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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 …
Preface -- The evolution of digital analytics and the internet -- Search engines & the internet -- Social media history -- Digital analytics industry players -- Basic web analytics and web intelligence -- Advanced web analytics and web intelligence -- Understanding and working w…
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. D…