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Digital Marketing Analytics

In Theory And In Practice

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 (printed in brilliant full color). 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 Over The 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 Relationships The 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 Analytics Part 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 Analytics Every 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 Data In 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.

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.

MARKETING STRATEGY IN DIGITAL ERA

Buku Berjudul Marketing Strategy in Digital Era ini mengulas secara rinci mengenai digital marketing, strategi promosi, strategi komunikasi, strategi international marketing, dan bagaimana menghadapi tantangan dan solusi di era digital masa kini. Pesatnya perkembangan teknologi perangkat lunak mengharuskan praktisi komputer untuk menguasai teknologi informasi, terutama bisnis baru di dunia yang memasuki era digital. Salah satu teknologi informasi paling populer saat ini adalah bisnis berbasis web/internet yaitu pemasaran digital. Digital marketing telah lama berkembang dalam lingkup internasional, sebagai salah satu metode pemasaran alternatif dari suatu produk atau layanan, digital marketing akan mengubah kegiatan pemasaran dan memangkas biaya operasional untuk kegiatan komersial. Buku ini dimulai mengeksplorasi mengenai digital marketing yang berkembang saat ini. Dengan demikian, buku ini cocok dijadikan buku referensi untuk mata kuliah pemasaran digital dan marketing management. Mahasiswa serta akademisi dan masyarakat yang ingin atau sedang belajar digital marketing, buku ini sangat cocok sebagai bahan referensi dan rujukan, praktisi dan pemerhati pemasaran juga dapat menggunakan buku ini sebagai referensi dan rujukan tentang perspektif dan marketing strategy in digital era.

Buku Berjudul Marketing Strategy in Digital Era ini mengulas secara rinci mengenai digital marketing, strategi promosi, strategi komunikasi, strategi international marketing, dan bagaimana menghadapi tantangan dan solusi di era digital masa ...

Cybersecurity and Decision Makers

Data Security and Digital Trust

Cyber security is a key issue affecting the confidence of Internet users and the sustainability of businesses. It is also a national issue with regards to economic development and resilience. As a concern, cyber risks are not only in the hands of IT security managers, but of everyone, and non-executive directors and managing directors may be held to account in relation to shareholders, customers, suppliers, employees, banks and public authorities. The implementation of a cybersecurity system, including processes, devices and training, is essential to protect a company against theft of strategic and personal data, sabotage and fraud. Cybersecurity and Decision Makers presents a comprehensive overview of cybercrime and best practice to confidently adapt to the digital world; covering areas such as risk mapping, compliance with the General Data Protection Regulation, cyber culture, ethics and crisis management. It is intended for anyone concerned about the protection of their data, as well as decision makers in any organization.

processed by banks is huge) which is a crucial issue in terms of the development of services, new products and therefore of competitive advantage. Cybersecurity threats are therefore a major concern for banks, which are required to ...

Redefinig Economic Systems as an Islamic Economic System

Objective: Need for the new economic model has been realized at the international level, as numerous and significant flaws have appeared in both two systems capitalism and socialism, which are becoming a great cause for economic crises in almost every economy of the word, in this regard, this study has been carried out on the redefining Islamic economics as a new model, that how it can take out those problems and flaws which has appeared in both structure. Methodology: Islamic economic system doesn't emphasize only on the economic variables it also considers the social variables which have been neglected by both previously and currently practicing systems (socialism and capitalism).current study is a comparative analysis of all said systems. Findings: It has been also observed that in spite of having great strength to winkle out all the economic problems, without interest how we are able to get the profit and what different types of new loan system that is RIBA free and helpful for getting a good profit. Practical Implication: In Islamic economic system the private property is being debated. Government or state should be involved in the only condition if the market is failed to provide public good and education.

Objective: Need for the new economic model has been realized at the international level, as numerous and significant flaws have appeared in both two systems capitalism and socialism, which are becoming a great cause for economic crises in ...

Islamic Perspective for Sustainable Financial System

The firms that want to work with the Islamic financial industry would be constrained to observe the sustainability in their operations, along with the complying with the Shariah criteria and the financial ratios.viiiThe aim of this book is ...

Weaponized Marketing

Defeating Islamic Jihad with Marketing That Built the World's Top Brands

Islamic jihadists win with marketing. Terrorism is a form of marketing; an act of communication as much as it is an act of violence. While much has been written about the growing sophistication of marketing by Islamic jihadists, what is missing is a solution. Today, the Middle East is going through tectonic change with a promising new generation hungry for a different world. We need a better approach. We must fight back with a marketing battle plan. Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top Brands offers a blueprint for success in the marketplace of ideas. This book breaks new ground by applying proven business methods to intractable military and diplomatic problems. It provides a comprehensive understanding of how marketing works and how terrorists use it. Most importantly, it presents an effective alternative to the failing efforts to argue through a “counter-narrative” and spread through social media. Where bullets, bombs, policy papers, and press releases have failed, a marketing approach—radical for government—has a solid track record for businesses that built the world’s most successful brands.

This book breaks new ground by applying proven business methods to intractable military and diplomatic problems. It provides a comprehensive understanding of how marketing works and how terrorists use it.

Islamic Marketing

Theories, Practices, and Perspectives

This book focuses on Islam-congruent marketing conduct, market processes, mechanisms and structure, both individual and collective marketing practices and activities, marketing institutions and market systems. Islamic marketing is the discipline concerned with excellence in consumption behavior and marketing practices within different markets. The purpose of Islamic marketing is not profit maximisation or revenue generation. Rather, its main purpose is to benefit others while minimising harm.

This book focuses on Islam-congruent marketing conduct, market processes, mechanisms and structure, both individual and collective marketing practices and activities, marketing institutions and market systems.

SISTEM PERADILAN ISLAM DI INDONESIA

fatwa yang dikeluarkan oleh lembaga yang memiliki kewenangan dalam penetapan fatwa di bidang syariah. ... Selain itu pada ekonomi syariah ada penyimpanan dana misalnya: Investasi dana yang dipercayakan oleh Nasabah kepada Bank Syariah ...

Best Practice, Peningkatan Mutu Pelayanan Pendidikan di Masa Pandemi Covid-19 Melalui Program Guru Kunjung dan Klinik Pembelajaran Di Kabupaten Jembrana Tahun 2020

Best Practice, Peningkatan Mutu Pelayanan Pendidikan di Masa Pandemi Covid-19 Melalui Program Guru Kunjung dan Klinik Pembelajaran Di Kabupaten Jembrana Tahun 2020

Best Practice, Peningkatan Mutu Pelayanan Pendidikan di Masa Pandemi Covid-19 Melalui Program Guru Kunjung dan Klinik Pembelajaran Di Kabupaten Jembrana Tahun 2020