Deepen your knowledge with carefully selected resources.

13.1: Kannan, P.K., Reinartz, W. and Verhoef, P.C. (2016) ‘The path to purchase and attribution modeling: Introduction to special section’, International Journal of Research in Marketing, 33 (3), pp. 449–456. doi: 10.1016/j.ijresmar.2016.07.001.

Description: Useful background on multi-touch attribution modelling with links to other articles

13.2: Rappaport, S.D. (2014) Digital Metrics Field Guide: The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email. Amsterdam: Advertising Research Foundation.

Description: Useful book containing every possible digital metric you could think of

13.3: Durga, A. (2015) ‘A guide to Email marketing and marketing automation tools’, EContent, 38 (6), pp. 30–31 Available at: http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=103542338&site=ehost-live.

Description: Easy to understand background to different tools and their functionality

13.4: Cluley, R. (2018) ‘The construction of marketing measures: The case of viewability’, Marketing Theory, p. 147059311775398. doi: 10.1177/1470593117753981.

Description: Theoretical background to metrics in marketing with some critical insights including issues with ad fraud

13.5: Wedel, M. and Kannan, P.K. (2016) ‘Marketing analytics for data-rich environments’, Journal of Marketing, 80 (6), pp. 97–121. doi: 10.1509/jm.15.0413.

Description: Useful background to marketing analytics with Descriptions of types of data that provides the context for Big Data

13.6: Brooker, P., Barnett, J. and Cribbin, T. (2016) ‘Doing social media analytics’, Big Data & Society, 3 (2), p. 205395171665806. doi: 10.1177/2053951716658060.

Description: A methodological approach to interpreting social media analytics with examples of different methods of data capture, useful to show students how data can be obtained and reviewed