Amazon cover image
Image from Amazon.com

Digital analytics for marketing Marshall Sponder and Gohar F. Khan

By: Contributor(s): Publication details: New York, NY : Routledge, c2018.Description: xxv, 389 p. : ill. ; 26 cmISBN:
  • 9781138190672
  • 9781138190689
Subject(s): DDC classification:
  • 658.8 SP DI
Summary: This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for 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 author covers 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 learning by helping them to think outside the box.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Notes Date due Barcode Course reserves
REGULAR University of Wollongong in Dubai Main Collection 658.8 SP DI (Browse shelf(Opens below)) Available T0060248

MARK301 Autumn2025

REGULAR University of Wollongong in Dubai Main Collection 658.8 SP DI (Browse shelf(Opens below)) Available May2018 T0056695

This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for 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 author covers 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 learning by helping them to think outside the box.

MARK301

There are no comments on this title.

to post a comment.