Digital Analytics for Marketing

Author: A. Karim Feroz
Publisher: Taylor & Francis
ISBN: 1003821782
Category : Business & Economics
Languages : en
Pages : 310

Book Description
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.

Social Media for Government

Author: Gohar F. Khan
Publisher: Springer
ISBN: 9811029423
Category : Business & Economics
Languages : en
Pages : 174

Book Description
This book provides practical know-how on understanding, implementing, and managing main stream social media tools (e.g., blogs and micro-blogs, social network sites, and content communities) from a public sector perspective. Through social media, government organizations can inform citizens, promote their services, seek public views and feedback, and monitor satisfaction with the services they offer so as to improve their quality. Given the exponential growth of social media in contemporary society, it has become an essential tool for communication, content sharing, and collaboration. This growth and these tools also present an unparalleled opportunity to implement a transparent, open, and collaborative government. However, many government organization, particularly those in the developing world, are still somewhat reluctant to leverage social media, as it requires significant policy and governance changes, as well as specific know-how, skills and resources to plan, implement and manage social media tools. As a result, governments around the world ignore or mishandle the opportunities and threats presented by social media. To help policy makers and governments implement a social media driven government, this book provides guidance in developing an effective social media policy and strategy. It also addresses issues such as those related to security and privacy.

Social Media

Author: Regina Luttrell
Publisher: Rowman & Littlefield
ISBN: 1538154439
Category : Language Arts & Disciplines
Languages : en
Pages : 265

Book Description
Updated to reflect the latest technological innovations and challenges, the fourth edition of Social Media: How to Engage, Share, and Connect helps students understand and successfully use today’s social media tools as PR professionals and personal users. Regina (Gina) Luttrell presents a thorough history of social media and pioneers of the field within chapters on specific subjects such as content-sharing, crisis communication, ethics, “sticky” social media, and strategic campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals. Features of the fourth edition include: Chapter objectives and learning outcomes Social Media Expert profiles Theory into Practice boxes #LRNSMPR (Learn Social Media and Public Relations) boxes Comprehensive glossary of terms Coverage of additional social media channels (including Clubhouse and TikTok) and visual content in the social sphere New appendix with social media guidelines template

Intelligence analysis in social media

Author: Emil Girdan
Publisher: Emil Girdan
ISBN: 9730337012
Category : Political Science
Languages : en
Pages : 173

Book Description
The global security environment, dominated and dependent on information and communication technology, generates an accumulation of disruptive factors for society. This volume, in direct accordance with technological developments that have facilitated information avalanche and (anonymous) communication, has required interdisciplinary research in areas such as: psychology, sociology, computer science, social media communication and legislation. The research aims to establish whether social media platforms, through the actions they facilitate, can pose risks and threats to national security and to identify premises in order to stimulate strategies that should be followed to avoid transforming various forms of online communication into a potentiating and generating factor of crime, radical or extremist opinions, mass manipulation, etc. At the same time, the research offers an alternative vision on approaching the concept of intelligence in the context of the development of social media networks (SocMInt) and promotes ways to improve and streamline how to achieve objectives that can be successfully applied, including in business intelligence. In this regard, a case study is conducted on the effects of CoVid-19 pandemic (SARS-CoV-2 coronavirus) from the perspective of law enforcement agencies. Although the individually exploitation of SocMInt does not provide a comprehensive answer, it must be used in the initial stages of decision-making and effort-making, due to the low costs compared to other Int disciplines. The volume does not present a solution to current problems, but through its didactic, documentary and informative nature it offers professional support at high standards to analysts and managers in decision making.

Social Media Analytics Strategy

Author: Alex Gonçalves
Publisher: Apress
ISBN: 1484231023
Category : Business & Economics
Languages : en
Pages : 302

Book Description
This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing. Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers. This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies. What You’ll Learn Get a clear view of the available data for social media marketing and how to access all of it Make use of data and information behind social media networks to your favor Know the details of social media analytics tools and platforms so you can use any tool in the market Apply social media analytics to many different real-world use cases Obtain tips from interviews with professional marketers and founders of social media analytics platforms Understand where social media is heading, and what to expect in the future Who This Book Is For Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

Seven Layers of Social Media Analytics

Author: Gohar F. Khan
Publisher: Createspace Independent Publishing Platform
ISBN: 9781507823200
Category : Business analysts
Languages : en
Pages : 189

Book Description
The book offers concepts, tools, tutorials, and case studies that business managers need to extract and analyze the seven layers of social media data, including text, actions, networks, apps, hyperlinks, search engines, and location layers. Social media analytics is about converting unstructured social media data into meaningful business insights. By the end of this book, you will have mastered the concepts, techniques, and tools used to extract business insights from social media that help increase brand loyalty, generate leads, drive traffic, and ultimately make good business decisions. The book is non-technical in nature best suited for business managers, owners, consultants, students, and professors, etc. Here is how the book is structured: Chapter 1: The Seven Layers of Social Media Analytics Chapter 2: Understanding Social Media Chapter 3: Social Media Text Analytics Chapter 4: Social Media Network Analytics Chapter 5: Social Media Actions Analytics Chapter 6: Social Media Apps Analytics Chapter 7: Social Media Hyperlinks Analytics Chapter 8: Social Media Location Analytics Chapter 9: Social Media Search Engine Analytics Chapter 10: Aligning Social Media Analytics with Business Goals The book also comes with a companion site (http: //7layersanalytics.com/) which offers Updated Tutorials, Power-Point Slide, Case Studies, Sample Data, and Syllabus.

