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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

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

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Contents at a Glance
  5. Contents
  6. About This E-Book
  7. Foreword
  8. 1 Understanding the Synergetic Digital Ecosystem
    1. The Evolution of the Digital Ecosystem
    2. Data Growth Trends
    3. Digital Media Types
      1. Paid Media
      2. Owned Media
    4. Competitive Intelligence
    5. Clickstream (Web Analytics)
    6. Conversion Analytics
    7. Custom Segmentation
    8. Visual Overlays
    9. Social Media Reporting
    10. User Experience Feedback
    11. Real-Time Site Analytics
    12. References
  9. 2 Understanding Digital Analytics Concepts
    1. Starting at the Top
    2. Applying a Measurement Framework
    3. Determining Your Owned and Earned Social Metrics
      1. Owned Social Metrics
      2. Earned Social Media Metrics
    4. Demystifying Web Data
    5. Digital Advertising Concepts
    6. Searching for the Right Metrics
      1. Paid Search
      2. Organic Searches
    7. Aligning Digital and Traditional Analytics
      1. Primary Research
      2. Traditional Media Monitoring
      3. Traditional CRM Data
    8. Bringing It All Together
      1. The Reporting Timeline
      2. The Reporting Template
      3. Different Strokes for Different Folks
  10. 3 Choosing Your Analytics Tools
    1. Evaluating New Marketing Technologies
    2. Organizing Your Marketing Technology Stack
      1. Cisco’s Marketing Technology Stack
      2. Intel’s Marketing Technology Stack
    3. Identifying Critical Marketing Technology Solutions
    4. Who Decides Which Tool to Buy?
    5. Achieving Adoption of Marketing Technology Solutions
    6. Conclusion
    7. References
  11. 4 Digital Analysis: Brand
    1. Benefits of Digital Brand Analysis
    2. Brand Analysis in the Digital Age
    3. Brand Share
      1. Share of Voice
      2. Share of Search
      3. Share of Audience
    4. Brand Audience
      1. Total Audience Reach
      2. Total Audience Attention
      3. Total Audience Engagement
    5. Brand and Consumer Alignment
    6. The Future of Digital Brand Analysis
  12. 5 Digital Analysis: Audience
    1. What Is Audience Analysis?
    2. Audience Analysis Use Cases
      1. Digital Strategy Development
      2. Content Strategy Development
      3. Engagement Strategy
      4. Search Engine Optimization
      5. Content Optimization
      6. User Experience Design
      7. Audience Segmentation
    3. Audience Analysis Tool Types
    4. Additional Audience Analysis Techniques
    5. Conversation Typing
    6. Event Triggers
  13. 6 Digital Analysis: Ecosystem
    1. Ecosystem Analysis
    2. Ecosystem Analysis Outputs
    3. Digital Ecosystem Maps
  14. 7 Return on Investment
    1. Defining ROI
      1. Return on Engagement (ROE)
      2. Return on Influence
      3. Return on Experience
    2. Properly Tracking ROI
      1. Understanding the Top-Down Revenue Measurement Approaches
      2. Utilizing Bottom-Up Measurement Models
    3. Three-Tiered Approach to Measuring Digital Marketing Effectiveness
  15. 8 Understanding Digital Influence
    1. Understanding the Reality of Digital Influence
      1. The “Tipping Point” Phenomenon
      2. The Community Rules Phenomenon
    2. Developing a Modern-Day Media List
    3. Using the Tools of the Trade
      1. Klout
      2. Other Important Influencer Analysis Tools
      3. Developing Your Own Influence Approach
    4. Online Versus Offline Influence
    5. Using the Influencer List
  16. 9 How to Use Digital Analytics to Inform Marketing Programs
    1. Understanding the Social Media Landscape Analysis
    2. Search and Owned Analysis
    3. Conducting Media Analysis
  17. 10 Improving Customer Service
    1. Customer Expectations
    2. The Social Customer Service Conflict
      1. Understanding the Customer
