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Digital analytics for marketing / Marshall Sponder & Gohar F. Khan.

By: Sponder, Marshall.
Contributor(s): Khan, Gohar F.
Publisher: New York : Routledge, Taylor & Francis Group, c2018Edition: First Edition.Description: xxv, 389 pages : illustrations ; 26 cm.ISBN: 9781138190689 (pbk); 9781138190672 (hbk).Subject(s): Internet marketing | Social media | Business & financeDDC classification: 658.8340285
Contents:
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.
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658.8340285 SPO (Browse shelf) 1 Available

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.

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