Media analytics : understanding media, audiences, and consumers in the 21st century / C. Ann Hollifield and Amy Jo Coffey.

By:

Hollifield, C. Ann [author.]

Contributor(s):

Coffey, Amy Jo [author.]

Publisher: New York, NY : Routledge, 2023Description: xxi, 416 pages : illustrations, charts ; 23 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781138581050

Subject(s):

Additional physical formats: Online version:: Media analyticsDDC classification:

23 302.23 H72 2023

LOC classification:

P96.A83 H65 2023

Contents:

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

Summary: "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. Media Analytics introduces the key principles of media economics and management. It outlines how to interpret and present results, the principles of data visualization and storytelling and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this book takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant. Aimed at upper-level students in the fast-growing area of media analytics in a cross-platform world, students using this text will learn how to find the stories in the data and to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor's Manual, discussion questions, short exercises and links to additional resources. They are available online at www.routledge.com/cw/hollifield"-- Provided by publisher.

Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	College Library General Circulation Section	GC	GC 302.23 H72 2023 (Browse shelf(Opens below))	Available	HNU005755

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Previous	GC 302.23 D36 Mass Communication Theories: Explaining Origins, Processes, and Effects/	GC 302.23 D36 Mass Communication Theories: Explaining Origins, Processes, and Effects/	GC 302.23 El25 2017 Electronic media and broadcasting /	GC 302.23 H72 2023 Media analytics : understanding media, audiences, and consumers in the 21st century /	GC 302.23 K46 2018 Introducing media practice :	GC 302.23 K96 Children, Teens, Families and Mass Media : the millennial generation /	GC 302.23 L56 ©1995 Visual Communication: images with messages/	Next

Includes bibliographical references and index.

"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. Media Analytics introduces the key principles of media economics and management. It outlines how to interpret and present results, the principles of data visualization and storytelling and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this book takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant. Aimed at upper-level students in the fast-growing area of media analytics in a cross-platform world, students using this text will learn how to find the stories in the data and to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor's Manual, discussion questions, short exercises and links to additional resources. They are available online at www.routledge.com/cw/hollifield"-- Provided by publisher.

CAS Bachelor of Arts in Communication

English

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