      2. Understanding Customer Intent
      3. Personalizing the Customer Experience
    3. Social Customer Service Models
      1. The Ad Hoc Stage of Customer Service
      2. The Limited Stage of Customer Service
      3. The Formal Stage of Customer Service
      4. Delta Air Lines
    4. References
  18. 11 Using Digital Analytics to Anticipate a Crisis
    1. Developing a Modern-Day Issues Management Plan
    2. Identifying Known Issues
      1. Listing the Known Issues
      2. Knowing the Share of Conversation Online
      3. Profiling Pro and Con Influencers
      4. Briefing and Getting to Know the Influencers
      5. Placing the Right Content
      6. Knowing the Positive and Negative Words
      7. Tagging the Right Words
    3. Crisis Day Monitoring and Ongoing Reporting
      1. Dealing with the Issue Hitting
      2. Developing Your Content Plan
      3. Developing Your Reporting Plan and Reporting Cadence
      4. Reporting Frequency and Contents During a Crisis
      5. Reporting Frequency and Contents After a Crisis
    4. Correcting the History After a Crisis Is Over
      1. Evaluating Your Preliminary Research
      2. Identifying Key Third Parties and a Content Syndication Plan
  19. 12 Launching a New Product
    1. General Overview of the Product Lifecycle
    2. The Product Lifecycle Introduction Phase
      1. What Is the Consumer Reaction to Product X?
      2. What Are the Consumer Concerns About Product X?
      3. What Are the Consumer’s Unmet or Unstated Needs?
    3. The Product Lifecycle Growth Phase
      1. What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?
      2. Who Are the Influencers in the Product X Conversation?
      3. What Is the Consumer Reaction to Retail or Promotions for Product X?
    4. The Product Lifecycle Maturity Phase
      1. What Consumer Trends and Preferences Have Emerged Around Product X Use?
      2. What Related Products Do Consumers Show Interest In?
    5. Conclusion
  20. 13 Building Your Research Plan
    1. Developing Your Source List
      1. Identifying Data Sources
      2. Picking the Channels for Analysis
      3. Identifying Search and Source Languages
    2. Nailing Down the Research Methods
      1. Developing a Hypothesis
      2. Time Frame for Analysis
      3. Identifying the Project Team
      4. Determining the Depth of Analysis
      5. Building the Coding Framework
      6. Taking a Sentiment Approach
      7. Filtering Spam and Bots
    3. References
  21. 14 Building Reports that Will Actually Be Useful
    1. Constructing Reports
      1. Building a Report from Back to Front
      2. Formatting Reports
      3. Understanding Your Report Time Frame
    2. Delivering a Report
    3. Understanding Report Use Cases
      1. The Executive-Level Use Case
      2. The Management-Level Use Case
      3. The Analyst-Level Use Case
    4. Building a Central Repository of Information
      1. Command Centers
      2. Web-Based Applications
  22. 15 The Future of Digital Data
    1. Watching How the Digital Analytics Disciplines Evolve
      1. Looking Back at How Social Media Listening Has Evolved
      2. Diving into Search Analytics
      3. Looking into the Audience Analysis Crystal Ball
      4. Forecasting the Content Analysis of the Future
      5. Understanding the Influencer Analysis Landscape
    2. Understanding Where Digital Analytics Goes from Here
      1. Bridging the Analytics Talent Gap
      2. Housing Your Customer Data
      3. Continuing Consolidation of Data Sources Just as New Sources of Data Emerge
      4. Dealing with Growing Concerns About Consumer Privacy
      5. Making Social Data Become More Available to Brands
      6. Continuing Struggle by Companies to Get Clean and Accurate Data
      7. Continuing Measurement Challenges for Chief Marketing Officers (CMOs)
      8. Scratching the Surface of Machine Learning and Artificial Intelligence
    3. References
  23. Index