Book description
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
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Contents at a Glance
- Contents
- About This E-Book
- Foreword
- 1 Understanding the Synergetic Digital Ecosystem
- 2 Understanding Digital Analytics Concepts
- 3 Choosing Your Analytics Tools
- 4 Digital Analysis: Brand
- 5 Digital Analysis: Audience
- 6 Digital Analysis: Ecosystem
- 7 Return on Investment
- 8 Understanding Digital Influence
- 9 How to Use Digital Analytics to Inform Marketing Programs
- 10 Improving Customer Service
- 11 Using Digital Analytics to Anticipate a Crisis
- 12 Launching a New Product
- 13 Building Your Research Plan
- 14 Building Reports that Will Actually Be Useful
-
15 The Future of Digital Data
- Watching How the Digital Analytics Disciplines Evolve
-
Understanding Where Digital Analytics Goes from Here
- Bridging the Analytics Talent Gap
- Housing Your Customer Data
- Continuing Consolidation of Data Sources Just as New Sources of Data Emerge
- Dealing with Growing Concerns About Consumer Privacy
- Making Social Data Become More Available to Brands
- Continuing Struggle by Companies to Get Clean and Accurate Data
- Continuing Measurement Challenges for Chief Marketing Officers (CMOs)
- Scratching the Surface of Machine Learning and Artificial Intelligence
- References
- Index
Product information
- Title: Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
- Author(s):
- Release date: May 2018
- Publisher(s): Que
- ISBN: 9780134997797
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