Digital marketing analytics : making sense of consumer data in a digital world

Format:

Book

Author/Creator:

Hemann, Chuck, Author.

Contributor:

Burbary, Ken, Contributor.

Language:

English

Subjects (All):

Internet marketing--Management.

Internet marketing.

Digital media.

Social media.

Marketing.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Place of Publication:

[Place of publication not identified] Que 2013

Language Note:

English

System Details:

text file

Summary:

Distill 100%–Usable Max-Profit Knowledge from Your Digital Data. Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you . Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to CRM to social media marketing! • Prioritize—because you can’t measure, listen to, and analyze everything • Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors • Measure real social media ROI: sales, leads, and customer satisfaction • Track the performance of all paid, earned, and owned social media channels • Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR • Start optimizing web and social content in real time • Implement advanced tools, processes, and algorithms for accurately measuring influence • Integrate paid and social data to drive more value from both • Make the most of surveys, focus groups, and offline research synergies • Focus new marketing and social media investments where they’ll deliver the most value Foreword by Scott Monty Global Head of Social Media, Ford Motor Company

Contents:

Understanding the digital media landscape

Understanding digital analytics concepts

Picking the tools of the trade

Tools : social media listening

Tools : search analytics

Tools : audience analysis

Tools : content analysis

Tools : engagement analysis

Understanding digital influence

Developing your social media listening program

How to use listening to inform marketing programs

Using online data to anticipate a crisis

Improving customer service

Launching a new product

Formulating your research plan

Making reports easy to understand and communicate

Search analysis

ROI = return on investment

Creating the best-practice measurement scorecard

Mobile analytics : how mobile is different than other digital channels

Social CRM

The future of digital data : business intelligence.

Notes:

Bibliographic Level Mode of Issuance: Monograph

ISBN:

9780133150926

0133150925

9780133150919

0133150917

9780789750303

0789750309

OCLC:

850705700