Textbook Details
Marketing Analytics: A Comprehensive Guide v1.0
- By:
- Christina J. Inge
- Published:
- February 2022
- Discipline:
- Marketing Textbooks
- ISBN (Digital):
- 978-1-4533-9894-4
Brief Table of Contents
Chapter 1: What Is Marketing Analytics?
Chapter 2: Internal Data: Many Sources, One Goal
Chapter 3: From Direct Mail to Ad Platforms: Supplementing Internal Data with External Databases and Research
Chapter 4: The Data Engine of Search
Chapter 5: Understanding Your Landscape
Chapter 6: Measuring the Social Web
Chapter 7: Over 100 Billion Emails a Day?
Chapter 8: Measuring the Web’s Data
Chapter 9: Going Beyond the Basics
Chapter 10: Offline Research Matters, Even in an Online World
Chapter 11: The Engagement Economy
Chapter 12: Predictive Analytics, Data Visualizations, and Dashboards