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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.
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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