Digital marketing analytics : making sense of consumer data in a digital world /
Hemann, Chuck
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Jeremiah Owyang] - 2nd edition. - New York : Pearson Education, 2018. - xix, 252 pages : illustrations, map ; 23 cm
Includes bibliographical references and index.
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.
9780789759603 0789759608
Internet marketing.
Digital media.
Social media.
Marketing--Management.
Digital media.
HF5415.1265 / .H487D
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Jeremiah Owyang] - 2nd edition. - New York : Pearson Education, 2018. - xix, 252 pages : illustrations, map ; 23 cm
Includes bibliographical references and index.
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.
9780789759603 0789759608
Internet marketing.
Digital media.
Social media.
Marketing--Management.
Digital media.
HF5415.1265 / .H487D
