Digital Analytics for Marketing

This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices to apply data in 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 hot 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 look outside the box.

Filled with engaging, interactive activities, 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.

Marshall Sponder is a Full Time Lecturer at Baruch College, USA, where he teaches Digital Analytics to graduate students, and an Associate Professor at Rutgers University, USA. He has considerable industry experience at IBM, Monster, Porter Novelli, and several other firms.

Gohar F. Khan is a Senior Lecture at the University of Waikato, New Zealand. He is the Founding Director of Center for Social Technologies, which investigates strategic, organizational, behavioural, legal, and economic aspects of social technologies. His work on social media and information technology has appeared in several refereed journals, conference proceedings, and books.