Understanding Audiences, Customers, and Users via Analytics

This book presents the foundations of using analytics from the laboratory, social media platforms, and the web. The authors cover key topics including analytics strategy, data gathering approaches, data preprocessing, data quality assessment, analytical methods, tools, and validation methods. The book includes chapters explaining web analytics, social media analytics, and how to create an analytics strategy. The authors also cover on data sources, such as online surveys, crowdsourcing, eye track