Robert Cluley 
Marketing Science Fictions 
An Ethnography of Marketing Analytics, Consumer Insight and Data Science

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.

Mục lục

1. Introduction
2. 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

Giới thiệu về tác giả

Robert Cluley is Associate Professor in Organisation Studies at University of Nottingham.