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.
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