DIGITAL MARKETING ANALYTICS
The only textbook you need to teach a class in digital marketing analytics!
ABOUT THE AUTHORS
Anke is the Digital Marketing Nanodegree lead at Udacity, and an Adjunct Professor at the Anderson School of Management at UCLA, where she teaches Digital Marketing and Analytics.
She is also CEO and co-founder of Favrit, a local bookmarking platform, that will extend into a local native advertising platform.
Previously Anke co-founded JumpTime, acquired in 2012 by OpenX, a global leader in digital and mobile ad technologies. Prior to that (1999 to 2007) she worked at Yahoo!, building and leading its Global Market Research and Homepage Network Optimization Teams.
Randolph E. Bucklin is Professor of Marketing at the UCLA Anderson School where he holds the Peter W. Mullin Chair in Management.
He has a Ph.D. in Business (Marketing) and an M.S. in Statistics from Stanford University and an A.B. in Economics from Harvard University. Professor Bucklin’s research focuses on the quantitative analysis of customer behavior. He specializes in models using historical records of customer transactions from bar-code scanner and internet marketing data.
He has published extensively in the leading academic marketing journals and his publications are widely cited. His recent work on internet marketing has been recognized with multiple best paper awards, including the Paul Green Award (2011 and 2012) and the William F. O’Dell Award (2015 and 2016). Professor Bucklin served as co-editor of the Journal of Marketing Research from 2014 to 2016 and was co-editor of Marketing Letters from 2006 to 2010.
He was faculty chairman and deputy dean for academic affairs at the Anderson School from 2012 to 2015.
TABLE OF CONTENTS
2. Data as the Starting Point
3. Measuring Audience and Acquisition Channels
4. Measuring Engagement and Conversion
5. Measuring Retention
6. Assessing the Effectiveness of Search Engine Marketing (PPC)
7. Improving the Productivity of Search Engine Marketing
8. Analytics for Display Advertising
9. Managing Internet Advertising Across Media Types
10. Emerging Issues and Recent Developments