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

2. Auflage 2018
ISBN: 978-0-7897-5960-3
Verlag: Pearson International

Buch, Englisch, 272 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 399 g

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

Autoren/Hrsg.

Hemann, Chuck

Burbary, Ken

Inhaltsverzeichnis

• 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

Über Autor(innen)

Chuck Hemann , Managing Director of Analytics/Head of Digital Analytics for W2O, has spent the past 14 years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously Global Director of Digital and Paid Media Analytics at Intel Corporation. He has worked with global brands from Intel to P&G to Verizon.

Ken Burbary , Consultant and Digital Marketing Professor at Cornell Johnson Graduate School of Management, has 20+ 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.