Scot R Wheeler – författare

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.

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.

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.