The Marketing Analytics Practitioner’s Guide Volume 3: Digital Marketing – (PDF/EPUB Version)

As the use of analytics becomes increasingly important in today’s business landscape, The Marketing Analytics Practitioner’s Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.

The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline’s evolution in the era of data analytics. Whether you’re a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.

Volume III is entirely dedicated to digital marketing. The first chapter, New Media, covers the impact of new media on the social, political and marketing landscape. It outlines the new rules and perspectives, leaving readers with a clear understanding of how they must adapt to succeed in the digital age.

The Digital Marketing chapter covers a wide range of topics related to digital tools, techniques, processes, as well as the opportunities and challenges of digital marketing. A set of chapters on social media highlight best practices to adopt on each of the networks — Facebook, Twitter, Instagram, YouTube and LinkedIn.

Search Engine Optimization (SEO) covers on-page and off-page optimization to increase inbound traffic and channel it through the digital marketing funnel.

Web Analytics covers the processes that constitute a web analytics system and deals with the use of web analytics platforms such as Google Analytics to assess the effectiveness of digital marketing in attracting and converting prospects.

Search Advertising covers advertising on search engines to draw prospects and lead them through the digital marketing funnel. It covers topics such as the Google auction, keyword strategies, and practices to improve the effectiveness of search advertising.

The final chapter, Digital Execution, serves as a comprehensive guide to developing and executing digital marketing plans.

Contents:

• Preface
• About the Author
• New Media
• Digital Marketing
• Facebook
• Twitter
• Instagram
• YouTube
• LinkedIn
• Search Engine Optimization
• Search Advertising
• Web Analytics
• Digital — Execution
• References
• Subject Index
• Company and Product Index
• People and Place Index

Readership: Undergraduate and graduate students, researchers and practitioners specialising in the fields of marketing and marketing analytics.

Key Features:

• Practice oriented — MAPG is a unique book that focuses specifically on the practical application of marketing analytics and research methods, making it beneficial for both professionals and students pursuing careers in consumer marketing. While other texts on marketing analytics primarily cover statistical techniques, MAPG is unique in that it focuses specifically on the proprietary analytical tools used by practitioners at leading consumer marketing companies
• Analytics-focused case studies — The MAPG case studies are uniquely tailored to help with understanding and applying marketing analytics by using real-life examples of analytics in action
• Acclaimed by marketing practitioners — Hosted online on MarketingMind, MAPG is widely used with over 825,000 annul page views (Google Analytics), reaching users in over 240 countries and receiving high praise from marketing practitioners
• Growing interest among educators — As educators seek to connect theory with practice, marketing professors are increasingly adopting MAPG as a textbook for marketing and marketing analytics courses