Digital Analytics for Marketing

2. Auflage 2024
ISBN: 978-0-367-45792-1
Verlag: Routledge

Buch, Englisch, 320 Seiten, Format (B × H): 183 mm x 260 mm, Gewicht: 803 g

Reihe: Mastering Business Analytics

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.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Feroz, A. Karim

Khan, Gohar F.

Sponder, Marshall

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Dr. A. Karim Feroz is a research scientist with expertise in digital transformation, digital business strategy, and Industry 4.0. He has an MBA (strategic management focus) and a PhD in the field of ICT (information and telecommunication technology) management from South Korea’s number one ranked elite research university, KAIST (Korea Advanced Institute of Science and Technology). He has more than five years of research experience in academic, policy, business, and strategic management settings. He has experience in the government and private sectors as well as in NGOs in Afghanistan and South Korea.

Dr. Gohar F. Khan is a computational social scientist with expertise in digital business, data analytics, and network science. He specializes in both quantitative and qualitative research methods. His work has been published in several refereed journals, conference proceedings, and books.

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.