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Social Media and Web Analytics

In: Essentials of Business Analytics

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  • Vishnuprasad Nagadevara

    (IIM-Bangalore)

Abstract

Social media has created new opportunities to both consumers and companies. It has become one of the major drivers of consumer revolution. Companies can analyze data available from the web and social media to get valuable insights into what consumers want. Social media and web analytics can help companies measure the impact of their advertising and the effect of mode of message delivery on the consumers. Companies can also turn to social media analytics to learn more about their consumers. This chapter looks into various aspects of social media and web analytics.

Suggested Citation

  • Vishnuprasad Nagadevara, 2019. "Social Media and Web Analytics," International Series in Operations Research & Management Science, in: Bhimasankaram Pochiraju & Sridhar Seshadri (ed.), Essentials of Business Analytics, chapter 0, pages 719-763, Springer.
    • Handle: RePEc:spr:isochp:978-3-319-68837-4_21
    DOI: 10.1007/978-3-319-68837-4_21
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