Understanding Audiences, Customers, and Users via Analytics

Download or read book Understanding Audiences, Customers, and Users via Analytics written by Bernard J. Jansen and published by Springer Nature. This book was released on 2023-09-05 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the foundations of using analytics from the laboratory, social media platforms, and the web. The authors cover key topics including analytics strategy, data gathering approaches, data preprocessing, data quality assessment, analytical methods, tools, and validation methods. The book includes chapters explaining web analytics, social media analytics, and how to create an analytics strategy. The authors also cover on data sources, such as online surveys, crowdsourcing, eye tracking, mouse tracking, social media APIs, search logs, and analytics triangulation. The book also discusses analytical tools for social media analytics, search analytics, persona analytics, user studies, and website analytics. The authors conclude by examining the validity of online analytics.