Preface -- The evolution of digital analytics and the internet --
Search engines & the internet -- Social media history --
Digital analytics industry players -- Basic web analytics and web intelligence -- Advanced web analytics and web intelligence --
Understanding and working with third-party data -- An introduction to social media analytics -- Leveraging social media content and analytics -- Advanced text analytics & algorithms -- Geolocation analytics --
Social media actions analytics -- Social media hyperlink analytics -- Network analysis and social network mapping -- Mobile analytics --Aligning digital media with business strategy -- Applying digital analytics to a social network.

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