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.

chapter Chapter 1|17 pages

Introduction to Digital Marketing and Analytics

chapter Chapter 3|18 pages

The Evolution of Digital Analytics and the Internet

chapter Chapter 5|16 pages

Data for Digital Marketing Analytics

chapter Chapter 6|24 pages

Social Media Analytics for Digital Marketing

chapter Chapter 8|38 pages

Advanced AI and Algorithms

chapter Chapter 9|46 pages

Basic Web Analytics and Web Intelligence

chapter Chapter 10|52 pages

Advanced Web Analytics and Web Intelligence

chapter Chapter 11|18 pages

Aligning Digital Marketing With Business Strategy