Digital Marketing Analytics: Making Sense of Consumer Data in a Digital WorldQue Publishing, 2013 M04 10 - 99998 páginas 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
|
Contenido
1 | |
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 |
353 | |
Otras ediciones - Ver todas
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Chuck Hemann,Ken Burbary Vista previa limitada - 2018 |
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Chuck Hemann,Ken Burbary Vista previa limitada - 2013 |
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Chuck Hemann,Ken Burbary Sin vista previa disponible - 2018 |