Digital Marketing Management

Index

Above the fold, 36, 72

A/B testing, 38, 47, 71–72

AC Nielson, 118

Acxiom, 86, 118, 120

Adobe Analytics, 33

Adobe Omniture, 129

Alexa.com, 33

Algorithm, 49

EdgeRank, 82

Google Algorithm, 50, 52

Hummingbird, 49

Panda, 49

Penguin, 49

Alt tags, 51

Always on marketing, 95–98

Amazon, 10, 56, 108–109

Analytics, 125–129

data, 126

predictive, 126–127

web, 127–129

AOL, 87

Apache Hadoop, 116–117

Attention, interest, desire, and action (AIDA), 93–94

Attribution modelling, 82, 128–129

Banner ads, 86

Barnes and Noble, 10

Big Data analysis, 102, 117, 125

Bing, 9

paid search, 44, 45

Bounce rate, 68, 72

Branding, and search rankings, 55–56

Braun, 76–77

Broad match, 45

Browser technology, 9–10

Business customer

external information, 121

internal information, ...