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

by Hemann, Chuck; Burbary, Ken

• ISBN13: 9780789750303
• ISBN10: 0789750309
• Edition: 1st
• Format: Paperback
• Copyright: 2013-04-15
• Publisher: Que Pub

Summary

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

Author Biography

Chuck Hemann, Director of Analytics for WCG, has spent the last eight years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously VP of Digital Analytics for Edelman Digital and VP of Digital Strategy and Analytics for Ogilvy Public Relations. He has worked with global brands from Intel to General Mills to Pfizer.

 

Ken Burbary, Chief Digital Officer at Interpublic’s Campbell Ewald, has 16 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.

Table of Contents

1. Understanding the Digital Media Landscape

2. Understanding Digital Analytics Concepts

3. Picking the Tools of the Trade

4. Tools: Social Listening

5. Tools: Search Analytics

6. Tools: Audience Analysis

7. Tools: Content Analysis

8. Tools: Engagement Analysis

9. Tools: Influence Analysis

10. Developing Your Social Media Listening Program

11. How to Use Listening to Inform Marketing Programs

12. Using Listening Data to Anticipate a Crisis

13. Building a Smarter Product Development and Strategic Planning Operation

14. Improving Customer Service

15. New Product Launch

16. Formulating Your Research Plan

17. Your First Report Shouldn't Kill People

18. Search Analytics

19. ROI is ROI

20. Creating the Best Practice Scorecard

21. Where Does Digital Influence Analysis Go from Here

22. Social CRM

23. The Future of Digital Data