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Architecting Experience:A Marketing Science and Digital Analytics Handbook

Scot R Wheeler
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Scot R Wheeler: Medill-Northwestern University, USA

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: 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.

Keywords: Data; Analytics; Measurement; Marketing Analytics; Marketing Automation; Digital Analytics; Marketing Technology; Web Analytics; Mobile Analytics; Mobile measurement; Social Media Analytics; Media Measurement; Marketing Measurement; Marketing ROI; ROMI; Targeting; Personalization; Digital Marketing; Marketing; Experience Design; User Experience; UX (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
ISBN: 9789814678414
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