Media analytics: understanding media, audiences, and consumers in the 21st century
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York ; London
Routledge, Taylor & Francis Group
2023
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| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | xxi, 416 Seiten Illustrationen, Diagramme |
| ISBN: | 9781138581050 9781138581036 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Contents Data availability Acknowledgments Preface Introduction XV xvi xix 1 Purpose of the text 2 Current issues and challenges addressed by this book. 3 Organization of this textbook 4 How to use this text and get the most from it 5 What are case studies? 7 Other chapter features 7 A final note 8 PART 1 Foundations of media analytics 1 The industry and profession of media analytics A growing profession 14 Who needs analysts? 15 Industry demand 17 Where analysts are needed 18 Media analytics industry structure 19 Nature of analyst roles and work 20 The nature and challenges of media measurement firms 22 Measurement around the globe 24 Industry oversight 25 The analytics industry and ethics 27 11 13
Contents Staying current in the industry 30 Summary and conclusion 30 Additional resources 31 Recommended cases 31 Discussion questions and exercises 32 2 Fundamentals of media economics and management 35 Media business models 35 Understanding the basics of demand, profitability, and finance terms 38 The characteristics of information products 41 Risk mitigation strategies in media management 45 Understanding audiences 48 Content management 50 Understanding advertising management 55 Discovery and distribution management 58 Summary and conclusion 60 Additional resources 62 Recommended cases 62 Discussion questions and exercises 62 3 Fundamentals of research design and methodology 69 Research expertise as a foundational job skill 69 Fundamental research concepts 71 Research design 72 Population 76 Sampling 78 The goals of empirical research design 84 Research methods 86 Data analysis and interpretation 88 Summary and conclusion 93 Additional resources 93 Recommended cases 94 Discussion questions and exercises 94 4 Communicating insights Telling a story 100 Goals for communicating insights 102 Common types of communications 103 99
Contents xi Slide deck 7 06 Dashboard 106 Visual communications 107 Presentations 110 The slide deck and visual aids 115 Adapting your message to your audience 115 Summary and conclusion 116 Additional resources 117 Recommended cases 118 Discussion questions and exercises 118 PART 2 Media analytics and the business of media: Advertising and consumers 5 Advertising analytics 123 125 Advertising fundamentals 126 The buying and selling of advertising 141 Key challenges for the advertising analyst 144 Advertising metrics and their larger impacts 146 Summary and conclusion 148 Additional resources 149 Recommended cases 149 Discussion questions and exercises 149 6 Consumer behavior and marketing 153 The consumer data industry 153 Summary and conclusion 168 Additional resources 169 Recommended cases 169 Discussion questions and exercises 170 7 Big data The nature of big data 175 Pros of big data 179 Cons of big data 183 Who uses big data and for what purposes? 185 Formats of big data 186 175
xii Contents Approaches and processes for analyzing big datasets 186 Ethical considerations 189 Best practices and applications 190 Using big data in the consumer(audience analytics realm 191 Tools for analyzing big data 192 Summary and conclusion 193 Additional resources 193 Recommended cases 193 Discussion questions and exercises 194 PART 3 Media analytics across industry sectors 8 Foundations of audiovisual measurement 199 201 Eirst-generation or legacy methods 201 hirst-generation metrics 202 Other foundational metrics 203 The digital revolution and measurement 204 Next-generation or digital metrics 205 Gross rating points (GRP) 205 Measuring the total audience 206 Audience measurement firms 207 Summary and conclusion 208 9 Video analytics Video consumption platforms 211 Measurement technologies 213 Out with the old, in with the new 216 Status of the video measurement industry 218 Linear television measurement 218 Digital video measurement 226 Best practices for measuring video consumption 228 Video measurement considerations, tools, and practices 231 Summary and conclusion 234 Additional resources 235 Recommended cases 235 Discussion questions and exercises 235 210
Contents xiii 10 Audio analytics 242 Audio consumption and measurement today 242 Total audience measurement 244 Integration of sample-based panels and census-based big data 244 Trends in passive measurement 245 Measuring terrestrial radio 246 Measuring streaming audio 248 Podcasting measurement 249 Voice assistants and smart speakers 251 Digital Audio Standards 252 Definitional issues 253 Summary and conclusion 254 Additional resources 254 Recommended cases 254 Discussion questions and exercises 255 11 Publishing analytics 261 The state of publishing industries 262 Publishing industry metrics 264 Publishing sectors 266 Summary and conclusion 280 Additional resources 281 Recommended cases 282 Discussion questions and exercises 282 12 Online and mobile analytics Online/mobile measurement providers 288 Identifying the right online metrics for the right context 289 Common online metrics 293 Measuring and reporting with purpose 298 Using metrics to tell a story 299 Other things we measure online 299 Mobile metrics 300 5G and implications 303 Challenges of online and mobile measurement 303 Summary and conclusion 305 Additional resources 305 Recommended cases 305 Discussion questions and exercises 306 287
