Architecting Experience:A Marketing Science and Digital Analytics Handbook

@inproceedings{Wheeler2016ArchitectingEM,
  title={Architecting Experience:A Marketing Science and Digital Analytics Handbook},
  author={Scot R. Wheeler},
  year={2016}
}
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. 

Topics from this paper.