Architecting Experience: A Marketing Science And Digital Analytics Handbook
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A01=Scot R Wheeler
Analytics
Author_Scot R Wheeler
Category=KJS
Data
Digital Analytics
Digital Marketing
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Experience Design
Marketing
Marketing Analytics
Marketing Automation
Marketing Measurement
Marketing ROI
Marketing Technology
Measurement
Media Measurement
Mobile Analytics
Mobile measurement
Personalization
ROMI
Social Media Analytics
Targeting
User Experience
UX
Web Analytics
Product details
- ISBN 9789814678414
- Publication Date: 19 Feb 2016
- Publisher: World Scientific Publishing Co Pte Ltd
- Publication City/Country: SG
- Product Form: Hardback
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In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment.Wheeler answers the biggest question facing digital marketers today: "with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?" The quick answer to this is "through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.
