Testing & Optimization. Marketing Automation. Attribution

Scot R Wheeler

Chapter 7 in Architecting Experience:A Marketing Science and Digital Analytics Handbook, 2016, pp 173-197 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Having completed our overview of the data and datadriven strategy considerations related to the paid, earned and owned media channels, we now turn to several approaches that allow us to begin maximizing the effectiveness of our marketing delivery within and across channels through the delivery of this data.

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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