Architecting Experience

Architecting Experience: a Marketing Science and Digital Analytics Handbook

by Wheeler, Scot R.

Type Book
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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 digit…

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Title Statements

  • Full title :Architecting Experience : a Marketing Science and Digital Analytics Handbook.

Summary

"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."--

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Edition Statements

  • Publication Date:2016.

Publication Statements

Notes

Chapter EIGHT Data Management, Models, and Algorithms.

The Physical Object

  • Description:1 online resource (281 pages).

Edition Identifiers

  • ISBN:9814678414, 9789814678414
  • oclc:ocn956687647
  • LC Classification:HF5415.123
  • Dewey Decimal:658.8

Table of Contents

About the Author; Introduction; Chapter ONE The Foundations of Personalization; 1.1 The New Business Value: Analytics Increase Relevance; 1.2 Introducing the "Demand Chain"; 1.3 The Customer Journey; 1.4 Research and Analytics; Chapter TWO Strategy, Technology, Science & Art; 2.1 Paid, Earned, or Owned Breakdown; The Challenge to "Collect & Connect"; 2.2 The Changing Nature of Marketing Data; Velocity; Variety; 2.3 The Fundamental Analytics Architecture: The Analytics Pyramid; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Adaptive Analytics.

Chapter THREE The Applied Digital Analytics Playbook (ADAP) Part One3.1 ADAP Section One: Problem Definition; Business Problem/Business Case; Business Objectives & Key Performance Indicators; Marketing Objectives & Key Performance Indicators; 3.2 ADAP Section Two: Solution Definition; Personas Aligned to Customer Objectives; Customer Problem; The Consumer Decision Journey Aligned to Touch-points; ADAP Part One Summary; Chapter FOUR The Changing World of Owned Media; 4.1 Web Architecture & Web Data Collection; 4.2 Client-side Tagging; Software Solutions Overview; Implementing Page Analytics.

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Subjects

Communication en marketing Communication in marketing Digital media Médias numériques

Writers

Wheeler, Scot R.

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