000			nam a22 4500
999			_c32877 _d32877
008			240219b xxu||||| |||| 00| 0 eng d
020			_a9781032176437
082			_a302.23 _bDON
100			_aDon, Grady
245			_aThe golden age of data : media analytics in study & practice
260			_bRoutledge, _aLondon : _c2020
300			_axx, 278 p. ; _bill., _c23 cm
365			_b38.99 _c₤ _d110.20
490			_aElectronic media research series
504			_aIncludes bibliographical references and index.
520			_aAudience and media analytics is more important now than ever, and this latest volume in the cutting-edge BEA Electronic Media Research Series collects some of the top scholars working with big data and analytics today. These chapters describe the development and help define media analytics as an academic discipline and professional practice. Understanding audiences is integral to creating and distributing media messages and the study of media analytics requires knowing a range of skills including research methods, the necessary tools available, familiarity with statistical procedures, and a mindset to provide insights and apply findings. This book summarizes the insights of analytics practitioners regarding the current state of legacy media analysis and social media analytics. Topics covered include the evolution of media technologies, the teaching of media measurement and analytics, the transition taking place in media research, and the use of media analytics to answer meaningful questions, drive content creation, and engage with audiences.
650			_aSocial media analytics
650			_aNatural Language Processing
650			_aMass Communication
650			_aLive-tweeting
650			_aGoogle Analytics
650			_aBroadcast Education Association
650			_aAudience engagement
942			_2ddc _cBK