"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 todays 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. "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 todays 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.
The added value of Media Analyticsis the case studies it offers readerswhich represent real challenges that a present-day media outlet may confront.Both researchers in the field of media studies and editors who seek to implement changes to maximize profits could benefit from this readingthe former to sharpen their methodological skills, the latter to devise more grounded (read: data-driven) strategies to increase the audience--and thus revenuesof their media outlets.
Simone Benazzo, Université Libre de Bruxelles, Belgium.
Although the title might suggest this is a math-based book filled with numbers and statistics, it is not that, but so much more. In it, Hollifield and Coffey draw on their extensive experience in the field and their decades of teaching/research practice to provide a comprehensive and long-needed text for media and audience analytics courses and programs.In the exercises it provides and the discussion questions it poses, it also serves as a pedagogical model.
Marianne Barrett, Arizona State University, USA.
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