Digital Analytics for Marketing

Digital Analytics for Marketing, 2nd Edition, is a textbook that examines analytics platforms through a practical marketing lens. The volume explains how to evaluate digital activity and apply data toward marketing strategy, preparing students to address business measurement challenges.

The text outlines methods for synthesizing large volumes of data collected across web, digital, social, and search channels. Core coverage explores social media, web analytics, reporting dashboards, and key marketing analytics challenges.

Structured for both undergraduate and postgraduate courses in digital and online marketing and analytics, the text supports study through chapter objectives, chapter summaries, review questions, and interactive exercises.