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
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
Description: Theoretical background to metrics in marketing with some critical insights including issues with ad fraud
Description: Useful background to marketing analytics with Descriptions of types of data that provides the context for Big Data
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