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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd Edition

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  • Copyright 2018
  • Pages: 272
  • Edition: 2nd
  • eBook (Watermarked)
  • ISBN-10: 0-13-499778-6
  • ISBN-13: 978-0-13-499778-0

Distill Maximum Value 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 customer service to social media marketing!

  • Prioritize—because you can’t measure and analyze everything
  • Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors
  • Measure real digital media ROI: sales, leads, and customer satisfaction
  • Track the performance of all paid, earned, and owned digital channels
  • Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR
  • Start optimizing digital content in real time
  • Implement advanced tools, processes, and algorithms for accurately measuring influence
  • Make the most of surveys, focus groups, and offline research synergies
  • Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem
“Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.”
Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

Sample Content

Table of Contents

Foreword    xiv
Chapter 1  Understanding the Synergetic Digital Ecosystem    1
The Evolution of the Digital Ecosystem    2
Data Growth Trends    3
Digital Media Types    4
   Paid Media    6
   Owned Media    9
Competitive Intelligence    10
Clickstream (Web Analytics)    11
Conversion Analytics    12
Custom Segmentation    13
Visual Overlays    13
Social Media Reporting    13
User Experience Feedback    15
Real-Time Site Analytics    15
Chapter 2  Understanding Digital Analytics Concepts    17
Starting at the Top    18
Applying a Measurement Framework    19
Determining Your Owned and Earned Social Metrics    20
Demystifying Web Data    32
Digital Advertising Concepts    34
Searching for the Right Metrics    35
   Paid Search    36
   Organic Searches    37
Aligning Digital and Traditional Analytics    38
Primary Research    39
Traditional Media Monitoring    40
Traditional CRM Data    40
Bringing It All Together    41
   The Reporting Timeline    41
   The Reporting Template    41
Chapter 3  Choosing Your Analytics Tools    43
Evaluating New Marketing Technologies    44
Organizing Your Marketing Technology Stack    47
   Cisco’s Marketing Technology Stack    48
   Intel’s Marketing Technology Stack    49
Identifying Critical Marketing Technology Solutions    51
Who Decides Which Tool to Buy?    54
Achieving Adoption of Marketing Technology Solutions    54
Chapter 4  Digital Analysis: Brand    59
Benefits of Digital Brand Analysis    60
Brand Analysis in the Digital Age    61
Brand Share    62
Brand Audience    68
Brand and Consumer Alignment    71
The Future of Digital Brand Analysis    73
Chapter 5  Digital Analysis: Audience    75
What Is Audience Analysis?    78
Audience Analysis Use Cases    80
   Digital Strategy Development    80
   Content Strategy Development    81
   Engagement Strategy    81
   Search Engine Optimization    82
   Content Optimization    82
   User Experience Design    82
   Audience Segmentation    83
Audience Analysis Tool Types    83
Additional Audience Analysis Techniques    89
Conversation Typing    90
Event Triggers    92
Chapter 6  Digital Analysis: Ecosystem    93
Ecosystem Analysis    94
Ecosystem Analysis Outputs    97
Digital Ecosystem Maps    98
Chapter 7  Return on Investment    99
Defining ROI    100
   Return on Engagement (ROE)    101
   Return on Influence    102
   Return on Experience    104
Properly Tracking ROI    105
   Understanding the Top-Down Revenue Measurement Approaches    106
   Utilizing Bottom-Up Measurement Models    108
Three-Tiered Approach to Measuring Digital Marketing Effectiveness    112
Chapter 8  Understanding Digital Influence    115
Understanding the Reality of Digital Influence    117
   The “Tipping Point” Phenomenon    117
   The Community Rules Phenomenon    118
Developing a Modern-Day Media List    119
Using the Tools of the Trade    121
   Klout    122
   Other Important Influencer Analysis Tools    124
   Developing Your Own Influence Approach    126
Online Versus Offline Influence    127
Using the Influencer List    128
