Architecting Experience: A Marketing Science And Digital Analytics Handbook

by Scot R Wheeler

Overview

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.

Product Details

ISBN-13:	9789814678414
Publisher:	World Scientific Publishing Company, Incorporated
Publication date:	02/19/2016
Series:	Advances And Opportunities With Big Data And Analytics , #1
Pages:	280
Product dimensions:	6.00(w) x 9.00(h) x 0.80(d)

Table of Contents

About the Author viii

Introduction ix

Chapter 1 The Foundations of Personalization 1

1.1 The New Business Value: Analytics Increase Relevance 4

1.2 Introducing the "Demand Chain" 7

1.3 The Customer Journey 8

1.4 Research and Analytics 16

Chapter 2 Strategy, Technology, Science & Art 21

2.1 Paid, Earned, or Owned Breakdown 26

2.2 The Changing Nature of Marketing Data 32

2.3 The Fundamental Analytics Architecture: The Analytics Pyramid 37

Chapter 3 The Applied Digital Analytics Playbook (ADAP) Part One 49

3.1 ADAP Section One: Problem Definition 50

3.2 ADAP Section Two: Solution Definition 55

Chapter 4 The Changing World of Owned Media 71

4.1 Web Architecture & Web Data Collection 73

4.2 Client-side Tagging 79

4.3 Tagging Design & Deployment 87

4.4 Mobile Marketing 95

4.5 Email Marketing 96

4.6 Introducing Cookies 102

4.7 Applying Owned Channel Metrics 105

Chapter 5 Earned Media: Organic Social & SEO 115

5.1 History 115

5.2 Organic vs. Paid Social Media 119

5.3 Organic Social Media Strategy 121

5.4 Inbound Organic Social Data Sources for Key Objectives 123

5.5 Applying Social Metrics 127

5.6 Search Engine Optimization 146

Chapter 6 Paid Media Analytics 151

6.1 Digital Paid Media Touch-points 152

6.2 The Paid Media Ecosystem 153

6.3 Targeting & Retargeting 159

6.4 DSPs and Programmatic Real-time Bidding (RTB) 168

Chapter 7 Testing & Optimization. Marketing Automation. Attribution 173

7.1 Prescriptive Analytics: Testing & Optimization 173

7.2 Marketing Automation 187

7.3 Cross-channel Attribution 196

Chapter 8 Data Management, Models, and Algorithms 199

8.1 The Applied Digital Analytics Playbook (ADAP) Part Two 199

8.2 Data Mining & Data Visualization 205

8.3 Predictive Analytics & Machine Learning 208

Chapter 9 The Cultural and Organizational Impact of Data 221

9.1 Visualization 221

9.2 The Information Society: Media Cycles & Feedback Loops 229

9.3 Organizational Change for Effective Digital Analytics 250

Conclusion 263

Index 267