January 2024
Intermediate to advanced
320 pages
10h 3m
English
Content preview from Digital Analytics for Marketing, 2nd Edition
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Preface
We present this updated and expanded version of the previous book, Digital Analytics for Marketing. I am thankful to Marshall Sponder and Gohar F. Khan, the original authors of the first edition, for providing me this great opportunity to work with them on this book. I am privileged and honored to have them as my co-authors. Their work on the first edition laid the foundation for this book. In this second edition of the book, we build upon the previous work and new research to provide updates on digital marketing analytics.
As we know, digital technologies have penetrated every aspect of our lives in this rapidly evolving digital age. The emergence of new digital technologies such as artificial intelligence, big data analytics, blockchain, ...
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