Digital Analytics for Marketing (Mastering Business Analytics) - Tapa blanda

Sponder, Marshall

 
9781138190689: Digital Analytics for Marketing (Mastering Business Analytics)
Tapa blanda
ISBN 10: 1138190683 ISBN 13: 9781138190689
Editorial: Routledge, 2017

Sinopsis

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.

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Acerca del 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.

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Editorial
Routledge
Año de publicación
2017
Idioma
Inglés
ISBN 10 
1138190683
ISBN 13 
9781138190689
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
416
Editor
Khan Gohar F.
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9781138190672: Digital Analytics for Marketing (Mastering Business Analytics)

Edición Destacada

ISBN 10:  1138190675 ISBN 13:  9781138190672
Editorial: Routledge, 2017
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