Media Analytics: Understanding Media, Audiences, and Consumers in the 21st Century

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C. Ann Hollifield (University of Florida, USA) Amy Jo Coffey (University of Georgia, USA)

Media Analytics

Understanding Media, Audiences, and Consumers in the 21st Century

C. Ann Hollifield (University of Florida, USA), Amy Jo Coffey (University of Georgia, USA)

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English

Routledge
27 June 2023

The Arts: General & Reference; Humanities; Media studies; Economics; Business & management; Digital animation

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, and links to additional resources. They are available online at www.routledge.com/cw/hollifield.

By: C. Ann Hollifield (University of Florida USA), Amy Jo Coffey (University of Georgia, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
Weight: 1.340kg
ISBN: 9781138581050
ISBN 10: 1138581054
Pages: 416
Publication Date: 27 June 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

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.

Reviews for Media Analytics: Understanding Media, Audiences, and Consumers in the 21st Century

Hollifield & Coffey provide the practical and conceptual foundation students need to become professional media research analysts. This text provides clear demonstrations of how multiple research methods produce key insights within various industry contexts. In doing so, it will distinguish itself as an enduring resource for both students and instructors. - Matthew Corn, Director of Research, HBO/HBO Max. An indispensable resource not only for students of media analytics, but for professionals as well. It provides a comprehensive and detailed study of today's complex media ecosystem and how to effectively reach consumer targets on the right platforms at the right time with the right message. - Steve Walsh, Chief Revenue Officer, Consumer Orbit. It is no exaggeration to say that those of us who teach media analytics have been desperate for a book like this. It is comprehensive in terms of the industry sectors, measurement systems, and analytical contexts covered; and best of all, it comes with actual data for students to work with. - Philip M. Napoli, Director, DeWitt Wallace Center for Media & Democracy, Duke University, USA.