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Title:

The golden age of data : media analytics in study & practice / edited by Don A. Grady ; associate editors, Ann Hollifield and Amanda Sturgill.

Publisher:

Routledge,

Copyright Date:

2020

Description:

xx, 278 pages ; 24 cm.

Subject:

Mass media--Audiences.
Mass media--Statistics.--Statistics.
Data mining.
Web usage mining.
Mass media--Methodology.--Methodology.
Social media--Methodology.--Methodology.
Data mining.
Mass media--Audiences.
Mass media--Methodology.--Methodology.
Web usage mining.

Other Authors:

Grady, Don A., editor.
Hollifield, C. Ann, editor.
Sturgill, Amanda Colson, 1968- editor.

Notes:

Includes bibliographical references and index.

Summary:

"Audience and media analytics is more important now than ever, and this latest volume in the cutting-edge BEA Electronic Media Research Series collects some of the top scholars working with big data and analytics today. These chapters describe the development and help define media analytics as an academic discipline and professional practice. Understanding audiences is integral to creating and distributing media messages and the study of media analytics requires knowing a range of skills including research methods, the necessary tools available, familiarity with statistical procedures, and a mindset to provide insights and apply findings. This book summarizes the insights of analytics practitioners regarding the current state of legacy media analysis and social media analytics. Topics covered include the evolution of media technologies, the teaching of media measurement and analytics, the transition taking place in media research, and the use of media analytics to answer meaningful questions, drive content creation, and engage with audiences"-- Provided by publisher.

Series:

Electronic media research series

ISBN:

0367227916
9780367227913

OCLC:

(OCoLC)1133662293

LCCN:

2019055908

Locations:

OVUX522 -- University of Iowa Libraries (Iowa City)