000			01897nam a22002057a 4500
005			20240219181147.0
008			240219b |||||||| |||| 00| 0 eng d
020			_a9780367365059
082			_a658.812 _bSPO
100			_aSponder, Marshall _914380
245			_aDigital analytics for marketing
260			_bRoutledge _aNew York _c2023
300			_a389 p.
365			_aINR _b1995.00
520			_ahis second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides.
650			_aInternet marketing _913247
650			_aSocial media _913507
700			_aKhan, Gohar F. _916147
942			_cBK _2ddc
999			_c6125 _d6125