xiv Contents 13 Social media analytics 312 Social media in the communication ecosystem 313 Methodological issues 315 Social media analysis 318 Social network analysis 328 Uses of social media analytics by brands and companies 330 Uses of social media analytics for media analysts 331 Ethical issues in social media analytics 334 Summary and conclusion 336 Additional resources 337 Recommended cases 337 Discussion questions and exercises 338 14 News analytics 342 The threats facing news organizations 343 Data analytics, journalism, and journalists 345 Analytics for short-, mid-, and long-term strategic news management 348 News analytics data and tools 355 News bloggers and entrepreneurs 357 Summary and conclusion 358 Additional resources 359 Recommended cases 359 Discussion questions and exercises 360 15 Entertainment media analytics 365 The film industry 365 The television and video entertainment industries 370 The video games industry 379 Sports marketing 382 Summary and conclusion 384 Additional resources 385 Recommended cases 386 Discussion questions and exercises 386 Glossary Index Text website URL: www.routledge.com/cw/hollifield 390 405
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 datasets 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 how to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor s Manual, discussion questions, short exercises, anc links to additional resources. They are available online at www.routledge.com/cw/hollifield. C. Ann Hollifield, Ph.D., is Professor Emerita at the University of Georgia, USA, and an international consultant on news media viability. In 2006, she founded one of the first certificate programs in media analytics in the United States. She is the author/editor of more than 50 publications on media economics and management. Amy Jo Coffey, Ph.D., is Associate Professor in Media Management at the University of
Florida, USA, where she also developed the online master s program and certificate in audience analytics. Her published research has focused on media management and economics topics, including audience valuation, advertiser investment in diverse audiences, and media ownership.
|
| adam_txt |
Contents Data availability Acknowledgments Preface Introduction XV xvi xix 1 Purpose of the text 2 Current issues and challenges addressed by this book. 3 Organization of this textbook 4 How to use this text and get the most from it 5 What are case studies? 7 Other chapter features 7 A final note 8 PART 1 Foundations of media analytics 1 The industry and profession of media analytics A growing profession 14 Who needs analysts? 15 Industry demand 17 Where analysts are needed 18 Media analytics industry structure 19 Nature of analyst roles and work 20 The nature and challenges of media measurement firms 22 Measurement around the globe 24 Industry oversight 25 The analytics industry and ethics 27 11 13
Contents Staying current in the industry 30 Summary and conclusion 30 Additional resources 31 Recommended cases 31 Discussion questions and exercises 32 2 Fundamentals of media economics and management 35 Media business models 35 Understanding the basics of demand, profitability, and finance terms 38 The characteristics of information products 41 Risk mitigation strategies in media management 45 Understanding audiences 48 Content management 50 Understanding advertising management 55 Discovery and distribution management 58 Summary and conclusion 60 Additional resources 62 Recommended cases 62 Discussion questions and exercises 62 3 Fundamentals of research design and methodology 69 Research expertise as a foundational job skill 69 Fundamental research concepts 71 Research design 72 Population 76 Sampling 78 The goals of empirical research design 84 Research methods 86 Data analysis and interpretation 88 Summary and conclusion 93 Additional resources 93 Recommended cases 94 Discussion questions and exercises 94 4 Communicating insights Telling a story 100 Goals for communicating insights 102 Common types of communications 103 99
Contents xi Slide deck 7 06 Dashboard 106 Visual communications 107 Presentations 110 The slide deck and visual aids 115 Adapting your message to your audience 115 Summary and conclusion 116 Additional resources 117 Recommended cases 118 Discussion questions and exercises 118 PART 2 Media analytics and the business of media: Advertising and consumers 5 Advertising analytics 123 125 Advertising fundamentals 126 The buying and selling of advertising 141 Key challenges for the advertising analyst 144 Advertising metrics and their larger impacts 146 Summary and conclusion 148 Additional resources 149 Recommended cases 149 Discussion questions and exercises 149 6 Consumer behavior and marketing 153 The consumer data industry 153 Summary and conclusion 168 Additional resources 169 Recommended cases 169 Discussion questions and exercises 170 7 Big data The nature of big data 175 Pros of big data 179 Cons of big data 183 Who uses big data and for what purposes? 185 Formats of big data 186 175
