This book pulls back the curtain on contemporary data-driven marketing, revealing the intricate ways marketers create value from online data. It offers valuable lessons for academics and students of marketing, technology and data science.
Table of Content
1. Introduction2. How marketing learned to love big data
3. Ethnography and marketing work
4. Getting into marketing science
5. Life on the screen and in the kitchen
6. Coding the consumer
7. The feel for the game: Telling stories about numbers
8. Mediation of insight: Platforms, dashboards and chartism
9. The drama of decision: Presenting research
10. “So … what that means”: Marketing science in action
11. Conclusions
About the author
Robert Cluley is Associate Professor in Organisation Studies at University of Nottingham.
Language English ● Format EPUB ● Pages 240 ● ISBN 9781529233384 ● Publisher Bristol University Press ● City Bristol ● Country GB ● Published 2024 ● Edition 1 ● Downloadable 24 months ● Currency EUR ● ID 9350783 ● Copy protection Adobe DRM
Requires a DRM capable ebook reader