C. Ann Hollifield, Amy Jo Coffey

Gebundenes Buch

Media Analytics

Understanding Media, Audiences, and Consumers in the 21st Century

Beschreibung

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.

Autor

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.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 440
• Erscheinungstermin: 27. Juni 2023
• Englisch
• Abmessung: 235mm x 157mm x 28mm
• Gewicht: 784g
• ISBN-13: 9781138581036
• ISBN-10: 1138581038
• Artikelnr.: 67680505

Rezensionen

"Hollifield & Coffey provide the practical and conceptual foundation students need to become professional media research analysts. This text provides clear demonstrations of how multiple research methods produce key insights within various industry contexts. In doing so, it will distinguish itself as an enduring resource for both students and instructors." - Matthew Corn, Director of Research, HBO/HBO Max.

"An indispensable resource not only for students of media analytics, but for professionals as well. It provides a comprehensive and detailed study of today's complex media ecosystem and how to effectively reach consumer targets on the right platforms at the right time with the right message." - Steve Walsh, Chief Revenue Officer, Consumer Orbit.

"It is no exaggeration to say that those of us who teach media analytics have been desperate for a book like this. It is comprehensive in terms of the industry sectors, measurement systems, and analytical contexts covered; and best of all, it comes with actual data for students to work with." - Philip M. Napoli, Director, DeWitt Wallace Center for Media & Democracy, Duke University, USA.