Social Media Analytics in Predicting Consumer Behavior

Author: Selay Ilgaz Sumer
Publisher: CRC Press
ISBN: 100088449X
Category : Business & Economics
Languages : en
Pages : 205

Book Description
Information is very important for businesses. Businesses that use information correctly are successful while those that don’t, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns. Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer behavior in the book. The book will be useful to the students, businesses, and marketers in many aspects.

Comprehensible Science

Author: Tatiana Antipova
Publisher: Springer Nature
ISBN: 3030660931
Category : Technology & Engineering
Languages : en
Pages : 430

Book Description
This proceedings book gathers selected papers that were submitted to the 2020 International Conference on Comprehensible Science (ICCS 2020) that aims to make available the discussion and the publication of papers on all aspects of single and multi-disciplinary research on Conference topics. ICCS 2020 held on October 30–31, 2020. An important characteristic feature of Conference is the short publication time and world-wide distribution. Written by respected researchers, the book covers a range of innovative topics related to: Big Data & Data Mining; Business, Finance & Accounting & Statistics; COVID-19 Impact; Educational Technologies; Innovative Applied Sciences; Innovative Economics; Management Technologies & Systems; Media Technologies; Physical & Material Sciences; Medicine, Public Health & Rehabilitation. This book is useful for private and professional non-commercial research and classroom use (e.g. sharing the contribution by mail or in hard copy form with research colleagues for their professional non-commercial research and classroom use); for use in presentations or handouts for any level students, researchers, etc.; for the further development of authors’ scientific career (e.g. by citing and attaching contributions to job or grant application).

Data Science Fundamentals and Practical Approaches

Author: Dr. Gypsy Nandi
Publisher: BPB Publications
ISBN: 9389845661
Category : Computers
Languages : en
Pages : 587

Book Description
Learn how to process and analysis data using PythonÊ KEY FEATURESÊ - The book has theories explained elaborately along with Python code and corresponding output to support the theoretical explanations. The Python codes are provided with step-by-step comments to explain each instruction of the code. - The book is not just dealing with the background mathematics alone or only the programs but beautifully correlates the background mathematics to the theory and then finally translating it into the programs. - A rich set of chapter-end exercises are provided, consisting of both short-answer questions and long-answer questions. DESCRIPTION This book introduces the fundamental concepts of Data Science, which has proved to be a major game-changer in business solving problems.Ê Topics covered in the book include fundamentals of Data Science, data preprocessing, data plotting and visualization, statistical data analysis, machine learning for data analysis, time-series analysis, deep learning for Data Science, social media analytics, business analytics, and Big Data analytics. The content of the book describes the fundamentals of each of the Data Science related topics together with illustrative examples as to how various data analysis techniques can be implemented using different tools and libraries of Python programming language. Each chapter contains numerous examples and illustrative output to explain the important basic concepts. An appropriate number of questions is presented at the end of each chapter for self-assessing the conceptual understanding. The references presented at the end of every chapter will help the readers to explore more on a given topic.Ê WHAT WILL YOU LEARNÊ Perform processing on data for making it ready for visual plot and understand the pattern in data over time. Understand what machine learning is and how learning can be incorporated into a program. Know how tools can be used to perform analysis on big data using python and other standard tools. Perform social media analytics, business analytics, and data analytics on any data of a company or organization. WHO THIS BOOK IS FOR The book is for readers with basic programming and mathematical skills. The book is for any engineering graduates that wish to apply data science in their projects or wish to build a career in this direction. The book can be read by anyone who has an interest in data analysis and would like to explore more out of interest or to apply it to certain real-life problems. TABLE OF CONTENTS 1. Fundamentals of Data Science1 2. Data Preprocessing 3. Data Plotting and Visualization 4. Statistical Data Analysis 5. Machine Learning for Data Science 6. Time-Series Analysis 7. Deep Learning for Data Science 8. Social Media Analytics 9. Business Analytics 10. Big Data Analytics

Analytics and Knowledge Management

Author: Suliman Hawamdeh
Publisher: CRC Press
ISBN: 1351806998
Category : Computers
Languages : en
Pages : 312

Book Description
The process of transforming data into actionable knowledge is a complex process that requires the use of powerful machines and advanced analytics technique. Analytics and Knowledge Management examines the role of analytics in knowledge management and the integration of big data theories, methods, and techniques into an organizational knowledge management framework. Its chapters written by researchers and professionals provide insight into theories, models, techniques, and applications with case studies examining the use of analytics in organizations. The process of transforming data into actionable knowledge is a complex process that requires the use of powerful machines and advanced analytics techniques. Analytics, on the other hand, is the examination, interpretation, and discovery of meaningful patterns, trends, and knowledge from data and textual information. It provides the basis for knowledge discovery and completes the cycle in which knowledge management and knowledge utilization happen. Organizations should develop knowledge focuses on data quality, application domain, selecting analytics techniques, and on how to take actions based on patterns and insights derived from analytics. Case studies in the book explore how to perform analytics on social networking and user-based data to develop knowledge. One case explores analyze data from Twitter feeds. Another examines the analysis of data obtained through user feedback. One chapter introduces the definitions and processes of social media analytics from different perspectives as well as focuses on techniques and tools used for social media analytics. Data visualization has a critical role in the advancement of modern data analytics, particularly in the field of business intelligence and analytics. It can guide managers in understanding market trends and customer purchasing patterns over time. The book illustrates various data visualization tools that can support answering different types of business questions to improve profits and customer relationships. This insightful reference concludes with a chapter on the critical issue of cybersecurity. It examines the process of collecting and organizing data as well as reviewing various tools for text analysis and data analytics and discusses dealing with collections of large datasets and a great deal of diverse data types from legacy system to social networks platforms.