Master modern web and network data
modeling: both theory and applications. In Web and
Network Data Science, a top faculty member of Northwestern
University’s prestigious analytics program presents the first
fully-integrated treatment of both the business and academic
elements of web and network modeling for predictive analytics.

Some books in this field focus either
entirely on business issues (e.g., Google Analytics and SEO);
others are strictly academic (covering topics such as sociology,
complexity theory, ecology, applied physics, and economics). This
text gives today's managers and students what they really need:
integrated coverage of concepts, principles, and theory in the
context of real-world applications.

Building on his pioneering Web Analytics
course at Northwestern University, Thomas W. Miller covers
usability testing, Web site performance, usage analysis, social
media platforms, search engine optimization (SEO), and many other
topics. He balances this practical coverage with accessible and
up-to-date introductions to both social network analysis and
network science, demonstrating how these disciplines can be used to
solve real business problems.