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

ISBN-10: 0789750309

ISBN-13: 9780789750303

Edition: 2013

Authors: Chuck Hemann, Ken Burbary

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Today, most organizations are gathering enormous amounts of digital data, from more sources than ever before. The challenge is to transform that data into actionable, profitable knowledge. It's difficult, but absolutely doable -- and the rewards are enormous. Now, world-class digital marketing analytics experts Chuck Hemann and Ken Burbary 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. Combining hands-on tutorial with high-level strategic insight, they help you: * Set priorities* Choose tools, implement them, and make them useful to the entire organization* Use analysis to craft experiences that reflect each customer's needs, expectations, and behaviors* Measure real social media ROI: sales, leads, satisfaction* Track all paid, earned, and owned social media channels* Establish forward-looking market intelligence that benefits the entire business* Leverage "listening data" for strategic planning, R and D, and HR* Use customer support data from new channels to improve existing customer care systems* Start optimizing web/social content in real time* Accurately measure influence* Make the most of surveys, focus groups, and offline research synergies* Introduce strong measurement fundamentals on new platforms* Focus new investments where they deliver the most value* Build a case for expanding digital activities in digital-averse organizations* And much more 
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Book details

List price: $39.99
Copyright year: 2013
Publisher: Pearson Education
Publication date: 4/15/2013
Binding: Paperback
Pages: 288
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.122
Language: English

