Hemann, Chuck,
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Jeremiah Owyang] - Second edition. - [New York] : Pearson Education, Inc., c[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.
0789759608 9780789759603
2018932445
Internet marketing.
Digital media.
Social media.
Marketing--Management.
Digital media.
Internet marketing.
Marketing--Management.
Social media.
HF5415.1265 / .H46 2018
658.8/72
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Jeremiah Owyang] - Second edition. - [New York] : Pearson Education, Inc., c[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.
0789759608 9780789759603
2018932445
Internet marketing.
Digital media.
Social media.
Marketing--Management.
Digital media.
Internet marketing.
Marketing--Management.
Social media.
HF5415.1265 / .H46 2018
658.8/72