The Applied Digital Analytics Playbook (ADAP) Part One

Scot R Wheeler

Chapter 3 in Architecting Experience:A Marketing Science and Digital Analytics Handbook, 2016, pp 49-70 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The Applied Digital Analytics Playbook (ADAP) is a template that guides a deliberate and systematic journey up the analytics pyramid, and can serve as the core piece of documentation at the heart of every marketing science initiative. The ADAP allows the marketing science analyst to clearly identify the problems that data can solve, to identify the existing and needed sources of data to solve those problems, and to deliberately design the collection, organization and application of the required data to experience delivery and to the evaluation of the results of that delivery…

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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