Chapter 9  How to Use Digital Analytics to Inform Marketing Programs    131
Understanding the Social Media Landscape Analysis    133
Search and Owned Analysis    139
Conducting Media Analysis    141
Chapter 10  Improving Customer Service    145
Customer Expectations    146
The Social Customer Service Conflict    148
   Understanding the Customer    151
   Understanding Customer Intent    152
   Personalizing the Customer Experience    152
Social Customer Service Models    153
   The Ad Hoc Stage of Customer Service    153
   The Limited Stage of Customer Service    153
   The Formal Stage of Customer Service    153
   Delta Air Lines    154
Chapter 11  Using Digital Analytics to Anticipate a Crisis    157
Developing a Modern-Day Issues Management Plan    158
Identifying Known Issues    160
   Listing the Known Issues    160
   Knowing the Share of Conversation Online    161
   Profiling Pro and Con Influencers    163
   Briefing and Getting to Know the Influencers    163
   Placing the Right Content    163
   Knowing the Positive and Negative Words    164
   Tagging the Right Words    165
Crisis Day Monitoring and Ongoing Reporting    166
   Dealing with the Issue Hitting    166
   Developing Your Content Plan    167
   Developing Your Reporting Plan and Reporting Cadence    168
   Reporting Frequency and Contents During a Crisis    169
   Reporting Frequency and Contents After a Crisis    169
Correcting the History After a Crisis Is Over    171
   Evaluating Your Preliminary Research    171
   Identifying Key Third Parties and a Content Syndication Plan    172
Chapter 12  Launching a New Product    173
General Overview of the Product Lifecycle    174
The Product Lifecycle Introduction Phase    176
   What Is the Consumer Reaction to Product X?    178
   What Are the Consumer Concerns About Product X?    179
   What Are the Consumer’s Unmet or Unstated Needs?    179
The Product Lifecycle Growth Phase    180
   What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?    181
   Who Are the Influencers in the Product X Conversation?    182
   What Is the Consumer Reaction to Retail or Promotions for Product X?    183
The Product Lifecycle Maturity Phase    184
   What Consumer Trends and Preferences Have Emerged Around Product X Use?    186
   What Related Products Do Consumers Show Interest In?    186
Chapter 13  Building Your Research Plan    189
Developing Your Source List    190
   Identifying Data Sources    191
   Picking the Channels for Analysis    193
   Identifying Search and Source Languages    195
Nailing Down the Research Methods    196
   Developing a Hypothesis    197
   Time Frame for Analysis    199
   Identifying the Project Team    200
   Determining the Depth of Analysis    201
   Building the Coding Framework    202
   Taking a Sentiment Approach    203
   Filtering Spam and Bots    204
Chapter 14  Building Reports that Will Actually Be Useful    207
Constructing Reports    208
Delivering a Report    215
Understanding Report Use Cases    216
   The Executive-Level Use Case    217
   The Management-Level Use Case    218
   The Analyst-Level Use Case    219
Building a Central Repository of Information    220
   Command Centers    221
   Web-Based Applications    222
Chapter 15  The Future of Digital Data    223
Watching How the Digital Analytics Disciplines Evolve    225
   Looking Back at How Social Media Listening Has Evolved    226
   Diving into Search Analytics    228
   Looking into the Audience Analysis Crystal Ball    228
   Forecasting the Content Analysis of the Future    229
   Understanding the Influencer Analysis Landscape    230
Understanding Where Digital Analytics Goes from Here    231
   Bridging the Analytics Talent Gap    232
   Housing Your Customer Data    234
   Continuing Consolidation of Data Sources Just as New Sources of Data Emerge    235
   Dealing with Growing Concerns About Consumer Privacy    236
   Making Social Data Become More Available to Brands    237
   Continuing Struggle by Companies to Get Clean and Accurate Data    237
   Continuing Measurement Challenges for Chief Marketing Officers (CMOs)    238
   Scratching the Surface of Machine Learning and Artificial Intelligence    238
Index    243


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