The Cultural and Organizational Impact of Data

Scot R Wheeler

Chapter 9 in Architecting Experience:A Marketing Science and Digital Analytics Handbook, 2016, pp 221-262 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Analytics is more than just data. Great analysis requires transformation of data to information, of information to knowledge, and hopefully, over time, of knowledge to wisdom. This final chapter is an attempt to share perspectives on our society and the culture of businesses as new sources of knowledge which will hopefully be transformed into wisdom around the practice of analytics.

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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