Media analytics : understanding media, audiences, and consumers in the 21st century / C. Ann Hollifield and Amy Jo Coffey.
Material type:
TextPublication details: New York: Routledge, 2023.Edition: 1st edDescription: 416pISBN: - 9781138581050
- 302.23 HOL
- 23/eng/20230213
| Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
Books
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Main Library | 302.23 HOL (Browse shelf(Opens below)) | 1 | Available | 47283 |
Foundations of media analytics
The industry and profession of media analytics
A growing profession................
Who needs analysts................
Industry demand ................
Where analysts are needed ................
Media analytics industry structure................
Nature of analyst roles and work................
The nature and challenges of media measurement firms ................
Measurement around the globe ................
Industry oversigh................t
The analytics industry and ethics ................
Staying current in the industry................
Summary and conclusion ................
Additional resources................
Recommended cases ................
Discussion questions and exercises................
Fundamentals of media economics and management
Media business models ................
Understanding the basics of demand, profitability,and finance terms................
The characteristics of information products................
Risk mitigation strategies in media management ................
Understanding audiences................
Content management ................
Understanding advertising management ................
Discovery and distribution management................
Summary and conclusion................
Additional resources................
Recommended cases ................
Discussion and question excercises................
Fundamentals of research design and methodology
Research expertise as a foundational job skill ................
Fundamental research concepts ................
Research design ................
Population................
Sampling................
The goals of empirical research design ................
Research methods ................
Data analysis and interpretation ................
Summary and conclusion ................
Additional resources ................
Recommended cases ................
Discussion questions and exercises................
Communicating insights
Telling a story ................
Goals for communicating insights ................
Common types of communications ................
Slide deck................
Dashboard................
Visual communication................
Presentations................
The slide deck and visual aids................
Adapting your message to your audience................
"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"--
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