Understanding Audiences, Customers, and Users via Analytics
An Introduction to the Employment of Web, Social, and Other Types of Digital People Data
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Beschreibung
This book presents the foundations of using analytics from the laboratory, social media platforms, and the web. The authors cover key topics including analytics strategy, data gathering approaches, data preprocessing, data quality assessment, analytical methods, tools, and validation methods. The book includes chapters explaining web analytics, social media analytics, and how to create an analytics strategy. The authors also cover on data sources, such as online surveys, crowdsourcing, eye tracking, mouse tracking, social media APIs, search logs, and analytics triangulation. The book also discusses analytical tools for social media analytics, search analytics, persona analytics, user studies, and website analytics. The authors conclude by examining the validity of online analytics.
This book presents the foundations of using analytics from the laboratory, social media platforms, and the web. The authors cover key topics including analytics strategy, data gathering approaches, data preprocessing, data quality assessment, analytical methods, tools, and validation methods. The book includes chapters explaining web analytics, social media analytics, and how to create an analytics strategy. The authors also cover on data sources, such as online surveys, crowdsourcing, eye tracking, mouse tracking, social media APIs, search logs, and analytics triangulation. The book also discusses analytical tools for social media analytics, search analytics, persona analytics, user studies, and website analytics. The authors conclude by examining the validity of online analytics.
Provides a thorough overview of the use of analytics in contemporary laboratories, social media platforms, and the web Instructs readers on developing effective strategies for monitoring, measuring, and optimizing their digital presence Explains how marketers, entrepreneurs, and digital professionals can use analytics tools to understand their audiences
Autor*in
Bernard J. Jansen
Themen in »Understanding Audiences, Customers, and Users via Analytics«
Digital Analytics Web Analytics Social Media Analytics Search Analytics Persona Analytics User Study Analytics Data Collection Data Quality Assessment