The Data Analytics Advantage
Strategies and Insights to Understand Social Media Content and Audiences
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Product details:
- Publisher OUP USA
- Date of Publication 30 January 2026
- ISBN 9780197814239
- Binding Paperback
- No. of pages296 pages
- Size 231x160x27 mm
- Weight 363 g
- Language English 0
Categories
Short description:
The Data Analytics Advantage is a practical guide to social media analytics for anyone looking to understand and leverage social media data. It blends academic concepts with real-world examples, making complex ideas accessible without requiring advanced technical skills. The book is structured around a simple three-stage framework--discovery, analysis, visualization--designed to help readers make strategic decisions using social media data. Readers will come away with a solid grasp of theoretical concepts as well as hands-on experience through practical exercises, making The Data Analytics Advantage an indispensable resource for students, social media administrators, marketers, and data analysts alike in the rapidly evolving field of social media analytics.
MoreLong description:
The Data Analytics Advantage is a comprehensive guide that equips readers with the essential skills to analyze and leverage social media data for strategic decision-making. Combining academic principles with case studies, social media analytics expert Laeeq Khan provides a foundational understanding of the field and its importance, introduces cutting-edge trends and tools through interactive tutorials and exercises, and offers a glimpse into future developments, including the potential impact of artificial intelligence.
With its balance of technical rigor and accessibility, the textbook requires minimal coding experience while covering a wide range of topics. Using a three-stage framework--discovery, analysis, visualization--Khan emphasizes the importance of question formulation, data collection, and the skillful application of analytical tools; unveils key aspects of social media analytics, from hashtag and temporal analysis to social network analysis, data visualization, and storytelling; introduces readers to various methodologies, including monitoring metrics and KPIs, adopting advanced data visualization techniques, and mastering sentiment and network analysis; and addresses potential challenges in social media analytics, such as data access, privacy, and ethics. Readers will come away with a solid grasp of theoretical concepts as well as hands-on experience through practical exercises, making The Data Analytics Advantage an indispensable resource for students, social media administrators, marketers, and data analysts alike in the rapidly evolving field of social media analytics.
Table of Contents:
Preface
Chapter 1: Introduction: Analytics Overview
Chapter 2: Social Media Analytics Framework
Chapter 3: Goals, Metrics & Measurement
Chapter 4: Data Gathering, Organizing, and Cleaning
Chapter 5: Textual Data Structuring
Chapter 6: Text Analytics Interpretative Methods and Tools
Chapter 7: Social Network Analysis
Chapter 8: Image and Video Analytics
Chapter 9: Data Visualization
Chapter 10: Spatial Analytics for Social Media
Chapter 11: Integrating Design Thinking into Dashboards and Reports
Chapter 12: Artificial Intelligence and the Future of Social Media Analytics
