Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Jeremiah Owyang]

By: Hemann, Chuck [author.]Contributor(s): Burbary, Ken [author.]Material type: TextTextPublisher: [New York] : Pearson Education, Inc., [2018]Copyright date: ©2018Edition: Second editionDescription: xix, 252 pages : illustrations, map ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0789759608; 9780789759603Subject(s): Internet marketing | Digital media | Social media | Marketing -- Management | Digital media | Internet marketing | Marketing -- Management | Social mediaDDC classification: 658.8/72 LOC classification: HF5415.1265 | .H46 2018
Contents:
Understanding the synergetic digital ecosystem -- Understanding digital analytics concepts -- Choosing your analytics tools -- Digital analysis : brand -- Digital analysis : audience -- Digital analysis : ecosystem -- Return on investment -- Understanding digital influence -- How to use digital analytics to inform marketing programs -- Improving customer service -- Using digital analytics to anticipate a crisis -- Launching a new product -- Building your research plan -- Building reports that will actually be useful -- The future of digital data.
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658.8/72 HEM (Browse shelf) Available CL-69
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Includes bibliographical references and index.

Understanding the synergetic digital ecosystem -- Understanding digital analytics concepts -- Choosing your analytics tools -- Digital analysis : brand -- Digital analysis : audience -- Digital analysis : ecosystem -- Return on investment -- Understanding digital influence -- How to use digital analytics to inform marketing programs -- Improving customer service -- Using digital analytics to anticipate a crisis -- Launching a new product -- Building your research plan -- Building reports that will actually be useful -- The future of digital data.

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