Policy Press

Marketing Science Fictions

An Ethnography of Marketing Analytics, Consumer Insight, and Data Science

By Robert Cluley

Published

Dec 19, 2024

Page count

192 pages

ISBN

978-1529233360

Dimensions

234 x 156 mm

Imprint

Bristol University Press

Published

Dec 19, 2024

Page count

192 pages

ISBN

978-1529233384

Dimensions

234 x 156 mm

Imprint

Bristol University Press

Published

Dec 19, 2024

Page count

192 pages

ISBN

978-1529233384

Dimensions

234 x 156 mm

Imprint

Bristol University Press
Marketing Science Fictions

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.

“Cluley opens up the mysterious black box of marketing work in ways that are insightful, engaging and accessible. This book is essential reading for any marketing student and practitioner hoping to understand what marketing work really is.” Detlev Zwick, York University, Canada

Robert Cluley is Associate Professor of Marketing at the University of Birmingham, UK.

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