ARCHITECTING EXPERIENCE: A Marketing Science and Digital Analytics Handbook: 1 (Advances and Opportunities with Big Data and Analytics) - Tapa dura

SCOT R WHEELER

 
9789814678414: ARCHITECTING EXPERIENCE: A Marketing Science and Digital Analytics Handbook: 1 (Advances and Opportunities with Big Data and Analytics)
Tapa dura
ISBN 10: 9814678414 ISBN 13: 9789814678414
Editorial: World Scientific, 2015

Sinopsis

 

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

Charlotte y Peter Fiell son dos autoridades en historia, teoría y crítica del diseño y han escrito más de sesenta libros sobre la materia, muchos de los cuales se han convertido en éxitos de ventas. También han impartido conferencias y cursos como profesores invitados, han comisariado exposiciones y asesorado a fabricantes, museos, salas de subastas y grandes coleccionistas privados de todo el mundo. Los Fiell han escrito numerosos libros para TASCHEN, entre los que se incluyen 1000 Chairs, Diseño del siglo XX, El diseño industrial de la A a la Z, Scandinavian Design y Diseño del siglo XXI.

De la contraportada

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 Engagement has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
World Scientific
Año de publicación
2015
Idioma
Inglés
ISBN 10 
9814678414
ISBN 13 
9789814678414
Encuadernación
Tapa dura
Número de páginas
282
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9789814725651: Architecting Experience: A Marketing Science And Digital Analytics Handbook: 1 (Advances and Opportunities with Big Data and Analytics)

Edición Destacada

ISBN 10:  981472565X ISBN 13:  9789814725651
Editorial: WSPC, 2015
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