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Foreword by Gary Angel
Introduction to This Primer
Chapter 1 What Is Digital Analytics?
How Does Big Data and Data Science Fit into Digital Analytics?
The Strategic and Tactical Use of Digital Analytics
A Practitioner’s Perspective on Answering the What and the Why with Digital Analytics
Digital Analytics Concepts
Paid, Earned, and Owned Media in Digital Analytics
Digital Analytics for Social Media: Social Analytics
Is Social Media Analytics About Brand or Direct Response?
Social Media Direct Response Analytics
The Incrementality of Social Media
Digital Analytics for Mobile: Mobile Analytics
Understanding Mobile Analytics Concepts
Why Mobile Analytics and How Is It Different from Site Analytics?
The Importance of Measuring Mobile