Digital Analytics for Marketing - Khan, Gohar F.; Sponder, Marshall
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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.

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Produktbeschreibung
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.
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Autorenporträt
Marshall Sponder holds a dual appointment as a Faculty Lecturer at Zicklin School of Business, Baruch College, USA, where he teaches digital analytics, text analytics, and Internet marketing to graduate and undergraduate students, and an Associate Professor of Professional Practice at Rutgers Business School, USA. Gohar F. Khan is a Senior Lecturer at the University of Waikato, New Zealand. His research interests included social media analytics, social media adoption/use, and network analysis. His work on social media and information systems has appeared in several refereed journals, conference proceedings, and books.