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.

Contents:

• The Foundations of Personalization
• Strategy, Technology, Science & Art
• The Applied Digital Analytics Playbook (ADAP) Part One
• The Changing World of Owned Media
• Earned Media: Organic Social & SEO
• Paid Media Analytics
• Testing & Optimization. Marketing Automation. Attribution
• Data Management, Models, and Algorithms
• The Cultural and Organizational Impact of Data

Readership: Suitable for postgraduate students in Digital and Direct Marketing Master's programs and professionals in IT, Research, and Marketing.
Key Features:

• Each chapter includes links to additional references, a set of review questions, and how-to exercises
• Provides insight on a wider array of marketing technologies and perspective on how they are applied, overlap and/or complement each other in practice than any competing title, which specialize in one area of technology (e.g. dashboards and reporting, marketing automation, real-time buying)
• Provides education on the data-driven marketing technologies presently being utilized or adopted within digital marketing in paid, earned and owned channels such as web, social and mobile analytics, Customer Relationship Management tools, Marketing Automation systems, Data Management Platforms and Demand Side Platforms, and reveals how data should ideally flow into, out of and between these systems to make them work most effectively in creating integrated experiences for customers