Sponder M., Khan G. Digital Analytics for Marketing

New York, London: Routledge, 2018. — 414 p.The Evolution of Digital Analytics and the Internet.
Search Engines and the Internet.
Social Media History.
Digital Analytics Industry Players.
Basic Web Analytics and Web Intelligence.
Advanced Web Analytics and Web Intelligence.
Understanding and Working with Third-Party Data.
An Introduction to Social Media Analytics.
Leveraging Social Media Content and Analytics.
Advanced Text Analytics and Algorithms.
Geo-Location Analytics.
Social Media Actions Analytics.
Social Media Hyperlink Analytics.
Network Analysis and Social Network Mapping.
Mobile Analytics.
Aligning Digital Media with Business Strategy.
Applying Digital Analytics to a Social Network.