Social Media and Web Analytics

Vishnuprasad Nagadevara ()
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Vishnuprasad Nagadevara: IIM-Bangalore

Chapter Chapter 21 in Essentials of Business Analytics, 2019, pp 719-763 from Springer

Abstract: 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.

Date: 2019
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DOI: 10.1007/978-3-319-68837-4_21

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