Architecting Experience: A Marketing Science and Digital Analytics Handbook - Couverture rigide

Wheeler, Scot R

 
9789814678414: Architecting Experience: A Marketing Science and Digital Analytics Handbook
Couverture rigide
ISBN 10 : 9814678414 ISBN 13 : 9789814678414
Editeur : World Scientific Publishing Co Pte Ltd, 2016

Synopsis

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.

Wheeler answers the biggest question facing digital marketers today: ""with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?"" The quick answer to this is ""through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience"", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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.

Wheeler answers the biggest question facing digital marketers today: ""with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?"" The quick answer to this is ""through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience"", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
World Scientific Publishing Co Pte Ltd
Date d'édition
2016
Langue
anglais
ISBN 10 
9814678414
ISBN 13 
9789814678414
Reliure
Relié
Nombre de pages
280
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9789814725651: Architecting Experience: A Marketing Science And Digital Analytics Handbook

Edition présentée

ISBN 10 :  981472565X ISBN 13 :  9789814725651
Editeur : WSPC, 2015
Couverture souple