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Digital marketing analytics : making sense of consumer data in a digital world

Author: Chuck Hemann; Ken Burbary
Publisher: [New York] : Pearson Education, Inc., [2018]. ©2018.
Edition/Format:   Print book : English : Second editionView all editions and formats
Summary:
"Distil 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  Read more...
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Document Type: Book
All Authors / Contributors: Chuck Hemann; Ken Burbary
ISBN: 0789759608 9780789759603
OCLC Number: 1008877490
Description: xix, 252 pages : illustrations, map ; 23 cm.
Contents: Understanding the synergetic digital ecosystem --
Understanding digital analytics concepts --
Choosing your analytics tools --
Digital analysis : brand --
Digital analysis : audience --
Digital analysis : ecosystem --
Return on investment --
Understanding digital influence --
How to use digital analytics to inform marketing programs --
Improving customer service --
Using digital analytics to anticipate a crisis --
Launching a new product --
Building your research plan --
Building reports that will actually be useful --
The future of digital data.
Responsibility: Chuck Hemann, Ken Burbary ; [foreword by Jeremiah Owyang].

Abstract:

"Distil 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 distil 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 analyse everything Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviours 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."

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"The first edition of this book set the bar for brands and agencies looking to understand how to analyze the impact of digital marketing. What is remarkable is that it hasn't needed a new edition Read more...

 
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