Performing social media analytics with Brandwatch for Classrooms: a platform review

McGuirk, Michael

doi:10.1057/s41270-021-00128-5

Cited by 9 publications

(3 citation statements)

References 34 publications

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“…Analyzing conversion rates at various stages of the sales funnel provides insights into the effectiveness of different marketing channels and strategies. A/B testing and optimization efforts can be guided by conversion rate data to enhance overall campaign performance (Arikan, 2023, Hahn, 2019, McGuirk, 2023.…”

Section: Roi Measurement and Performance Metricsmentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

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Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving landscape of Big Data and AI. In the age of Big Data, businesses are inundated with vast amounts of information, making it imperative for marketers to leverage analytics tools effectively. This review explores the role of Digital Marketing Analytics in harnessing the power of Big Data, enabling marketers to extract actionable insights, identify trends, and make informed decisions. The integration of AI further enhances these capabilities, automating processes and offering predictive analytics for more targeted and personalized marketing strategies. The paper delves into various strategies employed in Digital Marketing Analytics, encompassing data collection, analysis, and interpretation. It discusses the significance of real-time analytics in responding promptly to market changes, optimizing campaigns, and enhancing customer experiences. Additionally, the review addresses the ethical considerations surrounding data privacy and the responsible use of AI in marketing practices. The synergy between Big Data and AI is explored as a catalyst for innovation in digital marketing. Strategies such as machine learning algorithms for customer segmentation, sentiment analysis, and predictive modeling are examined for their potential to revolutionize marketing effectiveness. Moreover, the paper highlights the evolving role of analytics in measuring the return on investment (ROI) of digital marketing initiatives. This review provides insights into the evolving landscape of Digital Marketing Analytics, emphasizing the strategic importance of leveraging Big Data and AI. Businesses that embrace these technologies stand to gain a competitive edge by unlocking valuable insights, optimizing marketing efforts, and staying agile in response to dynamic market conditions.

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Section: Roi Measurement and Performance Metricsmentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

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“…Honglei Zhang & M. Asim Amin (2022) 1 , as analysed that social media analytics collect and analyze data from various social networks such as Facebook, Instagram and Twitter. Big data -assisted social media analytics for business (BD -SMAB) model increases awareness and affects decision -makers in marketing strategies.…”

Section: Review Of Literaturementioning

confidence: 99%

Growth of content marketing through LinkedIn channel

Jenifer¹,

Vishmita²,

Sowmiya³

2023

Int. J. Sci. Res. Arch.

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Social media analytics is the ability to gather and find meaning in data gathered from social channels to support business decisions — and measure the performance of actions based on those decisions through social media. LinkedIn is a social website which had been launched for the purpose of creating professional network and connect, like education and Business. LinkedIn marketing is a great tool for large B2B companies looking to promote their brands by reaching professionals through ad campaigns. This social website allows business people to perform various tasks like posting promotional videos, customising attractive company profile, participating in active chats with the live customers. This suggests that people on LinkedIn are generally interested in informative and educational content, which seems fitting for a professional social work. This research also emphasizes on content marketing applications such as SlideShare, Pulse and company pages which will support B2B. The Objective of this study is to analyse the various promotional strategies used by B2B business through LinkedIn channel. This study also concentrates on the benefits of existing customers flowing through LinkedIn. The sample size of this study is restricted to 100 and the area of the study is restricted to Tamilnadu. This Study enhances that for many Influencers and content creators, social media channels are the primary source of business and income. In this note, LinkedIn has a strong base of followers and these followers will help to increase the brand audience. Henceforth, this study brings out the benefits of digital marketing and gaining social knowledge.

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“…One way to measure the attitudes of a large swath of people is through social media analytics. More than 55% of the global population utilizes social media actively, with penetration in several world markets [14]. In sentiment analysis, negative or positive word polarity is mined along with other language attributes that allow researchers to interpret consumer loyalty, interest, or brand sentiment [15].…”

Section: Introductionmentioning

confidence: 99%

COVID-19 and Tourism: Analyzing the Effects of COVID-19 Statistics and Media Coverage on Attitudes toward Tourism

et al. 2021

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COVID-19 has significantly influenced tourism, including tourists’ and residents’ attitudes toward tourism. At the same time, attitudes and consumer confidence are important for economic recovery in the tourism sector. This study explores the effects of the COVID-19 pandemic on people’s attitudes toward tourism by analyzing time-series data on the number of COVID-19 positive cases, vaccinations, news sentiment, a total number of daily mentions of tourism, and the share of voice for positive and negative sentiment toward tourism. The applied data analysis techniques include descriptive analysis, visual representation of data, data decomposition into trend and cycle components, unit root tests, Granger causality test, and multiple time series regression. The results demonstrate that the COVID-19 statistics and media coverage have significant effects on interest in tourism in general, as well as the positive and negative sentiment toward tourism. The results contribute to knowledge and practice by describing the effects of the disease statistics on attitudes toward tourism, introducing social media sentiment analysis as an opportunity to measure positive and negative sentiment toward tourism, and providing recommendations for government authorities, destination management organizations, and tourism providers.

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Performing social media analytics with Brandwatch for Classrooms: a platform review

Cited by 9 publications

References 34 publications

Digital marketing analytics: A review of strategies in the age of big data and AI

Digital marketing analytics: A review of strategies in the age of big data and AI

Growth of content marketing through LinkedIn channel

COVID-19 and Tourism: Analyzing the Effects of COVID-19 Statistics and Media Coverage on Attitudes toward Tourism

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