Architecting experience: a marketing science and digital analytics handbook
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Singapore ; Hackensack, NJ
World Scientific Publishing Co. Pte. Ltd.
[2016]
|
| Series: | Advances and opportunities with big data and analytics
v. 1 |
| Subjects: | |
| Online Access: | FLA01 |
| Item Description: | Description based on online resource; title from digital title page (viewed on October 2, 2018) |
| Physical Description: | 1 online resource (xii, 268 pages) illustrations (some color) |
| ISBN: | 9789814678421 9814678422 |
Staff View
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| 245 | 1 | 0 | |a Architecting experience |b a marketing science and digital analytics handbook |c Scot R Wheeler, Medill-Northwestern University, USA. |
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| 505 | 8 | |a "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."-- | |
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| 650 | 7 | |a Communication in marketing |2 fast | |
| 650 | 7 | |a Digital media |2 fast | |
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| contents | "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."-- |
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV045359313 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:15:56Z |
| institution | BVB |
| isbn | 9789814678421 9814678422 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030745904 |
| oclc_num | 936119949 |
| open_access_boolean | |
| physical | 1 online resource (xii, 268 pages) illustrations (some color) |
| psigel | ZDB-4-EBU ZDB-4-EBU FLA_PDA_EBU |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | World Scientific Publishing Co. Pte. Ltd. |
| record_format | marc |
| series2 | Advances and opportunities with big data and analytics |
| spelling | Wheeler, Scot R. Verfasser aut Architecting experience a marketing science and digital analytics handbook Scot R Wheeler, Medill-Northwestern University, USA. Singapore ; Hackensack, NJ World Scientific Publishing Co. Pte. Ltd. [2016] 1 online resource (xii, 268 pages) illustrations (some color) txt rdacontent c rdamedia cr rdacarrier Advances and opportunities with big data and analytics v. 1 Description based on online resource; title from digital title page (viewed on October 2, 2018) "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."-- BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Communication in marketing fast Digital media fast Communication in marketing Digital media Erscheint auch als Druck-Ausgabe 9789814725651 981472565X |
| spellingShingle | Wheeler, Scot R. Architecting experience a marketing science and digital analytics handbook "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."-- BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Communication in marketing fast Digital media fast Communication in marketing Digital media |
| title | Architecting experience a marketing science and digital analytics handbook |
| title_auth | Architecting experience a marketing science and digital analytics handbook |
| title_exact_search | Architecting experience a marketing science and digital analytics handbook |
| title_full | Architecting experience a marketing science and digital analytics handbook Scot R Wheeler, Medill-Northwestern University, USA. |
| title_fullStr | Architecting experience a marketing science and digital analytics handbook Scot R Wheeler, Medill-Northwestern University, USA. |
| title_full_unstemmed | Architecting experience a marketing science and digital analytics handbook Scot R Wheeler, Medill-Northwestern University, USA. |
| title_short | Architecting experience |
| title_sort | architecting experience a marketing science and digital analytics handbook |
| title_sub | a marketing science and digital analytics handbook |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Communication in marketing fast Digital media fast Communication in marketing Digital media |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Communication in marketing Digital media Communication in marketing Digital media |
| work_keys_str_mv | AT wheelerscotr architectingexperienceamarketingscienceanddigitalanalyticshandbook |