Digital Strategies Data-Driven Public Relations, Marketing, and Advertising

By Susan Emerick, Regina Lutrell and Adrienne Wallace
Oxford University Press 2020
Digital Strategies Data-Driven Public Relations, Marketing, and Advertising aims to address the need for marketing and communications professionals to advance their skills by providing a sound foundation and understanding of the social web, and how analytics are a critical aspect in building data driven strategies
Digital Strategies
Data-Driven Public Relations, Marketing, and Advertising

Digital Strategies Data-Driven Public Relations, Marketing, and Advertising aims to address the need for marketing and communications professionals to advance their skills by providing a foundational understanding of how the internet, social media, artificial intelligence and analytics are a critical aspects in building sound data driven digital strategies.

This book advances understanding of how the internet, social media, artificial intelligence, and emerging technologies deliver new capabilities, featuring:

  • Comprehensive Model: Written using an evidence-based approach that explains various strategies and techniques that can be utilized to drive market influence
  • Case studies: Incorporates detailed case studies that put data-driven decision making at the center of strategic planning, execution, and measurement.
  • Data-driven: Provides readers with an understanding of why data-driven decision-making matters in developing successful initiatives.
  • Accessible language: Written in a pragmatic tone that is easy to understand.
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