May 2018
Beginner to intermediate
272 pages
8h 8m
English
book
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
by Chuck Hemann, Ken Burbary
Content preview from Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
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2
Understanding Digital Analytics Concepts
Data and digital analytics have accelerated the pace of marketing unlike ever before, pulling analytics experts into the spotlight. The explosion of data-driven decision making has shifted marketing strategies and analyst tools in big ways. In this chapter, we examine the digital analytics concepts that continue to be essential in defining what marketers and communicators need to understand to compete.
Further, the massive insurgence of digital media has pushed the shift in marketer opportunities from messaging campaigns to defining relevant and personalized consumer experiences. So, not only have digital data and analytics further accelerated available data with which to plan better campaigns, more ...
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