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Author:
Hemann, Chuck, author.
Title:
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; foreword by Jeremiah Owyang.
Edition:
Second edition.
Publisher:
Pearson EducationInc.,
Copyright Date:
2018
Description:
xix, 252 pages : illustrations, map ; 23 cm
Subject:
Internet marketing.
Digital media.
Social media.
Marketing--Management.
Other Authors:
Burbary, Ken, author.
Notes:
Includes bibliographical references and index.
Contents:
Understanding the synergetic digital ecosystem -- Understanding digital analytics concepts -- Choosing your analytics tools -- Digital analysis : brand -- Digital analysis : audience -- Digital analysis : ecosystem -- Return on investment -- Understanding digital influence -- How to use digital analytics to inform marketing programs -- Improving customer service -- Using digital analytics to anticipate a crisis -- Launching a new product -- Building your research plan -- Building reports that will actually be useful -- The future of digital data.
ISBN:
9780789759603
0789759608
Locations:
CBPF522 -- Coralville Public Library (Coralville)

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