The Fundamentals of Content Analytics: A Practical Guide for Marketing and Communications Professionals
暫譯: 內容分析基礎：行銷與傳播專業人士的實用指南

Bahorsky, Russ

The Fundamentals of Content Analytics: A Practical Guide for Marketing and Communications Professionals
  • 出版商: Apress
  • 出版日期: 2026-05-19
  • 售價: $1,950
  • 貴賓價: 9.8 折 $1,911
  • 語言: 英文
  • 頁數: 423
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 9798868826009
  • ISBN-13: 9798868826009
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

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商品描述

From feature stories and blog posts to explainer videos and social media campaigns, content teams are producing more than ever--often with limited visibility into what's working and why. This book bridges the gap for professionals who need practical, strategic analytics skills but lack technical backgrounds.

Featuring a clear, accessible, and actionable approach, author Russ Bahorsky brings a research-informed perspective to using content data to drive better decisions in today's digital-first organizations. The book introduces foundational concepts in content measurement, to help you formulate better research questions, and how to collaborate with data experts. With real-world case studies and accessible frameworks, it demystifies analytics without oversimplifying it.

Web Content Analytics is not a book about becoming a data scientist--it's a book about asking better questions, building smarter processes, and creating content that connects.

What You Will Learn

    Align content analytics with business and mission goals. Ask effective research questions that guide data strategy. Gain practical methods for collecting, organizing, and analyzing content data and using it to make better business decisions. Collaborate effectively with data experts and communicate insights clearly. Apply ethical data practices and prepare for emerging trends in content analytics.

Who This Book is For

Marketing and communications professionals, content strategists and editorial managers, brand and campaign leads, nonprofit and higher education communicators, graduate students in marketing or communication

商品描述(中文翻譯)

從特寫故事和部落格文章到解說影片和社交媒體活動，內容團隊的產出比以往任何時候都要多——但通常對於哪些有效及其原因的可見性有限。本書填補了需要實用、戰略性分析技能但缺乏技術背景的專業人士之間的鴻溝。

作者 Russ Bahorsky 採用清晰、易於理解且可行的方法，帶來基於研究的觀點，利用內容數據來推動當今數位優先組織中的更好決策。本書介紹了內容測量的基礎概念，幫助您制定更好的研究問題，以及如何與數據專家合作。透過真實案例研究和可接觸的框架，本書揭開了分析的神秘面紗，而不會過於簡化。

網路內容分析 不是一本關於成為數據科學家的書——而是一本關於提出更好問題、建立更智能流程和創造能夠連結的內容的書。

您將學到的內容


  • 將內容分析與商業和使命目標對齊。

  • 提出有效的研究問題，以指導數據策略。

  • 獲得實用的方法來收集、組織和分析內容數據，並利用這些數據做出更好的商業決策。

  • 與數據專家有效合作，清晰地傳達見解。

  • 應用倫理數據實踐，並為內容分析中的新興趨勢做好準備。

本書適合誰閱讀

行銷和傳播專業人士、內容策略師和編輯經理、品牌和活動負責人、非營利組織和高等教育的傳播者、行銷或傳播的研究生

作者簡介

As a professional immersed in content strategy and audience engagement, Russ Bahorsky brings both practical experience and a research-informed perspective. With an MBA in marketing from Johns Hopkins University and credentials in UX from Nielsen Norman, Russ has led content teams at National Geographic, APA, and the University of Virginia. He help organizations connect storytelling to outcomes using measurable strategies, and this book is built from that real-world insight.

作者簡介(中文翻譯)

作為一位專注於內容策略和受眾參與的專業人士，**Russ Bahorsky** 帶來了實務經驗和研究導向的觀點。Russ 擁有約翰霍普金斯大學的行銷 MBA 學位，以及來自 Nielsen Norman 的 UX 認證，他曾在國家地理、APA 和維吉尼亞大學領導內容團隊。他幫助組織將故事講述與可衡量的策略連結到成果，這本書正是基於這些現實世界的見解而編寫的。

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