This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective.

Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book's experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box.

Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor's manual, test bank, and PowerPoint slides.

�ber die Autorin bzw. den Autor

Marshall Sponder holds a dual appointment as a Faculty Lecturer at Zicklin School of Business, Baruch College, USA, where he teaches digital analytics, text analytics, and Internet marketing to graduate and undergraduate students, and an Associate Professor of Professional Practice at Rutgers Business School, USA.

Gohar F. Khan is a Senior Lecturer at the University of Waikato, New Zealand. His research interests included social media analytics, social media adoption/use, and network analysis. His work on social media and information systems has appeared in several refereed journals, conference proceedings, and books.

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Goodwill Industries of Northern Illinois is a community-based not-for-profit organization whose mission is to create opportunities for individuals with barriers to enhance their lives. We?re a retailer and a recycler that puts all of our sales revenue back into the communities we serve. We?re creating jobs and enhancing the lives of people with disabilities. We?re providing vital skills and training to those who need it most. GoodwillNI is a 100% non-profit organization doing good work throughout an 18-county area in Northern Illinois and Southern Wisconsin. THANK YOU! Without your donations, shopping, and the support of local businesses and the community at large, we could not perform these Missions that are so increasingly vital to thousands of individuals throughout our service area. Through Goodwill, you?re creating opportunities and changing lives.

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