Digital Analytics for Marketing
eBook - ePub

Digital Analytics for Marketing

  1. 308 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Digital Analytics for Marketing

About this book

This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when 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 authors cover 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 their learning by helping them to think outside the box.

Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics.

Online support materials for this book include an instructor's manual, test bank, and PowerPoint slides.

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Yes, you can access Digital Analytics for Marketing by A. Karim Feroz,Gohar F. Khan,Marshall Sponder in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2024
eBook ISBN
9781003821786
Edition
2
Topic
Business
Subtopic
Advertising
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Series
  4. Title
  5. Copyright
  6. Contents
  7. List of Figures
  8. List of Tables
  9. Preface
  10. 1 Introduction to Digital Marketing and Analytics
  11. 2 Digital Marketing KPIs, Strategy, Ecosystems, Governance, and More
  12. 3 The Evolution of Digital Analytics and the Internet
  13. 4 The Growth and Relevance of Social Media in Analytics and Digital Marketing
  14. 5 Data for Digital Marketing Analytics
  15. 6 Social Media Analytics for Digital Marketing
  16. 7 Actions, Hyperlink, and Mobile Analytics in Digital Marketing
  17. 8 Advanced AI and Algorithms
  18. 9 Basic Web Analytics and Web Intelligence
  19. 10 Advanced Web Analytics and Web Intelligence
  20. 11 Aligning Digital Marketing With Business Strategy
  21. 12 Deriving Strategic Insights and “Digital Value” From Digital Marketing Analytics
  22. Index