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Textbook Details
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