Description
Taylor & Francis Ltd Digital Analytics for Marketing 2017 Edition by Marshall Sponder, Gohar F. Khan
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. Table of Contents : 1. The Evolution of Digital Analytics and The Internet2. Search Engines & The Internet3. Social Media History4. Digital Analytics Industry Players5. Basic Web Analytics and Web Intelligence 6. Advanced Web Analytics and Web Intelligence7. Understanding and Working with Third-Party Data8. An Introduction to Social Media Analytics9. Leveraging Social Media Content and Analytics10. Advanced Text Analytics & Algorithms11. Geolocation Analytics12. Social Media Actions Analytics13. Social Media Hyperlink Analytics14. Network Analysis and Social Network Mapping15. Mobile Analytics16. Aligning Digital Media with Business Strategy17. Applying Digital Analytics to a Social Network