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The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High–Growth Digital Advertising Platforms

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en Limba Engleză Carte Hardback – 29 May 2015
Praise for SUCCESS AND SUCCESSION
"My team takes pride in helping firms identify transition needs and plan for optimal results. Hearing perspectives and insights about how to avoid pitfalls and maximize positive outcomes directly from advisors like Eric, Jay, and Tim is invaluable for firms as they think about both leadership and equity transitions. Their point is clear: It′s all about getting things right for the clients. That cannot be said often enough!"
Bernie Clark, Executive Vice President, Schwab Advisor Services
"Launching an advisory firm from scratch is undoubtedly risky, but so too is becoming a successor and taking on significant debt to purchase a business for which you will ultimately be responsible. Fortunately, future successors won′t have to navigate this dangerous terrain blindly, as the authors of Success and Succession with a depth of wisdom that can only come from the real experience of having gone through succession plans themselves share crucial guidance on key operational, financial, and emotional issues that successors must be prepared to navigate in their own succession planning transition. Simply put, this book is a "must–read" for anyone preparing to become the successor of an advisory firm!"
Michael Kitces, Partner & Director of Research for Pinnacle Advisory Group, and publisher of the financial planning industry blog Nerd′s Eye View
"A few seasons ago, I assembled two separate panels, one of founders, the other of successors, to ponder the pathways to success for transitions within the independent advisory firm industry. My mistake was not putting those thoughtful people on the same stage at the same time. Well, here it is in Success and Succession, even better for the very careful consideration that Eric, Jay, and Tim have given to one of this industry′s most urgent issues. Thanks, gentlemen, for helping so many others unlock their potential by effectively coming to grips with one of their most difficult challenges."
Bob Veres, Publisher, Inside Information
"Success and Succession will inspire you to leave a lasting legacy in the advisory business you′ve spent years building. A transformational read where you will embrace a different perspective and proven journey into transferring your business to the next generation of leaders. The authors have come together and given a truly brilliant perspective into the journey of succession planning. This is a must–read for only those advisory firm owners who wish to have a business greater than themselves, and who also wish to leave their stamp on an industry they helped build."
Angela Herbers, Co–Founder and CEO, Kaleido Inc.
"Success and Succession is an amazing blueprint for this stage in the advisory movement. It is flexible enough to provide insight for a variety of types of practices, yet specific enough for our firm to take many of its concepts and build them directly into our succession plan. Since it incorporates a founder′s perspective with that of successors, it addresses the complexity and trade–offs objectively and usefully. I loved this book."
Ross Levin, CFP, Founding Principal and President, Accredited Investor Inc.
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Specificații

ISBN-13: 9781119059721
ISBN-10: 1119059720
Pagini: 240
Dimensiuni: 160 x 234 x 23 mm
Greutate: 0.41 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Textul de pe ultima copertă

