Marketing science fictions: an ethnography of marketing analytics, consumer insight, and data science

By:

Cluley, Robert

Material type: Text

TextPublication details: Bristol University Press Bristol 2025Description: v, 186 pISBN:

9781529233360

Subject(s):

DDC classification:

658.83 CLU

Summary: 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. (https://bristoluniversitypress.co.uk/marketing-science-fictions)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.83 CLU (Browse shelf(Opens below))	1	Available		008838

Table of Contents:

1. 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 Fiction

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.

(https://bristoluniversitypress.co.uk/marketing-science-fictions)

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