Includes index.

The age of the customer -- The ad tech ecosystem -- Introducing the platform marketer -- Identity management.

Print version record and CIP data provided by publisher.

"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."-- Unedited summary from book

Includes bibliographical references and index.

John Wiley and Sons Wiley Online Library: Complete oBooks