AJC   Học viện Báo chí và Tuyên truyền
TRA CỨU
DDC 302.2
Tác giả CN Hollifield, C. Ann
Nhan đề Media analytics : understanding media, audiences, and consumers in the 21st century / Edited by C. Ann Hollifield, Amy Jo Coffey
Thông tin xuất bản London; New York : Routledge, Taylor & Francis Group, 2023
Mô tả vật lý 416p ;24 cm.
Tóm tắt "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. 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 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"--$cProvided by publisher.
Từ khóa có kiểm soát Audiences
Từ khóa có kiểm soát Data mining
Từ khóa có kiểm soát Methodology
Từ khóa có kiểm soát Economic aspects
Từ khóa có kiểm soát Mass media
Tác giả(bs) CN Coffey, Amy Jo
Địa chỉ HVBCTTKho Ngoại văn(1): 40102336
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100 |aHollifield, C. Ann
245 |aMedia analytics :|bunderstanding media, audiences, and consumers in the 21st century /|cEdited by C. Ann Hollifield, Amy Jo Coffey
260 |aLondon; New York :|bRoutledge, Taylor & Francis Group,|c2023
300 |a416p ;|c24 cm.
520 |a"This textbook takes a case study approach to media and audience analytics. Realizing the best way to understand analytics in the digital age is to practice it, the authors have created a collection of cases using data sets that present real and hypothetical scenarios for students to work through. Media Analytics introduces the key principles of media economics and management. It outlines how to interpret and present results, the principles of data visualization and storytelling and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this book takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant. Aimed at upper-level students in the fast-growing area of media analytics in a cross-platform world, students using this text will learn how to find the stories in the data and to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor's Manual, discussion questions, short exercises and links to additional resources. They are available online at www.routledge.com/cw/hollifield"--$cProvided by publisher.
650 |aAudiences
650 |aData mining
650 |aMethodology
650 |aEconomic aspects
650 |aMass media
700 |aCoffey, Amy Jo
852|aHVBCTT|bKho Ngoại văn|j(1): 40102336
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