Media Analytics Understanding Media, Audiences and Consumers in the 21st Century

• Marianne Barrett ^[1]
  1. [1] Arizona State University

     Arizona State University

     Estados Unidos

     
• Localización: Comunicación y sociedad = Communication & Society, ISSN-e 2386-7876, ISSN 0214-0039, Vol. 37, Nº. 1, 2024, págs. 219-220
• Idioma: inglés

• Es reseña de:

  • Media Analytics Understanding Media, Audiences, and Consumers in the 21st Century

    Ann Hollifield

    Routledge, 2023

• Enlaces
  • Texto completo
• Resumen

  • 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 com-prehensive and long-needed text for media and audience analytics courses and programs. Part media management primer, part casebook, part occupational resource, the text introduces students to the myriad opportunities open to those who pursue careers as media analysts, outlines the key aspects of an analyst’s job, explains the fundamentals of media management and economics in a clear and concise way and pro-vides a thorough understanding of the 21st century media ecosystem. Conversational in approach, the text is divided into three parts: Foundations of Media Analytics, Media Analysis and the Business of Media, and Media Analytics Across Industry Sectors. Among the topics covered are a discussion of revenue models, the tenets and challenges of quality research design and methodology, the importance of storytelling skills, the key components and players in the consumer behavior and marketing space and big data. Frequent reminders throughout reassure students that media analytics is not about the math, but “about solving problems” (p. 34) and that “the most important part of media ana-lytics is figuring out what data mean in the context of specific media management problems” (p. 60). Because it addresses the reader with the use of the pronoun “you,” and often provides “pep talks” to students, the text feels more personal and engaging than is typically the case.