About the book
Today’s landscape of digital audience platforms, extensive customer data, and high-powered marketing technology creates an incredible opportunity for marketers to identify, target, and convert high-value customers in a systematic, profitable manner. The result is a decided competitive advantage. In order to achieve this, marketers must master the perfect mix of competencies. The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms is your handbook to get there.
"At a time when marketing strategies are becoming increasingly confusing and complex due to the rise of open data, social platforms, and disruptive technologies, The Rise of the Platform Marketer cuts through the noise."
"Lee and Dempster make a strong and urgent case for the next stage of marketing at the intersection of the enabled consumer and the new 'Platform Marketer.'"
"Finally, a playbook for the enlightened marketer who is increasingly challenged to deliver ever more personalized content to large, diverse audiences."
"The Rise of the Platform Marketer gives us a unique view into this dramatic change, providing deep insights and a guide that any successful marketer must follow. This book is the key to the future of marketing."
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Highlights from the Book
How to Build a Marketing Strategy Based on Customer Strategy
The Platform Marketer must shift their focus from touchpoints to the customer journey. Consumers don’t build relationships with businesses on a single touchpoint, but on the sum of interactions.
Channel Optimization Strategies
It is not until a company begins to employ optimization strategies that it sees a significant incremental lift in business value from combining foundational data, customer engagements, marketing analytics, and decision management.
The Anatomy of an Ad Call
Ever wonder how an ad call actually works? Our video explores the delicate dance between SSPs and DSPs that ends with ads served to consumers
Understanding the Consumer Purchase Decision
Marketing strategies require more than just demographic and purchase behavior data to build effective messaging. A deep understanding of what drives a consumer decision is required, and that understanding can be boiled down to four key areas.
Four Dimensions of Audience Profiling
Marketing strategies require more than just demographic and purchase behavior data to build effective messaging, they need a deep understanding of what drives a consumer decision.
Connected Decision Diagram
How product attributes connect to customer values during purchase decisions.
Automating Experience Optimization
The only way to achieve the true potential of experience optimization is with significant automation, using the right model and the right data. When automating an optimization program, we break the process down into five key phases.
There is a sweet spot in optimization testing duration called statistical significance, or reliability.
Connect Optimization Knowledge Across the Journey
Testing in one channel should enlighten the creative across other points of the customer journey, enabling you to more quickly reduce friction in the entire experience.
Channel Optimization Alignment
Event streams are fed into an analytical and rules engine to determine the right communication packet (treatment, offer, device, and timing) for each consumer.
Personalization strategies turn into detailed strategic conversations with a defined implementation plan.
The Identity Engine
The identity engine provides a centralized mechanism to rationalize the terrestrial, device, and digital identity.
Where Different Types of Segmentation Work Best
Different segment dimensions are useful for different business purposes. This table summarizes the common dimensions with their definitions and recommended applications.
Anatomy of an Identity
An identity graph consists of 3 main parts: Terrestrial, Device and Digital Identity. Each of these parts encompasses a specific set of identity attributes.
Ad Revenue Breakdowns
Ad revenue breaks down with the payouts going to multiple providers and companies.
Advertising Technology Walled Gardens
As audience platforms encapsulate their advertising platforms for their own audiences, they are also breaking our ability to link their audience to audiences in other platforms. In essence, they are creating walled gardens.
Evolving Platform Marketplace
The Platform Marketplace has evolved over the last two decades, with data and analytics now leading the next level of Addressability.
9 Competencies of a Platform Marketer
The Platform Marketer embodies 9 essential competencies to successfully exploit Addressability at Scale.
Conversion Ratio to Level of Targeting
The conversion ratio to level of targeting shows the incremental lift when companies employ targeted, personalized experiences.
User Ad Response Rates Based on Depth of Session
The response rate declines as user session depth increases. The lower the frequency of depth, or the earlier the user is in his session, the higher the response rate.
The Ad Tech Ecosystem
Buy-Side vs. Sell-Side Platforms
Demand-side platforms get advertisers the lowest price possible, while supply-side platforms get publishers the maximum revenue.
DMP Sources and Uses
Data Management Platforms are real-time databases that collect first, second, and third party data across different channels, analyzes and visualizes it to understand performance and other business metrics, and further syndicates it to downstream systems to affect your marketing programs.
The Anatomy of an Ad Call
The Anatomy of an Ad Call breaks down how the advertising technologies play out in delivering the ads to consumers.
The Display LUMAscape
The Display LUMAscape from LUMA Partners LLC shows the complex web of technologies that play a role in getting the right ad in front of you.
The Age of the Customer
The New Addressable Marketing Funnel
The new addressable marketing funnel allows integrated and targeted management of addressable consumers throughout the funnel.
The Marketing Funnel: The Old Way
The old marketing funnel only targeted consumers mid-funnel, leaving many high-value customers behind.
Merkle | RKG's Digital Marketing Report
Q1 2015 Findings
Merkle | RKG
Download this exclusive report from Merkle | RKG to get additional analyses on Google’s slowing click growth and impression decline, Yahoo’s share of traffic after the Firefox default browser change, and more.
become a platform marketer
Implementing the Platform Marketer competencies is no easy task. If you’re serious about establishing a competitive advantage, meet with one of our experts who can walk you through exactly how this approach could look in your company. You can also send a general inquiry to firstname.lastname@example.org.
Schedule a meeting with us today and receive a copy of The Rise of the Platform Marketer