Hemann, Chuck <br/><br/>
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 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780789759603 0789759608 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Internet marketing.<br/>Digital media.<br/>Social media.<br/>Marketing--Management.<br/>Digital media.
<br/><br/><label>LC Class. No.: </label>HF5415.1265  / .H487D