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Architecting Experience: A Marketing Science And Digital Analytics Handbook

Name: Architecting Experience: A Marketing Science And Digital Analytics Handbook
Brand: World Scientific Publishing Co Pte Ltd
SKU: 9789814725651
Price: 720 CZK
Availability: InStock

Autor: Scot R. Wheeler

Jazyk:

Vazba: Brožovaná

Vydavatel: World Scientific Publishing Co Pte Ltd

Dostupnost: Skladem u dodavatele v malém množství

Odesíláme za 11-15 dnů

720 Kč

In a world with a seemingly infinite amount of content and scores of methods for consuming that cont...

Informace o knize

Autor

Scot R. Wheeler

Jazyk

Angličtina

Vazba

Kniha - Brožovaná

Vydáno

2016

Stránek

280

EAN

9789814725651

ISBN

981472565X

Enbook ID

09526018

Vydavatel

World Scientific Publishing Co Pte Ltd

Hmotnost

406

Rozměry

153 x 229 x 17

Kompletní popis

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.