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Architecting Experience: A Marketing Science And Digital Analytics Handbook

Af: Scot R Wheeler Engelsk Hardback

Architecting Experience: A Marketing Science And Digital Analytics Handbook

Af: Scot R Wheeler Engelsk Hardback
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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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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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Produktdetaljer
Sprog: Engelsk
Sider: 280
ISBN-13: 9789814678414
Indbinding: Hardback
Udgave:
ISBN-10: 9814678414
Kategori: Salg og marketing
Udg. Dato: 19 feb 2016
Længde: 20mm
Bredde: 237mm
Højde: 159mm
Forlag: World Scientific Publishing Co Pte Ltd
Oplagsdato: 19 feb 2016
Forfatter(e): Scot R Wheeler
Forfatter(e) Scot R Wheeler

Kategori Salg og marketing

ISBN-13 9789814678414

Sprog Engelsk

Indbinding Hardback

Sider 280

Udgave

Længde 20mm

Bredde 237mm

Højde 159mm

Udg. Dato 19 feb 2016

Oplagsdato 19 feb 2016

Forlag World Scientific Publishing Co Pte Ltd

Kategori sammenhænge