,
,
, Digital Analytics for Marketing
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.
Dr. A. Karim Feroz is a research scientist with expertise in digital
transformation, digital business strategy, and Industry 4.0. He has an MBA
,
, Digital Analytics for Marketing
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.
Dr. A. Karim Feroz is a research scientist with expertise in digital
transformation, digital business strategy, and Industry 4.0. He has an MBA
