Strategy, Technology, Science & Art

Scot R Wheeler

Chapter 2 in Architecting Experience:A Marketing Science and Digital Analytics Handbook, 2016, pp 21-48 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The organizational discipline that defines the collection and integration of data, effectively translates that data into useful information, and applies that information to optimizing marketing delivery in a variety of forms is most clearly thought of as “Marketing Science”. As is apparent from this prior definition, data and technology reside at the core of marketing science. While this data can be derived from measurement in digital channels, it can also be accumulated through more traditional market research methods. In fact, to remain relevant in the 21st century, corporate market research functions are finding it necessary to build on their traditional market research data sources and capabilities to better understand digital consumers using digitally collected data. On the continuum of this evolution, what distinguishes marketing science for digital marketing from traditional research functions is that marketing science not only understands digital data and technology, but is able to strategically and tactically guide the organization in the application of insights from this data through both content and media technologies as the core driver in delivering relevance in the digital user experience…

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
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