Digital Analytics for Marketing
eBook - ePub
No longer available |Learn more

Digital Analytics for Marketing

Gohar F. Khan, Marshall Sponder

  1. 390 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub
No longer available |Learn more

Digital Analytics for Marketing

Gohar F. Khan, Marshall Sponder

Book details
Table of contents
Citations

About This Book

This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective.

Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book's experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box.

Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor's manual, test bank, and PowerPoint slides.

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Information

Publisher
Routledge
Year
2017
ISBN
9781317278436
Edition
1
Topic
Business
Subtopic
Marketing digitale
Index
Business

Table of contents

  1. Cover
  2. Title
  3. Copyright
  4. Dedication
  5. Contents
  6. List of Figures and Tables
  7. Manuscript Class Reviewers at Zicklin School of Business and Rutgers University, and Other Academic Chapter Reviewers
  8. Preface
  9. 1 The Evolution of Digital Analytics and the Internet
  10. 2 Search Engines and the Internet
  11. 3 Social Media History
  12. 4 Digital Analytics Industry Players
  13. 5 Basic Web Analytics and Web Intelligence
  14. 6 Advanced Web Analytics and Web Intelligence
  15. 7 Understanding and Working with Third-Party Data
  16. 8 An Introduction to Social Media Analytics
  17. 9 Leveraging Social Media Content and Analytics
  18. 10 Advanced Text Analytics and Algorithms
  19. 11 Geo-Location Analytics
  20. 12 Social Media Actions Analytics
  21. 13 Social Media Hyperlink Analytics
  22. 14 Network Analysis and Social Network Mapping
  23. 15 Mobile Analytics
  24. 16 Aligning Digital Media with Business Strategy
  25. 17 Applying Digital Analytics to a Social Network
  26. Index