02166nam a22002537a 4500 0 20241026083730.0 241026b xxu||||| |||| 00| 0 eng d 9780367456412 HF 5415.1265 .F47 2024 Forez, A. Karim, author. Digital analytics for marketing / A. Karim Feroz, Gohar F. Khan and Marshall Sponder. 2nd ed. New York, NY : Routledge, 2024. xii, 307 p. : ill. ; 26 cm. Mastering business analytics. Includes bibliographical references and index. "This 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"--Provided by publisher. Internet marketing. Social media. Khan, Gohar F., author. Sponder, Marshall, author. lcc BK 366616 366616 0 0 lcc 0 CL CL RES 2024-10-26 Library Fund 0 HF 5415.1265 .F47 2024 C23870 2024-10-26 00:00:00 2024-10-26 BK