Digital Analytics for Marketing

ISBN-13: 9780367456412 / Miękka / 2024 / 320 str.

Marshall Sponder

Opis

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.

Recenzje

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Spis treści

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

O autorze

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.

Gohar F. Khan is a Senior Lecturer at the University of Waikato, New Zealand. His research interests include 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.

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.