Architecting experience
Subtitle: a marketing science and digital analytics handbook
By: Scot R Wheeler, Medill-Northwestern University, USA
Series: Advances and opportunities with big data and analytics -- 1
Publisher: World Scientific
Published: 2016
Language: eng
Number of pages: 268
ISBN-13: 9789814725651
Subjects: Digital media; Communication in marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: The foundations of personalization; title: Strategy, technology, science & art; title: The applied digital analytics playbook (adap) part one; title: The changing world of owned media; title: Earned media: organic social & seo; title: Paid media analytics; title: Testing & optimization. marketing automation. attribution; title: Data management, models and algorithms; title: The cultural and organizational impact of data; title: Conclusion.