TY  - BOOK
AU  - Feroz, A. Karim
AU  - Khan, Gohar F.; Sponder, Marshall
TI  - Digital analytics for marketing
T2  - Mastering business analytics
SN  - 9780367456412
AV  - 658.8340285 F399 2024 
PY  - 2024///
CY  - New York ; London
PB  - Routledge Taylor & Francis Group
KW  - Internet marketing
KW  - Social media
N1  - Includes bibliographical references and index; Introduction to digital marketing and analytics -- Digital marketing KPIs, strategy, ecosystems, governance, and more -- The evolution of digital analytics and the internet -- The growth and relevance of social media in analytics and digital marketing --Data for digital marketing analytics -- Social media analytics for digital marketing -- Actions, hyperlink and mobile analytics in digital marketing -- Advanced AI and algorithms -- Basic web analytics and web intelligence -- Advanced web analytics and web intelligence -- Aligning digital marketing with business strategy -- Deriving strategic insights and `digital value` from digital marketing analytics
N2  - "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"--|cProvided by publisher
ER  -