Architecting experience

Architecting experience: a marketing science and digital analytics handbook

by Wheeler, Scot R.

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Title Statements

  • Full title :Architecting experience : a marketing science and digital analytics handbook / Scot R Wheeler, Medill-Northwestern University, USA.

Edition Statements

  • Publication Date:2016

Publication Statements

  • Language:eng
  • Publication Date:2016

The Physical Object

  • Description:xii, 368 pages : : illustrations ; : 24 cm

Edition Identifiers

  • ISBN:9789814725651, 981472565X, 9814678414, 9789814678414
  • oclc:ocn967860318
  • LC Classification:HF5415.123
  • Dewey Decimal:658.8/02

Table of Contents

Introduction -- The foundations of personalization -- Strategy, technology, science & art -- The applied digital analytics playbook (adap) part one -- The changing world of owned media -- Earned media: organic social & seo -- Paid media analytics -- Testing & optimization. marketing automation. attribution -- Data management, models and algorithms -- The cultural and organizational impact of data -- Conclusion.

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Subjects

Communication en marketing Communication in marketing Digital media Médias numériques

Writers

Wheeler, Scot R.

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