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Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary

Main Author Hemann, Chuck Coauthor Burbary, Ken Edition 2nd ed. Publication [S. l.] : Pearson Education, cop. 2018 Description xix, 252 p. : il. ; 23 cm ISBN 9780789759603 Topical name Marketing digital CDU 658.8:004.73
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8:004.73 HEM Available 9838
Book Biblioteca IPAM Porto
658.8:004.73 HEM 11140 Available 11140
Total holds: 0

Table of contents

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

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