Description
Book SynopsisThis 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 lear
Table of Contents
1. Introduction to Digital Marketing and Analytics 2. Digital Marketing KPIs, Strategy, Ecosystems, Governance, and More 3. The Evolution of Digital Analytics and the Internet 4. The Growth and Relevance of Social Media in Analytics and Digital Marketing 5. Data for Digital Marketing Analytics 6. Social Media Analytics for Digital Marketing 7. Actions, Hyperlink, and Mobile Analytics in Digital Marketing 8. Advanced AI and Algorithms 9. Basic Web Analytics and Web Intelligence 10. Advanced Web Analytics and Web Intelligence 11. Aligning Digital Marketing with Business Strategy 12. Deriving Strategic Insights and ‘Digital Value’ from Digital Marketing Analytics
