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Digital Marketing Analytics: In Theory And In Practice

Digital Marketing Analytics: In Theory And In Practice

Penned By Kevin Hartmann
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4.85
79,196 Global Ratings
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Digital Marketing Analytics: In Theory And In Practice

Digital Marketing Analytics: In Theory And In Practice

Penned By Kevin Hartmann
4.85 79,196 Ratings
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Editor's Note:
From Kevin Hartman, Director of Analytics at Google, comes an essential guide for anyone seeking to collect, analyze, and visualize data in today's digital world.Even if you know nothing about digital marketing analytics, digital marketing analytics knows plenty about you. It's a fundamental, inescapable, and permanent cornerstone of modern business that affects the lives of analytics professionals and consumers in equal measure. This five-part book is an attempt to provide the context, perspective, and information needed to make analytics accessible to people who understand its reach and relevance and want to learn more.PART 1: The Day the Geeks Took OverThe ubiquity of data analytics today isn't just a product of the past half-century's transformative and revolutionary changes in commerce and technology. Humanity has been developing, analyzing, and using data for millennia. Understanding where digital marketing analytics is now and where it will be in five, 10, or 50 years requires a holistic and historical view of our relationship and interaction with data. Part 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the ART + SCIENCE that is modern data analytics.PART 2: Consumer/Brand RelationshipsThe methods that brands use to build relationships with consumers - online video, search, display ads, and social media - give analysts a wealth of data about behaviors on these platforms. Knowing how to assess successful consumer/brand relationships and understanding a consumer's purchase journey requires a useable framework for parsing this data. In Part 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights.PART 3: The Science of AnalyticsPart 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. While the contents are lightly technical, this section veers into the colloquial as we dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct marketing measurement today. Part 3 also provides a useful framework for evaluating data analysis and visualization tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work.PART 4: The Art of AnalyticsEvery analyst dreams of coming up with the "Big Idea" - the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won't get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the book, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Part 4 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive ("MECE") marketing objectives, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.PART 5: Storytelling with DataIn Part 5, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they're on their feet and presenting to an audience.

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Length 291 Pages
Language Eng
Imprint Ostmen Bennettsbridge Publishing Services
Released April 26, 2020
Identifier (ISBN) 53357423
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Kevin Hartmann
The Mind Behind the Work
Kevin Hartmann

After spending years working in the corporate world, Kevin Hartmann finally decided to pursue a lifelong passion for writing. They currently reside in a quiet suburb where they spend most of their time outlining new stories, reading extensively, and occasionally attempting to bake.

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"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author."
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"Excellent, though slightly flawed. The middle had a deliberate pace, but the climax was phenomenal. I would highly recommend this to discerning readers."
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"Absolutely brilliant. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
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"Absolutely brilliant. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. A true literary gem."
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"A profoundly satisfying read. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. A true literary gem."
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"A very strong entry. The protagonist was compelling, though some subplots felt slightly overshadowed. I would highly recommend this to discerning readers."
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"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading."
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"Masterpiece from start to finish. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I will undoubtedly revisit this masterpiece."
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"Masterpiece from start to finish. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
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"Masterpiece from start to finish. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I am now a lifelong fan of this author."
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"Excellent, though slightly flawed. It held my rapt attention, even when certain twists were telegraphed. A very distinguished novel."
Ashley Brown
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"Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem."
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"A decent, if standard, experience. Certain acts were fascinating, while others felt like a slight endeavor to complete. Suitable if your reading queue is empty."
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"A decent, if standard, experience. The prose was competent, yet the characters lacked the depth I usually seek. Perhaps more aligned with a different audience's tastes."
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"I find myself somewhat conflicted. The tempo was somewhat languid, and I found my mind wandering. Not poor, simply average. Perfectly average."
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"Excellent, though slightly flawed. A brilliant concept executed with flair. Just a few pacing choices I would change. A solid 4 stars from me."
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"Honestly one of the most premium reading experiences lately. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I am now a lifelong fan of this author."
Amanda Collins
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"A very strong entry. The protagonist was compelling, though some subplots felt slightly overshadowed. I would highly recommend this to discerning readers."
Lisa Diaz
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"Exceeded all my expectations. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading."
Nicholas Gomez
Nicholas Gomez July 22, 2025
"A profoundly satisfying read. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading."
Christopher Gomez
Christopher Gomez January 14, 2025
"Masterpiece from start to finish. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I will undoubtedly revisit this masterpiece."
Jennifer Taylor
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"I thoroughly enjoyed the elegance of it. The middle had a deliberate pace, but the climax was phenomenal. Quite impressive overall."
Robert  Parker
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"It was adequate. It verged on repetitive in the second act. A more concise edit would have served it well. A fair 3 stars."
Sandra Wilson
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"Masterpiece from start to finish. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading."
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Jessica Miller
Jessica Miller April 29, 2024
"Excellent, though slightly flawed. A brilliant concept executed with flair. Just a few pacing choices I would change. A very distinguished novel."
Michelle Robinson
Michelle Robinson May 22, 2025
"Excellent, though slightly flawed. It held my rapt attention, even when certain twists were telegraphed. Quite impressive overall."
Donna Torres
Donna Torres March 09, 2025
"I was completely blown away. The prose is exquisite. It’s accessible yet undeniably sophisticated. I will undoubtedly revisit this masterpiece."
Jessica Baker
Jessica Baker April 17, 2024
"I was completely blown away. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An effortless 5 stars."
Steven Flores
Steven Flores August 11, 2025
"A profoundly satisfying read. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem."
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