Media Analytics - C. Ann Hollifield, Amy Jo Coffey

Media Analytics

Understanding Media, Audiences, and Consumers in the 21st Century
Buch | Hardcover
416 Seiten
2023
Routledge (Verlag)
978-1-138-58103-6 (ISBN)
168,35 inkl. MwSt
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.
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.

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.

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

Erscheinungsdatum
Zusatzinfo 13 Tables, black and white; 14 Line drawings, black and white; 5 Halftones, black and white; 19 Illustrations, black and white
Verlagsort London
Sprache englisch
Maße 152 x 229 mm
Gewicht 712 g
Themenwelt Kunst / Musik / Theater
Informatik Grafik / Design Film- / Video-Bearbeitung
Sozialwissenschaften Kommunikation / Medien Medienwissenschaft
Wirtschaft Volkswirtschaftslehre
ISBN-10 1-138-58103-8 / 1138581038
ISBN-13 978-1-138-58103-6 / 9781138581036
Zustand Neuware
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