ammerman |
| Published | 19th May 2019 |
| Related course codes |
Achieve maximum marketing results using artificial intelligence—a nationally recognized thought leader reveals everything to know
Massive changes are taking place in the world of marketing. Data and artificial intelligence have created algorithms able to rapidly test billions of marketing messages, measure results, and shift the weight of campaigns in real time. The natural endpoint of this trend is a total transformation of marketing in which machines—not marketers—will be the ultimate arbiters, designing and implementing customized advertising tactics at virtually every point of digital contact.
The Invisible Brand explores the ways industries from automobiles to financial services to retail and healthcare are being shaped by marketers using artificial intelligence. Drawing from his extensive experience at the forefront of digital advertising, William Ammerman offers readers a roadmap to the data-driven future and shows you how to effectively harness the power of artificial intelligence for maximum results. He provides an invaluable, detailed roadmap to help you navigate the new power dynamic.
You’ll discover:
•How AI will transform the way ads will be assembled, marketed, and delivered
•The tools needed to implement results-oriented advertising using AI
•The ways marketing roles and functions will be completely transformed—and what this means for you
•Why “data” is the new currency—and how it will impact short and long-term business decision making
•Insights into the public debate about data privacy—and how political and legislative actions may impact the use of these tools
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