Digital Analytics for Marketing | Taschenbuch

Cover: 9781138190689 | Digital Analytics for Marketing | Gohar F. Khan (u. a.) | Taschenbuch

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

Marshall Sponder holds a dual appointment as a Faculty Lecturer at Zicklin School of Business, Baruch College, USA, where he teaches digital analytics, text analytics, and Internet marketing to graduate and undergraduate students, and an Associate Professor of Professional Practice at Rutgers Business School, USA.

Gohar F. Khan is a Senior Lecturer at the University of Waikato, New Zealand. His research interests included social media analytics, social media adoption/use, and network analysis. His work on social media and information systems has appeared in several refereed journals, conference proceedings, and books.

Inhaltsverzeichnis

1. The Evolution of Digital Analytics and The Internet

2. Search Engines & 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 Data

8. An Introduction to Social Media Analytics

9. Leveraging Social Media Content and Analytics

10. Advanced Text Analytics & Algorithms

11. Geolocation Analytics

12. Social Media Actions Analytics

13. Social Media Hyperlink Analytics

14. Network Analysis and Social Network Mapping

15. Mobile Analytics

16. Aligning Digital Media with Business Strategy

17. Applying Digital Analytics to a Social Network

Details

Erscheinungsjahr:	2017
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781138190689
ISBN-10:	1138190683
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Khan, Gohar F. Sponder, Marshall
Hersteller:	Taylor & Francis Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	251 x 179 x 30 mm
Von/Mit:	Gohar F. Khan (u. a.)
Erscheinungsdatum:	06.10.2017
Gewicht:	0,769 kg

Artikel-ID: 131806758