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Textbook Details

Cover of Marketing Analytics: A Comprehensive Guide v1.0
Marketing Analytics: A Comprehensive Guide v1.0
Christina J. Inge
February 2022
Marketing Textbooks
ISBN (Digital): 

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

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