Understanding the Digital Media Landscape
Digital Media Types
Paid Media
Owned Media
Understanding Digital Analytics Concepts
Starting at the Top
Determining Your Owned and Earned Social Metrics
Owned Social Metrics
Earned Social Media Metrics
Demystifying Web Data
Searching for the Right Metrics
Paid Searches
Organic Searches
Aligning Digital and Traditional Analytics
Primary Research
Traditional Media Monitoring
Traditional CRM Data
Bringing It All Together
The Reporting Time Line
The Reporting Template
Different Strokes for Different Folks
Picking the Tools of the Trade
Identifying a Social Media Listening Tool
Data Capture
Spam Prevention
Integration with Other Data Sources
Mobile Capability
API Access
Consistent User Interface
Workflow Functionality
Historical Data
Understanding Social Media Engagement Software
Easy-to-Navigate User Interface
Robust Analytics Dashboards
Beware of the Black Box Algorithm
CRM Hooks
Social Governance
Monitoring Platform Integration
Purchasing Social Media Engagement Tools
Who Decides Which Tool to Buy?
Which Tools Should You Evaluate?
How Do You Manage Growth?
How do you Establish a Long-Term Partnership with Your Listening Provider?
Tools: Social Media Listening
Social Media Listening Evolution
Social Media Listening in the Present Day
Understanding Sysomos
Radian6's Effect on the Marketing Community
The Best of the Rest
International Listening: The New Frontier
What's Next for Social Media Listening?
Tools: Search Analytics
Understanding the Basics of Search
Search Analytics Use Cases
Free Tools for Collecting Insights Through Search Data
Google Trends
YouTube Trends
The Google AdWords Keyword Tool
Yahoo! Clues
Paid Tools for Collecting Insights Through Search Data
The BrightEdge SEO Platform
Wrapping up Search Analytics
Tools: Audience Analysis
What Is Audience Analysis?
Audience Analysis Use Cases
Digital Strategy
Content Strategy
Engagement Strategy
Search Engine Optimization
Content Optimization
User Experience Design
Audience Segmentation
Audience Analysis Tool Types
Additional Audience Analysis Techniques
Conversation Typing
Event Triggers
Tools: Content Analysis
Content Audits
Content Audit Checklist
Real-Time Analytics
Optimizing Content Distribution
Analyzing Content Consumption
Learning Agendas
Classifying Results for Content Analysis
Tools: Engagement Analysis
Introducing SMES
Using Robust Analytics Dashboards
Scheduling Content
Posting to All Major Social Media Networks
Uploading Multimedia Content
Geo-Targeting Posts
Post Tagging
Using an SMES Tool for a Small to Medium-Size Business
Argyle Social
Understanding the Enterprise SMES Landscape
Buddy Media
The Future of SMES Tools
Understanding Digital Influence
Understanding the Reality of Digital Influence
The "Tipping Point" Phenomenon
The Community Rules Phenomenon
Developing a Modern-Day Media List
Using the Tools of the Trade
Online Versus Offline Influence
Using the Influencer List
Developing Your Social Media Listening Program
How Other Companies Are Listening Today
Using Listening Data for Program Planning
Utilizing Listening Data for Ongoing, Proactive Communications
Understanding What Listening Can Do
Real-Time Content Development
Developing Better Relationships with Customers
Gaining Product Knowledge Through Listening
Marketing Through Conversation
Gathering Business Intelligence
Implementing Your Listening Program
Sharpening Your Listening Weapon
Developing Your Training Program
Setting Up a Reporting Template
Responding to Online Conversations
How to Use Listening to Inform Marketing Programs
Understanding the Conversation Audit
Scoping the Conversation Audit
Elements of a Conversation Audit
Fitting the Conversation Audit into the Program Planning Continuum
Identifying Online Influencers
Conducting Social Brand Benchmarking
Using Online Data to Anticipate a Crisis
Developing a Modern-Day Issues Management Plan
Identifying Known Issues
Listing the Known Issues
Knowing the Share of Conversation Online
Knowing Profile Pro and Con Influencers
Briefing and Getting to Know the Influencers
Placing the Right Content
Knowing the Positive and Negative Words
Tagging the Right Words
Crisis Day Monitoring and Ongoing Reporting
Dealing with the Issue Hitting
Developing Your Content Plan
Developing Your Reporting Plan and Reporting Cadence
Correcting the History After a Crisis Is Over
Evaluating Your Preliminary Research
Identifying Key Third Parties and a Content
Syndication Plan
Improving Customer Service
The Social Customer Service Conflict
Understanding the Customer
Understanding Customer Intent
Personalizing the Customer Experience
Social Customer Service Models
The Ad Hoc Stage of Customer Service
The Limited Stage of Customer Service
The Formal Stage of Customer Service
Delta Air Lines
Launching a New Product
General Overview of the Product Lifecycle
The Product Lifecycle Introduction Phase
What Is the Consumer Reaction to Product X?
What Are the Consumer Concerns About Product X?
What Are the Consumer's Unmet Needs?
The Product Lifecycle Growth Phase
What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?
Who Are the Influencers in the Product X Conversation?
What Is the Consumer Reaction to Retail/Promotions for Product X?
The Product Lifecycle Maturity Phase
What Consumer Trends and Preferences Have Emerged Around Product X Use?
What Related Products Do Consumers Show Interest In?
Formulating Your Research Plan
Developing Your Source List
Identifying Data Sources
Picking the Channels for Analysis
Identifying Search and Source Languages
Nailing Down the Research Methods
Developing a Hypothesis
Time Frame for Analysis
Identifying the Project Team
Determining the Depth of Analysis
Building the Coding Framework
Taking a Sentiment Approach
Filtering Spam and Bots
Making Reports Easy to Understand and Communicate
Constructing Reports
Building a Report from Back to Front
Ensuring That You Have a Reasonable Hypothesis
Focusing on the Five Ws
Formatting Reports
Understanding Your Report Time Frame
Delivering a Report
Understanding Report Use Cases
The Executive-Level Use Case
The Management-Level Use Case
The Analyst-Level Use Case
Building a Central Repository of Information
Command Centers
Web-Based Applications
Search Analysis
Search Analytics for Digital Strategy
Search Analytics for Content Strategy and Planning
Search Analytics for Paid Advertising
ROI = Return on Investment
Defining ROI
Return on Engagement (ROE)
Return on Influence
Return on Experience
Properly Tracking ROI
Understanding the Top-Down Revenue Measurement Approaches
Utilizing Bottom-Up Measurement Models
Creating the Best-Practice Measurement Scorecard
Understanding Measurement Fundamentals
Conducting Benchmark Research
Strategy Development
Tactical Elements
Measurement Practices
Developing Your Measurement Reporting Cadence
Annual Reporting
Quarterly Reporting
Monthly Reporting
Daily/Hourly Reporting
Mobile Analytics: How Mobile Is Different than Other Digital Channels
Understanding the Current Mobile Market Landscape
Growth in Smartphone Adoption
The Battle Between iOS and Android
The Explosion of Global Mobile Web Traffic
The Introduction of Mobile Advertising
Identifying What Is Next for Mobile Marketing
Increased Use of Apple Passbook
Improvements in Facebook's Mobile Functionality
Expansion of Location-Based Technologies
Increased Strength of Mobile Measurement
The Current State of Measuring Mobile
Marketing Activities
Mobile Device Reporting
Audience/Visitor Metrics
Mobile App Performance
The Future State of Measuring Mobile Marketing Activities
Social CRM
Defining Social CRM
Rolling Out a Social CRM Initiative
Identifying a Social CRM Solution
Batchbook from BatchBlue
The Jive Social Business Platform
The Lithium Social Customer Suite
The Meltwater Buzz Engage Module
Analyzing the Future of Social CRM
The Future of Digital Data: Business Intelligence
Watching How the Digital Analytics Disciplines Evolve
Predicting the Future of Social Media Listening
Diving into Search Analytics
Looking into the Audience Analysis Crystal Ball
Forecasting the Content Analysis of the Future
Extrapolating the Path of Engagement Analytics
Knowing the Influencer Analysis Landscape
Understanding Where Digital Analytics Goes from Here
Bridging the Analytics Talent Gap
Housing Your Customer Data
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