Digital analytics for marketing / Marshall Sponder & Gohar F. Khan.
Material type:
TextPublication details: New York: Routledge, 2018.Edition: 1 EditionDescription: 389 pagesISBN: - 9781138190689 (pbk)
- 658.05467 SPO
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Institute of Management Processing Center | Institute of Management | 658.05467 SPO (Browse shelf(Opens below)) | Available | IMK15875 |
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| 658.05467 SOP E-marketing : text and cases | 658.05467 SOP E - marketing : text and cases | 658.05467 SPO Digital analytics for marketing / | 658.05467 SPO Digital analytics for marketing / | 658.05467 STR E-Marketing | 658.05467 STR e- marketing | 658.05467 STR Artificial intelligence marketing and predicting consumer choice : an overview of tools and techniques / |
Preface -- The evolution of digital analytics and the internet -- Search engines & the internet -- Social media history -- Digital analytics industry players -- Basic web analytics and web intelligence -- Advanced web analytics and web intelligence -- Understanding and working with third-party data -- An introduction to social media analytics -- Leveraging social media content and analytics -- Advanced text analytics & algorithms -- Geolocation analytics -- Social media actions analytics -- Social media hyperlink analytics -- Network analysis and social network mapping -- Mobile analytics -- Aligning digital media with business strategy -- Applying digital analytics to a social network.
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