This second edition of Architecting Experience offers actionable insights into the practice of conversion science; the methodological application of strategy, measurement and analysis in pursuit of transactions with consumers produced through the design, development and delivery of content, interfaces and experiences. Whether working as a marketer using content to motivate purchase intent, a maker using interfaces as the conduit to connect directly with consumers, or a publisher seeking to sell consumption of the content itself, success requires approaching these efforts with meaningful data and analytics, clearly developed consumer insights and sound consumer engagement strategies. This edition of Architecting Experience develops the reader's ability to understand, develop and apply the data, insights, planning, technical infrastructure and organizational approach required to reach conversion goals through content and experience delivery.

About the Author:

Scot Wheeler is a leader in building, managing and supporting Marketing Science teams that develop and deliver consumer intelligence & segmentation, targeting, propensity scoring, predictive modeling & response forecasting, budget allocation & channel planning, cross-channel performance evaluation, environmental trend analysis, testing, targeting and optimization. Scot served as an Adjunct Lecturer in Northwestern University's Master's Degree program in Integrated Marketing Communications from 2013 to 2017, where he taught 'Statistics for Market Research' and a course on Digital Analytics that he developed and introduced to the program. He is currently developing a new course on Conversion Science. Scot began his career in software development, then moved into enterprise BI and analytics before moving to marketing analytics in 2007. He received his MBA in Strategy, Finance and Marketing from Northwestern University's Kellogg School of Management in 2008. Scot's professional background spans a variety of technology, consulting, agency and e-commerce roles. From his start in software development, Scot's 25 years of experience at the intersection of technology and marketing includes work with Electronic Arts, Motorola, AT&T, MasterCard, State Farm, USAA, Progressive, Humana, HP, GE, Yahoo!, Peapod, Conagra and Diageo.

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