Digital marketing analytics
Subtitle: making sense of consumer data in a digital world
By: Chuck Hemann, Ken Burbary ; foreword by Jeremiah Owyang
Contributors: Burbary, Ken, author; Owyang, Jeremiah, writer of foreword
Edition: Second edition.
Published: 2018
Language: eng
Number of pages: 252
ISBN-13: 9780789759603
Copyright date: 2018
Subjects: Social media; Marketing; Management; Internet marketing; Digital media
Notes: Includes bibliographical references and index.
Table of contents: title: Understanding the synergetic digital ecosystem; title: Understanding digital analytics concepts; title: Choosing your analytics tools; title: Digital analysis : brand; title: Digital analysis : audience; title: Digital analysis : ecosystem; title: Return on investment; title: Understanding digital influence; title: How to use digital analytics to inform marketing programs; title: Improving customer service; title: Using digital analytics to anticipate a crisis; title: Launching a new product; title: Building your research plan; title: Building reports that will actually be useful; title: The future of digital data.