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

About

Features

• 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

Description

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

Sample Content

Online Sample Chapter

The Concepts of Digital Marketing Analytics

Table of Contents

• Chapter 1 Understanding the Synergetic Digital Ecosystem
• Chapter 2 Understanding Digital Analytics Concepts
• Chapter 3 Choosing Your Analytics Tools
• Chapter 4 Digital Analysis: Brand
• Chapter 5 Digital Analysis: Audience
• Chapter 6 Digital Analysis: Ecosystem
• Chapter 7 Return on Investment
• Chapter 8 Understanding Digital Influence
• Chapter 9 How to Use Digital Analytics to Inform Marketing Programs
• Chapter 10 Improving Customer Service
• Chapter 11 Using Digital Analytics to Anticipate a Crisis
• Chapter 12 Launching a New Product
• Chapter 13 Building Your Research Plan
• Chapter 14 Building Reports that Will Actually Be Useful
• Chapter 15 The Future of Digital Data

Updates

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