Research Guides: MKTG 431: Marketing Analytics (Kulkarni): Marketing & Advertising

Target Markets

Pew Research Center: Internet, Science, & Tech
Goldmine of reports, trends, and statistics on U.S. Internet usage and policy.

Simmons Insights This link opens in a new window
Simmons Insights provides U.S. consumer data on product and brand usage, spending behavior, media habits, and more. Use it to create customized reports analyzing the demographic and psychographic characteristics of product users and their media behavior. The data comes from the Simmons National Consumer Study (NCS), which is sent out to samples of the U.S. population several times a year. The most recent year’s survey is the default base population.

Measuring Marketing: 103 Key Metrics Every Marketer Needs
3rd floor, REFERENCE section, call number HF5415 .D366 2013
Includes a section on Online/Social/Digital Metrics, featuring Pay per Click, Pay per Lead, Social Media Profitability, and more.

Advertising Age This link opens in a new window
Advertising, marketing and media information from the preeminent trade journal in advertising.
Go to Advertising Age Data Center for data on marketing, media and agencies, including data on digital marketing, newspapers, top advertisers, and more.
Look for ad spending for big companies in the Data Center. (Social media spending, sadly, is not broken out.)
Winmo (RedBooks) This link opens in a new window
Look up your client company to get a breakdown of their ad spend.