Mastering Marketing Data Science

CHAPTER 7Social Media Analytics and Web Analytics

7.1 INTRODUCTION

The digital revolution has profoundly affected the marketing landscape. As businesses and consumers alike have moved online, social media platforms and websites have become critical touchpoints for brands. These platforms generate an abundance of data, providing unique insights into consumer behavior, preferences, and sentiment (Tiago & Veríssimo, 2014). The ability to understand and use this data is crucial for marketers in today's digital-first environment.

Social media analytics and web analytics are two key methodologies for harnessing this data. Social media analytics involves the collection and analysis of data from social media platforms to inform marketing decisions (Stieglitz et al., 2014). It can help marketers understand their audience, gauge sentiment for their brand, and track the effectiveness of their social media campaigns.

Web analytics, however, focuses on the analysis of data generated by visitor activity on a website. This can include metrics such as page views, bounce rate, session duration, and conversion rates. Web analytics can provide insights into user behavior, enabling marketers to optimize their website for better user experience (UX) and increased conversions (Chaffey & Patron, 2012).

In this chapter, we will provide a comprehensive overview of social media analytics and web analytics, exploring key concepts, techniques, and practical applications. We will also delve into specific ...