Media Analytics

This textbook takes a case study approach to media and audience analytics. Realizing the best way to understand analytics in the digital age is to practice it, the authors have created a collection of cases using data sets that present real and hypothetical scenarios for students to work through.

Autorentext

C. Ann Hollifield, Ph.D., is Professor Emerita at the University of Georgia, USA, and an international consultant on news media viability. In 2006, she founded one of the first certificate programs in media analytics in the United States. She is the author/editor of more than 50 publications on media economics and management.

Amy Jo Coffey, Ph.D., is Associate Professor in Media Management at the University of Florida, USA, where she also developed the online master's program and certificate in audience analytics. Her published research has focused on media management and economics topics, including audience valuation, advertiser investment in diverse audiences, and media ownership.

Inhalt

Part 1: Foundations of Media Analytics 1.The Industry and Profession of Media Analytics 2. Fundamentals of Media Economics and Management 3. Fundamentals of Research Design and Methodology 4. Communicating Insights Part 2: Media Analytics and the Business of Media: Advertising and Consumers 5. Advertising Analytics 6. Consumer Behavior and Marketing 7. Big Data Part 3: Media Analytics Across Industry Sectors 8. Foundations of Audiovisual Measurement 9. Video Analytics 10. Audio Analytics 11. Publishing Analytics 12. Online and Mobile Analytics 13. Social Media Analytics 14. News Analytics 15. Entertainment Media Analytics