Attribution Modelling in Google Analytics and Beyond

Author: Himanshu Sharma
Publisher:
ISBN: 1366694570
Release Date: 2016-12-05
Genre:

Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions. The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment.What is this book about?This book has been written to help you implement attribution modelling in your organization. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user's buying behaviour. In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords. I have explained various attribution models mainly in the context of Google Analytics. What is not included in this book?This book is not about traditional marketing mix modelling (MMM) or understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. Consequently, there is little to no use of statistics in this book. This book is not about getting started with Google Analytics or how to master Google Analytics.What do you need to know in advance in order to benefit from this book?In order to get the maximum benefit from this book, you will need a working knowledge of Google Analytics and e-commerce. No knowledge of statistics or traditional marketing mix modelling is required.Who should read this book?Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling (MMM) you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data.

Successful Analytics ebook 2

Author: Brian Clifton
Publisher: BookBaby
ISBN: 9781910591024
Release Date: 2015-01-12
Genre: Business & Economics

Successful Analytics shows you how to: • Understand what Google Analytics does • Use Google Analytics to build an integrated measurement strategy for all of your visitor and customer interactions, both online and offline • Use data quality best practices to gain business confidence and trust • Ensure that your digital analytics team focuses on insights, not data • Make the right investment in your digital analytics team • Build a balanced team of analysts and position them in your organization Using a non-technical approach, Successful Analytics shows you how to ensure that digital analytics is not simply a hit counter for your website. This book is for anyone who takes responsibility for digital data. It will put you in control, showing you how to use Google Analytics data strategically in ways that connect directly with your company’s bottom line.

Digital Analytics for Marketing

Author: Marshall Sponder
Publisher: Routledge
ISBN: 9781317278436
Release Date: 2017-10-05
Genre: Business & Economics

This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box. Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor’s manual, test bank, and PowerPoint slides.

Display Advertising

Author: David Booth
Publisher: John Wiley & Sons
ISBN: 9781118240298
Release Date: 2012-09-11
Genre: Computers

A complete guide to developing, implementing, monitoring, andoptimizing an online display ad campaign The display business is online advertising's fastest growingfield. Google and others are starting to provide easy tools toenable small- and medium-sized businesses to take advantage of thisopportunity. This guide provides marketers, consultants, andsmall-business owners with the knowledge and skills to create andoptimize a display advertising campaign. It covers concepts,trends, and best practices, and presents a day-to-day plan fordeveloping, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-onguide helps marketing professionals and small-business owners gainthe skills to create and manage their own campaigns Provides an overview of display advertising concepts, includingtypes, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals andplanning resources, contextual and placement targeting, and keyworduse Covers campaign launch and measurement, ad creation, socialmedia advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote abusiness successfully with effective online display adcampaigns.

Successful Analytics ebook 1

Author: Brian Clifton
Publisher: BookBaby
ISBN: 9781910591017
Release Date: 2015-01-12
Genre: Business & Economics

Successful Analytics shows you how to: • Understand what Google Analytics does • Use Google Analytics to build an integrated measurement strategy for all of your visitor and customer interactions, both online and offline • Use data quality best practices to gain business confidence and trust • Ensure that your digital analytics team focuses on insights, not data • Make the right investment in your digital analytics team • Build a balanced team of analysts and position them in your organization Using a non-technical approach, Successful Analytics shows you how to ensure that digital analytics is not simply a hit counter for your website. This book is for anyone who takes responsibility for digital data. It will put you in control, showing you how to use Google Analytics data strategically in ways that connect directly with your company’s bottom line.

Digital Analytics Primer

Author: Judah Phillips
Publisher: FT Press
ISBN: 9780133552102
Release Date: 2013-10-11
Genre: Computers

Learn the concepts and methods for creating economic and business value with digital analytics, mobile analytics, web analytics, and market research and social media data. In Digital Analytics Primer , pioneering expert Judah Phillips introduces the concepts, terms, and methods that comprise the science and art of digital analysis for web, site, social, video, and other types of quantitative and qualitative data. Business readers—from new practitioners to experienced executives—who want to understand how digital analytics can be used to reduce costs and increase profitable revenue throughout the business should read this book. Phillips delivers a comprehensive review of the core concepts, vocabulary, and frameworks, including analytical methods and tools that can help you successfully integrate analytical processes, technology, and people into all aspects of business operations. This unbiased and product-independent primer draws from the author's extensive experience doing and managing analytics in this field.

Beyond Databases Architectures and Structures Towards Efficient Solutions for Data Analysis and Knowledge Representation

Author: Stanisław Kozielski
Publisher: Springer
ISBN: 9783319582740
Release Date: 2017-06-04
Genre: Computers

This book constitutes the refereed proceedings of the 13th International Conference entitled Beyond Databases, Architectures and Structures, BDAS 2017, held in Ustroń, Poland, in May/June 2017. It consists of 44 carefully reviewed papers selected from 118 submissions. The papers are organized in topical sections, namely big data and cloud computing; artificial intelligence, data mining and knowledge discovery; architectures, structures and algorithms for efficient data processing; text mining, natural language processing, ontologies and semantic web; bioinformatics and biological data analysis; industrial applications; data mining tools, optimization and compression.

The Handbook of the Psychology of Communication Technology

Author: S. Shyam Sundar
Publisher: John Wiley & Sons
ISBN: 9781118426524
Release Date: 2015-01-20
Genre: Social Science

The Handbook of the Psychology of Communication Technology offers an unparalleled source for seminal and cutting-edge research on the psychological aspects of communicating with and via emergent media technologies, with leading scholars providing insights that advance our knowledge on human-technology interactions. • A uniquely focused review of extensive research on technology and digital media from a psychological perspective • Authoritative chapters by leading scholars studying psychological aspects of communication technologies • Covers all forms of media from Smartphones to Robotics, from Social Media to Virtual Reality • Explores the psychology behind our use and abuse of modern communication technologies • New theories and empirical findings about ways in which our lives are transformed by digital media

Quantitative Management of Bond Portfolios

Author:
Publisher:
ISBN: 0691128316
Release Date: 2007
Genre: Business & Economics

Covers a range of subjects of concern to portfolio managers - investment style, benchmark replication and customization, managing credit and mortgage portfolios, managing central bank reserves, risk optimization, and performance attribution. Divided into two parts, this book provides solutions and methodologies based on investor inquiries. The practice of institutional bond portfolio management has changed markedly since the late 1980s in response to new financial instruments, investment methodologies, and improved analytics. Investors are looking for a more disciplined, quantitative approach to asset management. Here, five top authorities from a leading Wall Street firm provide practical solutions and feasible methodologies based on investor inquiries. While taking a quantitative approach, they avoid complex mathematical derivations, making the book accessible to a wide audience, including portfolio managers, plan sponsors, research analysts, risk managers, academics, students, and anyone interested in bond portfolio management. The book covers a range of subjects of concern to fixed income portfolio managers - investment style, benchmark replication and customization, managing credit and mortgage portfolios, managing central bank reserves, risk optimization, and performance attribution. The first part contains empirical studies of security selection versus asset allocation, index replication with derivatives and bonds, optimal portfolio diversification, and long-horizon performance of assets

Marketing at the Confluence between Entertainment and Analytics

Author: Patricia Rossi
Publisher: Springer
ISBN: 9783319473314
Release Date: 2017-04-29
Genre: Business & Economics

This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Alpha

Author:
Publisher:
ISBN: CORNELL:31924083442784
Release Date: 2007
Genre: Hedge funds


Risk

Author:
Publisher:
ISBN: UOM:39015058911762
Release Date: 2005
Genre: Risk management