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

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Que Publishing, Apr 10, 2013 - Business & Economics - 99998 pages

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

 

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Contents

1 Understanding the Digital Media Landscape
1
2 Understanding Digital Analytics Concepts
13
3 Picking the Tools of the Trade
31
Social Media Listening
45
Search Analytics
65
Audience Analysis
85
Content Analysis
97
Engagement Analysis
113
13 Improving Customer Service
203
14 Launching a New Product
217
15 Formulating Your Research Plan
233
16 Making Reports Easy to Understand and Communicate
247
17 Search Analysis
265
18 ROI Return on Investment
275
19 Creating the BestPractice Measurement Scorecard
289
How Mobile Is Different than Other Digital Channels
305

9 Understanding Digital Influence
135
10 Developing Your Social Media Listening Program
155
11 How to Use Listening to Inform Marketing Programs
171
12 Using Online Data to Anticipate a Crisis
187
21 Social CRM
323
Business Intelligence
337
Index
353
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About the author (2013)

Chuck Hemann, Director of Analytics for WCG, has spent the last eight years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously VP of Digital Analytics for Edelman Digital and VP of Digital Strategy and Analytics for Ogilvy Public Relations. He has worked with global brands from Intel to General Mills to Pfizer.

Ken Burbary, Chief Digital Officer at Interpublic’s Campbell Ewald, has 16 years of online marketing and advertising experience, including a deep background in digital and social media. He served as VP—Group Director, Strategy and Analysis at Digitas, working with global brands from American Express and Bank of America to P&G and GM.

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