This book explores data science in practice through an ethnographic study at a global marketing technology and research firm.
The book shows that, while businesses have embraced data science methods to understand markets and consumers, in practice they produce too much information. Consequently, they must be combined with creative practices that simplify and make sense of analytics. Cluley shows that in the age of data science, business is increasingly artistic. In this case, marketing science is more like marketing science fiction.
This is essential reading for understanding contemporary data-driven business and marketing as well as social and economic relations in the age of surveillance capitalism, with lessons for academics and students of marketing, technology and data science.
Table des matières
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
A propos de l’auteur
Robert Cluley is Associate Professor of Marketing at the University of Birmingham, UK.Plus d’ebooks du même auteur(s) / Éditeur
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