Digital analytics for marketing /
Sponder, Marshall
Digital analytics for marketing / Marshall Sponder & Gohar F. Khan. - First Edition. - New York : Routledge, Taylor & Francis Group, c2018 - xxv, 389 pages : illustrations ; 26 cm.
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.
9781138190689 (pbk) 9781138190672 (hbk)
2017016297
HF5415.1265 / S658 2017
658.8340285
Digital analytics for marketing / Marshall Sponder & Gohar F. Khan. - First Edition. - New York : Routledge, Taylor & Francis Group, c2018 - xxv, 389 pages : illustrations ; 26 cm.
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.
9781138190689 (pbk) 9781138190672 (hbk)
2017016297
HF5415.1265 / S658 2017
658.8340285