Architecting Experience

The following sections are included:

• Contents
• About the Author
• Introduction

There was a time not even a century ago when it took relatively few words and images to move the world. In the 1930s and 1940s, impassioned and often poisoned words carried across radio waves, newspaper pages, and cinema newsreels to stir whole nations into action for good and for evil. Through the following decades, words and images in print, over radio, through film, and on television had the power to force moral examinations and accelerate social change; examinations leading to the erosion of the type of power that would use police dogs and fire hoses against protests for civil rights, or national guards with live ammunition to counter protests against a draft-fueled war, or napalm on civilians in the same war that was sending teenagers home to the US in body-bags by the day. Facts committed to newspaper pages were believed to be facts, and as such had the power to trigger a chain of events that would end in the resignation of a US President. And images provided inspiration as well, with families huddled around televisions to see rockets carrying the first humans ever to walk on the moon, or students standing up to the tanks of their totalitarian leaders, or the citizens of a city taking hammers to a wall that marked not just the end of the division of their city, but of the cold war as well…

Books like this one exist because in a culture that is highly saturated with content seeking consumers’ attention, it is difficult to deliver attention-earning and behavior-guiding content that guides the consumers’ conversion to a desired result.

The following section is included:

• The Challenge to “Collect and Connect”
  • The Disjointed Nature of Data
  • The Fundamental Analytics Architecture: The Analytics Pyramid

The following sections are included:

• Applied Conversion Analytics Playbook
• ACAP Section One: Problem Definition
• ACAP Section Two: Consumer-centered Solutions

Having established actionable consumer insights and aligned them against business objectives and a consumer experience map that anticipates the various contexts and mindsets through which we will engage consumers, we are now ready to turn to our next step in stage “1. Planning and Content Design” — the development of a creative platform designed to generate salience (attention) and resonance (from recall to engagement) with consumers (Figure 5.1)…

Having developed content that we believe will earn attention and create resonance, we move from content design into the delivery of content through all the media falling under section “2. Interfaces and Experiences”: including media networks and publishers, demand side platforms (DSPs), ad networks, social networks, digital platforms and application programming interfaces (APIs), email, experiential, and search (Figure 6.1). Whether an advertiser or media product offering — your content will reach consumers through one or more of these media…

Chapter 6 introduced the many media that are available in the effort to reach consumers and try and earn their attention and even concentration. In Figure 7.1, these fell under section “2. Interfaces and Experiences” both above the line in video, print, radio, and out of home (OOH), and below the line through digital content, customer relationship management (CRM), and experiential and event marketing. This chapter shifts our focus further “below the line” into paid and organic search, owned websites and apps, shopper marketing, and direct-to-consumer and e-commerce sales…

With choices made from among the vast array of touchpoints we can utilize to engage consumers on their journey from awareness through conversion, and with our objectives and experience designs developed through the first two sections of the ACAP, let’s turn now to the more engineering focused aspects of conversion science.

The following sections are included:

• ACAP Section 4: Data Management and Data Application
• Data Management
• Data Application: Predictive, Prescriptive, and Adaptive Analytics

Analytics is more than just data. Great analysis requires transformation of data to information, of information to knowledge, and hopefully, over time, of knowledge to wisdom. This final chapter is an attempt to share perspectives on our society and the culture of businesses as new sources of knowledge which will hopefully be transformed into wisdom around the practice of analytics.

The following sections are included:

• Conclusion
• Index