Digital Analytics for Marketing

"Digital Analytics for Marketing explores the increasingly murky world of social media data, providing a comprehensive and practical framework for understanding and analyzing data from a variety of social media marketing channels. A must read for digital marketing enthusiasts."

Stuart Dillon, University of Waikato, New Zealand

"Data analytics is one of the most significant techniques for modern business organizations to attain and sustain their competitive advantages. This book deals deeply with various data analytics on the internet including web, social media, and mobile analytics. This is a must-read for beginners as well as experts who are eager to learn the strategic use of data analytics for marketing."

Hangjung Zo, Korea Advanced Institute of Science and Technology, South Korea

"This book is an excellent survey of the digital analytics world, providing a solid foundation to the breadth of platforms tools and apps. Sponder and Khan demonstrate how digital analytics is used for research by public entities and businesses to understand population and consumer behavior and how this leads to improvement in population, quality of life, and/or increasing market share and profit."

Alan Barnett, Baruch College, USA

"In order to have an informed perspective on where we are and where we're going, it's imperative that we know from where it is we came. In Digital Analytics for Marketing, Marshall Sponder & Gohar F. Khan tackle a meaty subject and condense it into salient, palatable chunks for all levels. Required reading for the digital practitioner and technologist."

Barry J. Fleming, VP, Digital, MPA - The Association of Magazine Media, USA