xii Contents Approaches and processes for analyzing big datasets 186 Ethical considerations 189 Best practices and applications 190 Using big data in the consumer(audience analytics realm 191 Tools for analyzing big data 192 Summary and conclusion 193 Additional resources 193 Recommended cases 193 Discussion questions and exercises 194 PART 3 Media analytics across industry sectors 8 Foundations of audiovisual measurement 199 201 Eirst-generation or legacy methods 201 hirst-generation metrics 202 Other foundational metrics 203 The digital revolution and measurement 204 Next-generation or digital metrics 205 Gross rating points (GRP) 205 Measuring the total audience 206 Audience measurement firms 207 Summary and conclusion 208 9 Video analytics Video consumption platforms 211 Measurement technologies 213 Out with the old, in with the new 216 Status of the video measurement industry 218 Linear television measurement 218 Digital video measurement 226 Best practices for measuring video consumption 228 Video measurement considerations, tools, and practices 231 Summary and conclusion 234 Additional resources 235 Recommended cases 235 Discussion questions and exercises 235 210
Contents xiii 10 Audio analytics 242 Audio consumption and measurement today 242 Total audience measurement 244 Integration of sample-based panels and census-based big data 244 Trends in passive measurement 245 Measuring terrestrial radio 246 Measuring streaming audio 248 Podcasting measurement 249 Voice assistants and smart speakers 251 Digital Audio Standards 252 Definitional issues 253 Summary and conclusion 254 Additional resources 254 Recommended cases 254 Discussion questions and exercises 255 11 Publishing analytics 261 The state of publishing industries 262 Publishing industry metrics 264 Publishing sectors 266 Summary and conclusion 280 Additional resources 281 Recommended cases 282 Discussion questions and exercises 282 12 Online and mobile analytics Online/mobile measurement providers 288 Identifying the right online metrics for the right context 289 Common online metrics 293 Measuring and reporting with purpose 298 Using metrics to tell a story 299 Other things we measure online 299 Mobile metrics 300 5G and implications 303 Challenges of online and mobile measurement 303 Summary and conclusion 305 Additional resources 305 Recommended cases 305 Discussion questions and exercises 306 287
xiv Contents 13 Social media analytics 312 Social media in the communication ecosystem 313 Methodological issues 315 Social media analysis 318 Social network analysis 328 Uses of social media analytics by brands and companies 330 Uses of social media analytics for media analysts 331 Ethical issues in social media analytics 334 Summary and conclusion 336 Additional resources 337 Recommended cases 337 Discussion questions and exercises 338 14 News analytics 342 The threats facing news organizations 343 Data analytics, journalism, and journalists 345 Analytics for short-, mid-, and long-term strategic news management 348 News analytics data and tools 355 News bloggers and entrepreneurs 357 Summary and conclusion 358 Additional resources 359 Recommended cases 359 Discussion questions and exercises 360 15 Entertainment media analytics 365 The film industry 365 The television and video entertainment industries 370 The video games industry 379 Sports marketing 382 Summary and conclusion 384 Additional resources 385 Recommended cases 386 Discussion questions and exercises 386 Glossary Index Text website URL: www.routledge.com/cw/hollifield 390 405
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 datasets 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 how to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor's Manual, discussion questions, short exercises, anc links to additional resources. They are available online at www.routledge.com/cw/hollifield. C. Ann Hollifield, Ph.D., is Professor Emerita at the University of Georgia, USA, and an international consultant on news media viability. In 2006, she founded one of the first certificate programs in media analytics in the United States. She is the author/editor of more than 50 publications on media economics and management. Amy Jo Coffey, Ph.D., is Associate Professor in Media Management at the University of
Florida, USA, where she also developed the online master's program and certificate in audience analytics. Her published research has focused on media management and economics topics, including audience valuation, advertiser investment in diverse audiences, and media ownership. |
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| spelling | Hollifield, C. Ann 1958- Verfasser (DE-588)1245376047 aut Media analytics understanding media, audiences, and consumers in the 21st century C. Ann Hollifield and Amy Jo Coffey New York ; London Routledge, Taylor & Francis Group 2023 © 2023 xxi, 416 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Coffey, Amy Jo Verfasser (DE-588)1302579134 aut Erscheint auch als Online-Ausgabe 978-0-429-50695-6 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034324607&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034324607&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
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| title | Media analytics understanding media, audiences, and consumers in the 21st century |
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| title_exact_search_txtP | Media analytics understanding media, audiences, and consumers in the 21st century |
| title_full | Media analytics understanding media, audiences, and consumers in the 21st century C. Ann Hollifield and Amy Jo Coffey |
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| title_short | Media analytics |
| title_sort | media analytics understanding media audiences and consumers in the 21st century |
| title_sub | understanding media, audiences, and consumers in the 21st century |
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