Architecting Experience: A Marketing Science And Digital Analytics Handbook, Wheeler Scot R
Новое издание
Автор: Wheeler, Scot R (medill-northwestern Univ, Usa) Название: Architecting experience: a conversion science handbook ISBN: 9811220107 ISBN-13(EAN): 9789811220104 Издательство: World Scientific Publishing Цена: 5544.00 р. Наличие на складе: Есть у поставщикаПоставка под заказ. Описание:
This second edition of Architecting Experience offers actionable insights into the practice of conversion science; the methodological application of strategy, measurement and analysis in pursuit of transactions with consumers produced through the design, development and delivery of content, interfaces and experiences.
Whether working as a marketer using content to motivate purchase intent, a maker using interfaces as the conduit to connect directly with consumers, or a publisher seeking to sell consumption of the content itself, success requires approaching these efforts with meaningful data and analytics, clearly developed consumer insights and sound consumer engagement strategies.
This edition of Architecting Experience develops the reader's ability to understand, develop and apply the data, insights, planning, technical infrastructure and organizational approach required to reach conversion goals through content and experience delivery.
Описание: Distill Maximum Value from Your Digital Data Do It Now Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why Good news: neither have your competitors. It's hard But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing
Prioritize--because you can't measure and analyze everything
Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors
Measure real digital media ROI: sales, leads, and customer satisfaction
Track the performance of all paid, earned, and owned digital channels
Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR
Start optimizing digital content in real time
Implement advanced tools, processes, and algorithms for accurately measuring influence
Make the most of surveys, focus groups, and offline research synergies
Focus new marketing investments where they'll deliver the most value - Identify and understand your most important audiences across the digital ecosystem
"Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem." --Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data
Автор: Moen Juliann Название: Handbook of Digital Marketing ISBN: 9387513017 ISBN-13(EAN): 9789387513013 Издательство: Неизвестно Цена: 1830.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
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