000			03168nam a2200385Ia 4500
005			20260803094251.0
008			251212s2024 xx 000 0 und d
245	1		_aDigital analytics for marketing / _cA. Karim Feroz, Gohar F. Khan and Marshall Sponder.
100			_aFeroz, A. Karim
700			_aKhan, Gohar F.; Sponder, Marshall
260			_aNew York ; London : _bRoutledge Taylor & Francis Group, _c2024.
250			_aSecond edition
300			_axii, 307 pages:
300			_c25 cm
490			_aMastering business analytics
500			_aIncludes bibliographical references and index
020			_a9780367456412
650			_aInternet marketing.
650			_aSocial media.
944			_aCIR
050			_a658.8340285 F399 2024
943			_b0 _c0 _d0 _e1 _f0 _g0 _h1 _i0 _j0
944			_b1 _c1 _d0
953			_pHED6864
546			_ain English
953			_cCollege Library
505			_aIntroduction 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
520			_a"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.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _adsolimen _b2025-01-22 15:00:49 _ddsolimen _e2025-01-22 15:02:05
998			_a13223
999			_c13094 _d13094