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Digital analytics for marketing / Marshall Sponder and Gohar F. Khan

By: Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: New York ; London : Routledge, 2018Edition: First editionDescription: 1 Online-RessourceISBN:
  • 9781317278436
  • 1315640910
  • 9781315640914
Subject(s): Additional physical formats: 9781317278443 | 9781317278429 | 9781138190672. | 9781138190689. | Erscheint auch als: Digital analytics for marketing. Druck-Ausgabe New York : Routledge, Taylor & Francis Group, 2018. xxv, 389 SeitenDDC classification:
  • 658.8/340285
RVK: RVK: QP 650 | ST 520LOC classification:
  • HF5415.1265
Online resources: Summary: ""Cover""; ""Title""; ""Copyright""; ""Dedication""; ""Contents""; ""List of Figures and Table""; ""Manuscript Class.Reviewers at Zbklin School of Business and Rutgers University, and Other Academic Chapter Reviewers""; ""Preface""; ""1 The Evolution of Digital Analytics and the Internet""; ""2 Search Engines and the Internet""; ""3 Social Media History""; ""4 Digital Analytics Industry Players""; ""5 Basic Web Analytics and Web Intelligence""; ""6 Advanced Web Analytics and Web Intelligence""; ""7 Understanding and Working with Third-Party DataSummary: "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."--Provided by publisherPPN: PPN: 1003152279Package identifier: Produktsigel: ZDB-4-NLEBK
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