Architecting Experience: A Marketing Science and Digital Analytics Handbook

276 Pages·2016·5.8 MB·English

by  Scot R Wheeler

Architecting
Experience
A Marketing Science and
Digital Analytics Handbook

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Advances and Opportunities with Big Data and Analytics (AOBDA)
Series Editor: Russell Walker (Northwestern University, USA)
Published:
Vol. 1: Architecting Experience:
A Marketing Science and Digital Analytics Handbook
by Scot R. Wheeler

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Advances and Opportunities with Big Data and Analytics
Architecting
Experience
A Marketing Science and
Digital Analytics Handbook
Scot R Wheeler
Medill-Northwestern University, USA

World Scientific
NEW JERSEY • LONDON • SINGAPORE • BEIJING • SHANGHAI • HONG KONG • TAIPEI • CHENNAI • TOKYO
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Published by
World Scientific Publishing Co. Pte. Ltd.
5 Toh Tuck Link, Singapore 596224
USA office: 27 Warren Street, Suite 401-402, Hackensack, NJ 07601
UK office: 57 Shelton Street, Covent Garden, London WC2H 9HE
Library of Congress Cataloging-in-Publication Data
Names: Wheeler, Scot R.
Title: Architecting experience : a marketing science and digital analytics handbook /
Scot R Wheeler, Medill-Northwestern University, USA.
Description: | Series: Advances and opportunities with big data and analytics; 1 |
Includes bibliographical references and index.
Identifiers: LCCN 2015028389| ISBN 9789814678414 (hardcover : alk. paper) |
ISBN 9814678414 (hardcover : alk. paper) | ISBN 9789814725651 (softcover : alk. paper) |
ISBN 9814725651 (softcover : alk. paper)
Subjects: LCSH: Communication in marketing. | Digital media.
Classification: LCC HF5415.123 .W48 2016 | DDC 658.8/02--dc23
LC record available at http://lccn.loc.gov/2015028389
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
Copyright © 2016 by World Scientific Publishing Co. Pte. Ltd.
All rights reserved. This book, or parts thereof, may not be reproduced in any form or by any means,
electronic or mechanical, including photocopying, recording or any information storage and retrieval
system now known or to be invented, without written permission from the publisher.

For photocopying of material in this volume, please pay a copying fee through the Copyright Clearance
Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, USA. In this case permission to photocopy
is not required from the publisher.
In-house Editor: Philly Lim
Typeset by Stallion Press
Email: [email protected]
Printed in Singapore
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Contents
About the Author viii
Introduction ix
Chapter The Foundations of Personalization 1
ONE
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 Strategy, Technology, Science & Art 21
TWO
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 The Applied Digital Analytics Playbook
THREE (ADAP) Part One 49
3.1 ADAP Section One: Problem Definition 50
3.2 ADAP Section Two: Solution Definition 55
v
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vi Contents
Chapter The Changing World of Owned Media 71
FOUR
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 Earned Media: Organic Social & SEO 115
FIVE
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 Paid Media Analytics 151
SIX
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 Testing & Optimization. Marketing
SEVEN Automation. Attribution 173
7.1 Prescriptive Analytics:
Testing & Optimization 173
7.2 Marketing Automation 187
7.3 Cross-channel Attribution 196
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Contents vii
Chapter Data Management, Models, and Algorithms 199
EIGHT
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 The Cultural and Organizational
NINE 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

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About the Author
Scot Wheeler is a leader in digi-
tal analytics delivery, overseeing
a team which develops consumer
intelligence, prospect conver-
sion propensity scoring, cross-
channel performance evaluation,
environmental trend analysis,
testing, targeting and optimiza-
tion, and predictive modeling
for budget allocation and response forecasts.
He is also an adjunct lecturer in Northwestern
University’s Master’s Degree program in Integrated
Marketing Communications, where he teaches Digital
Analytics and Statistics.
Scot received his MBA in Strategy, Finance and
Marketing from Northwestern University’s Kellogg
School of Management. Prior to his current roles,

Wheeler was Group Director of Marketing Science for
the digital agency Critical Mass. Before that, he ran
product development, marketing and sales for the
social media analytics platform Evolve24. Wheeler’s
professional background spans a variety of technology,
consulting and agency roles. From his start in software
development, Scot’s 20 years of experience at the inter-
section of technology and marketing includes work
with Yahoo!, GE, Electronic Arts, AT&T, MasterCard,
State Farm, USAA and HP.
viii
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Introduction
In the Integrated Marketing Communications
approach taught at Northwestern University, the con-
sumer is placed at the center of all marketing prac-
tice. Unfortunately, this customer-centricity is not
always as common in practice as it should be in the
real-world of digital marketing. In actual practice,
brands often place concern for awareness of their
message at the center of their marketing practice,
and much “digital strategy” is simply an effort to
ensure consistent branding and “messaging” across
digital channels. However, any digital marketing
practice that is focused on brand message and struc-
tured primarily by channel and function (the paid
media team, the social media team, the web team)
will typically fail to create a truly integrated and rel-
evant experience as a consumer moves across digital
channels. The capability to capture and use data
from any consumer’s digital engagement, and the
growing expectation for content personalization that
consumers have as a result (beginning with each
user’s Amazon and Netflix experience), means that
the disconnection of data across channels will be felt
by the user and will adversely impact their experi-
ence with the brand. Conversely, the effective collec-
tion and connection of data across channels will play
a significant role in creating and maintaining brand
relationships with the digitally embedded consumer.
ix
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x Architecting Experience
Thus, the question this book sets out to answer is the
biggest question facing digital marketers today: how
do I deliver content and experience around my
brand that is relevant enough to drive engagement in
the user’s current context? The quick answer to this
is of course through the application of data and ana-
lytics 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 (and it
is a mouthful), this book has been designed to help
you develop the understanding and skills required
to make this happen.
The path to delivering relevant, contextual and even
adaptive digital experiences is not one for the mar-
keter to walk alone, and this book will explore the
relationships that must emerge between marketing,
technology, research and operations to bring about
truly effective 21st digital experience delivery. At the
end of the day however, the envisioned reader of this
book has the strongest interest in the marketing per-
spective on these conversations, with a 21st century
marketing mindset that understands marketing as
innovation and technology driven customer-centric
relationship building for long-term customer value
versus message dissemination for the masses myopi-
cally focused on driving business transactions above
all else.
Digital communications long-ago turned mass-media
on its head, a fall from which mass-media as the top
effective communications form will never recover. In
a world with a seemingly infinite amount of content
and scores of methods for consuming that content,
communication today is about appealing to individu-
als, person by person, and appeal requires relevance
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