Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd edition

Published by Que Publishing (23 April 2018) © 2018

  • Chuck Hemann
  • Ken Burbary
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  • A print text
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  • Also available for purchase as an ebook from all major ebook resellers, including InformIT.com

Title overview

A complete, up-to-date hands-on tutorial and strategy guide to transforming digital marketing data into actionable, profitable knowledge

Table of contents

  • Chapter 1 Understanding the Synergetic Digital Ecosystem
  • Chapter 2 Understanding Digital Analytics Concepts
  • Chapter 3 Choosing Your Analytics Tools
  • Chapter 4 Digital Analysis: Brand
  • Chapter 5 Digital Analysis: Audience
  • Chapter 6 Digital Analysis: Ecosystem
  • Chapter 7 Return on Investment
  • Chapter 8 Understanding Digital Influence
  • Chapter 9 How to Use Digital Analytics to Inform Marketing Programs
  • Chapter 10 Improving Customer Service
  • Chapter 11 Using Digital Analytics to Anticipate a Crisis
  • Chapter 12 Launching a New Product
  • Chapter 13 Building Your Research Plan
  • Chapter 14 Building Reports that Will Actually Be Useful
  • Chapter 15 The Future of Digital Data

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