Architecting Experience: A Conversion Science Handbook (Second Edition) (Advances and Opportunities with Big Data and Analytics)

Scot Wheeler is a leader in building, managing and supporting Marketing Science teams that develop and deliver consumer intelligence & segmentation, targeting, propensity scoring, predictive modeling & response forecasting, budget allocation & channel planning, cross-channel performance evaluation, environmental trend analysis, testing, targeting and optimization. Scot served as an Adjunct Lecturer in Northwestern University's Master's Degree program in Integrated Marketing Communications from 2013 to 2017, where he taught 'Statistics for Market Research' and a course on Digital Analytics that he developed and introduced to the program. He is currently developing a new course on Conversion Science. Scot began his career in software development, then moved into enterprise BI and analytics before moving to marketing analytics in 2007. He received his MBA in Strategy, Finance and Marketing from Northwestern University's Kellogg School of Management in 2008. Scot's professional background spans a variety of technology, consulting, agency and e-commerce roles. From his start in software development, Scot's 25 years of experience at the intersection of technology and marketing includes work with Electronic Arts, Motorola, AT&T, MasterCard, State Farm, USAA, Progressive, Humana, HP, GE, Yahoo!, Peapod, Conagra and Diageo.