Description
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 datasets 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 how 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.
Table of 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
