000			02166nam a22002537a 4500
003			0
005			20241026083730.0
008			241026b xxu||||| |||| 00| 0 eng d
020			_a9780367456412
050			_aHF 5415.1265 _b.F47 2024
100			_aForez, A. Karim, _eauthor.
245			_aDigital analytics for marketing / _cA. Karim Feroz, Gohar F. Khan and Marshall Sponder.
250			_a2nd ed.
260			_aNew York, NY : _bRoutledge, _c2024.
300			_axii, 307 p. : _bill. ; _c26 cm.
490			_aMastering business analytics.
504			_aIncludes bibliographical references and index.
520			_a"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.
650			_aInternet marketing.
650			_aSocial media.
700			_aKhan, Gohar F., _eauthor.
700			_aSponder, Marshall, _eauthor.
942			_2lcc _cBK
999			_c366616 _d366616