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OverviewThis 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. Full Product DetailsAuthor: Robert Cluley (University of Birmingham)Publisher: Bristol University Press Imprint: Bristol University Press ISBN: 9781529233360ISBN 10: 1529233364 Pages: 240 Publication Date: 19 December 2024 Audience: Professional and scholarly , General/trade , Professional & Vocational , General Format: Hardback Publisher's Status: Forthcoming Availability: Not yet available, will be POD  This item is yet to be released. You can pre-order this item and we will dispatch it to you upon it's release. This is a print on demand item which is still yet to be released. Table of Contents1. Introduction 2. The Ethnographic Classics 3. Marketing in the Wild 4. Studying Marketing Ethnographically 5. Marketing Work 6. Clients Get Hung Up on a Number 7. Scientism in Action 8. Marketing Outsight 9. Artistic Qualification 10. The Art of Data 11. Marketing Science FictionReviewsAuthor InformationRobert Cluley is Associate Professor of Marketing at the University of Birmingham, UK. Tab Content 6Author Website:Countries AvailableAll regions |
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