Digital marketing analytics : making sense of consumer data in a digital world - Hemann, Chuck; Burbary, Ken ([New York] : Pearson Education, Inc., 2018)
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.
Includes bibliographical references and index.
Keywords: Internet marketing; Digital media; Social media; Marketing -- Management; Digital media; Internet marketing; Marketing -- Management; Social media