January 2024
Intermediate to advanced
320 pages
10h 3m
English
Content preview from Digital Analytics for Marketing, 2nd Edition
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1.1 General Functions of Marketing
1.2 This Book’s Structure in Relation to Digital RAA Framework
1.3 Digital RAA Framework for Digital Marketing Analytics
2.1 Digital Marketing Analytics Tools
3.1 Structured vs. Unstructured Data
3.3 Evolution of Digital Analytics
5.1 Data That Is Routinely Harvested on Individuals
6.1 Seven Layers of Social Media Analytics
6.2 Social Media’s Role Informing Each Business Function/Stakeholder
6.3 The Social Media Analytics Cycle
6.4 Sample Social Analytics Vendor Assessment Example
7.1 Business Metrics Pyramid of ROI
7.2 Different Types of Hyperlinks
8.1 Purposes of Text Analytics
8.2 Transforming Data Using Enterprise Data Tools and Storing It in a Data Warehouse
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