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If you have a passion for marketing and analytics are are looking for practical experiences to help you learn the science behind success, Digital Analytics 101 is the book for you. It's perfect for recent graduates and recognized marketers alike and provides you with information on topics such as: marketing methodology, brand monitoring, SEM and SEO, content marketing, social media marketing and measurement, how to use surveys and research, and much more. This book has a strong emphasis on marketing analytics, plus a range of exercises, handouts, screenshots, and case studies. Once upon a time, Digital Analytics 101 was an educational agency designed to teach marketers and small to medium business owners how to measure the performance of their digital marketing. We offered live classes (usually hosted through local businesses like churches), online classes, presentations in a variety of industries (construction, digital analytics, thought leadership, church leadership, and local college and university guest lectures). We blogged and published articles for print magazines and websites like Yahoo! Small Business, Web Analytics World, and American Express OPEN. It started as a side project; a way for our experts to share what they knew with the larger community, a community that at the time was very hungry for knowledge. The business closed in 2015, but it seemed like a shame not to write a book for anyone to use. FAIR WARNING: because the internet changes faster than a teenager picking out clothes for a first date, some of the screenshots of interfaces are probably outdated. The strategy behind the course is still intact, but the way you access that information may have changed.
Learn the concepts and methods for creating economic and business value with digital analytics, mobile analytics, web analytics, and market research and social media data. In Digital Analytics Primer, pioneering expert Judah Phillips introduces the concepts, terms, and methods that comprise the science and art of digital analysis for web, site, social, video, and other types of quantitative and qualitative data. Business readers—from new practitioners to experienced executives—who want to understand how digital analytics can be used to reduce costs and increase profitable revenue throughout the business should read this book. Phillips delivers a comprehensive review of the core concepts, vocabulary, and frameworks, including analytical methods and tools that can help you successfully integrate analytical processes, technology, and people into all aspects of business operations. This unbiased and product-independent primer draws from the author's extensive experience doing and managing analytics in this field.
Drive maximum business value from digital analytics, web analytics, site analytics, and business intelligence! In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for using it to reduce costs and increase profitable revenue throughout the business. Phillips covers everything from making the business case through defining and executing strategy, and shows how to successfully integrate analytical processes, technology, and people in all aspects of operations. This unbiased and product-independent guide is replete with examples, many based on the author’s own extensive experience. Coverage includes: key concepts; focusing initiatives and strategy on business value, not technology; building an effective analytics organization; choosing the right tools (and understanding their limitations); creating processes and managing data; analyzing paid, owned, and earned digital media; performing competitive and qualitative analyses; optimizing and testing sites; implementing integrated multichannel digital analytics; targeting consumers; automating marketing processes; and preparing for the revolutionary “analytical economy.” For all business practitioners interested in analytics and business intelligence in all areas of the organization.
Become a PRO in Digital Marketing Step-by-Step.. In this issue we have covered basis steps about Digital Marketing and advance stages of Digital Marketing. We have covered topics like: What is Digital Marketing? Benefits of Digital Marketing? Who all should be involved in Digital Marketing in your business Role of Content in Digital Marketing How to Create A Successful Campaign How measure the Campaign How to Get Traffic using Digital Marketing to your Website How Conversion Works Analytics Measuring your success in Digital Marketing
This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when 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 authors cover 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 their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides.
Social Data Analytics is the first practical guide for professionals who want to employ social data for analytics and business intelligence (BI). This book provides a comprehensive overview of the technologies and platforms and shows you how to access and analyze the data. You'll explore the five major types of social data and learn from cases and platform examples to help you make the most of sentiment, behavioral, social graph, location, and rich media data. A four-step approach to the social BI process will help you access, evaluate, collaborate, and share social data with ease. You'll learn everything you need to know to monitor social media and get an overview of the leading vendors in a crowded space of BI applications. By the end of this book, you will be well prepared for your organization's next social data analytics project. - Provides foundational understanding of new and emerging technologies—social data, collaboration, big data, advanced analytics - Includes case studies and practical examples of success and failures - Will prepare you to lead projects and advance initiatives that will benefit you and your organization
Digital technologies have changed how we shop, work, play, and communicate, reshaping our societies and economies. To understand digital capitalism, we need to grasp how advances in geospatial technologies underpin the construction, operation, and refinement of markets for digital goods and services. In The Map in the Machine, Luis F. Alvarez Leon examines these advances, from MapQuest and Google Maps to the rise of IP geolocation, ridesharing, and a new Earth Observation satellite ecosystem. He develops a geographical theory of digital capitalism centered on the processes of location, valuation, and marketization to provide a new vantage point from which to better understand, and intervene in, the dominant techno-economic paradigm of our time. By centering the spatiality of digital capitalism, Alvarez Leon shows how this system is the product not of seemingly intangible information clouds but rather of a vast array of technologies, practices, and infrastructures deeply rooted in place, mediated by geography, and open to contestation and change.
"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.
This book comprehensively discusses how information technology can be utilized in business planning and development. With a practical approach based on current business theories, readers will be guided through the fundamental concepts of business planning and sustainable business development strategies. Each chapter provides an in-depth understanding of how information technology can strengthen the business planning and development processes. From using data for strategic decision-making to integrating information technology into business models, readers will be encouraged to understand how to optimize the potential of information technology for maximum business advantage. Furthermore, the book also addresses the challenges and opportunities faced in the utilization of information technology in the modern era. By including relevant case studies from various industries, readers will gain clearer insights into the real-world applications of the discussed concepts. Thus, this book becomes an essential guide for business professionals, managers, and students who seek to understand and effectively utilize the potential of information technology in business planning and development in the digital era.
Strategic Leadership in Digital Evidence: What Executives Need to Know provides leaders with broad knowledge and understanding of practical concepts in digital evidence, along with its impact on investigations. The book's chapters cover the differentiation of related fields, new market technologies, operating systems, social networking, and much more. This guide is written at the layperson level, although the audience is expected to have reached a level of achievement and seniority in their profession, principally law enforcement, security and intelligence. Additionally, this book will appeal to legal professionals and others in the broader justice system. - Covers a broad range of challenges confronting investigators in the digital environment - Addresses gaps in currently available resources and the future focus of a fast-moving field - Written by a manager who has been a leader in the field of digital forensics for decades