Praise for SUCCESS AND SUCCESSION
"My team takes pride in helping firms identify transition needs and plan for optimal results. Hearing perspectives and insights about how to avoid pitfalls and maximize positive outcomes directly from advisors like Eric, Jay, and Tim is invaluable for firms as they think about both leadership and equity transitions. Their point is clear: It′s all about getting things right for the clients. That cannot be said often enough!"
Bernie Clark, Executive Vice President, Schwab Advisor Services
"Launching an advisory firm from scratch is undoubtedly risky, but so too is becoming a successor and taking on significant debt to purchase a business for which you will ultimately be responsible. Fortunately, future successors won′t have to navigate this dangerous terrain blindly, as the authors of Success and Succession with a depth of wisdom that can only come from the real experience of having gone through succession plans themselves share crucial guidance on key operational, financial, and emotional issues that successors must be prepared to navigate in their own succession planning transition. Simply put, this book is a "must–read" for anyone preparing to become the successor of an advisory firm!"
Michael Kitces, Partner & Director of Research for Pinnacle Advisory Group, and publisher of the financial planning industry blog Nerd′s Eye View
"A few seasons ago, I assembled two separate panels, one of founders, the other of successors, to ponder the pathways to success for transitions within the independent advisory firm industry. My mistake was not putting those thoughtful people on the same stage at the same time. Well, here it is in Success and Succession, even better for the very careful consideration that Eric, Jay, and Tim have given to one of this industry′s most urgent issues. Thanks, gentlemen, for helping so many others unlock their potential by effectively coming to grips with one of their most difficult challenges."
Bob Veres, Publisher, Inside Information
"Success and Succession will inspire you to leave a lasting legacy in the advisory business you′ve spent years building. A transformational read where you will embrace a different perspective and proven journey into transferring your business to the next generation of leaders. The authors have come together and given a truly brilliant perspective into the journey of succession planning. This is a must–read for only those advisory firm owners who wish to have a business greater than themselves, and who also wish to leave their stamp on an industry they helped build."
Angela Herbers, Co–Founder and CEO, Kaleido Inc.
"Success and Succession is an amazing blueprint for this stage in the advisory movement. It is flexible enough to provide insight for a variety of types of practices, yet specific enough for our firm to take many of its concepts and build them directly into our succession plan. Since it incorporates a founder′s perspective with that of successors, it addresses the complexity and trade–offs objectively and usefully. I loved this book."
Ross Levin, CFP, Founding Principal and President, Accredited Investor Inc.

Cuprins

Foreword David Williams vii
Preface ix
Acknowledgments xi
Chapter 1 The Age of the Customer 1
Chapter 2 The Ad Tech Ecosystem 21
Special Contributor: Anudit Vikram
Chapter 3 Introducing the Platform Marketer 39
Chapter 4 Identity Management 51
Special Contributor: Matthew Mobley
Chapter 5 Audience Management 63
Special Contributor: Peter Vandre
Chapter 6 The Privacy Paradox 75
Special Contributor: Bennie Smith
Chapter 7 Media Optimization 99
Special Contributor: Megan Pagliuca
Chapter 8 Channel Optimization 117
Special Contributor: Zimm Zimmermann
Chapter 9 Experience Design and Creation 133
Special Contributors: Patrick Collins and Kevin Walsh
Chapter 10 Audience Platform Utilization 151
Special Contributor: Matthew Naeger
Chapter 11 Measurement and Attribution 163
Special Contributor: Peter Vandre
Chapter 12 Marketing Technology Stack 177
Special Contributor: Matthew Mobley
Chapter 13 Organizing for Success 191
Special Contributors: Leah van Zelm and Peter Kemp
About the Authors 215
About Merkle 217
Index 219

Notă biografică

CRAIG DEMPSTER is Executive Vice President and Digital Agency Group Leader for Merkle. He has been a member of the company's executive team for nearly a decade and currently leads the team responsible for delivering integrated performance media agency services across search, display, social, mobile, email, web development, user experience, and creative services. For the past four years, Craig has also led Merkle's corporate development, steering the strategic acquisitions that have solidified the company's position as a revered performance marketing agency. Previously, Craig served as Merkle's chief marketing officer and also as vice president of the content solutions group. Prior to joining Merkle, Craig held a number of executive positions at Experian Marketing Services. Craig holds a political science degree from Hofstra University and lives in Ridgefield, CT. JOHN LEE is Executive Vice President and Chief Strategy Officer for Merkle, responsible for the agency's growth strategy and the development of products and solutions across industries. John is also a strategic advisor to many Fortune 500 clients. Since joining Merkle in 2008, John has served in a number of leadership roles, including management of the company's Healthcare, Life Sciences, Wealth Management, Travel, Media, and Entertainment industry practices. In addition to his duties as CSO, John currently oversees Merkle's Insurance practice. Prior to Merkle, John played executive roles in Liberty Mutual's Personal Markets division and was a member of CapGemini's CRM Strategy practice. John began his agency career with Young and Rubicam, Rapp Collins, and iXL/Razorfish. He is a graduate of Franklin and Marshall College and lives in Wellesley, MA. Both John and Craig are frequent conference speakers and contributors to industry publications including Advertising Age, AdExchanger, DM News, Target Marketing, and AdWeek.