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

by Hemann, Chuck; Burbary, Ken

• ISBN13: 9780789759603
• ISBN10: 0789759608
• eBook ISBN(s): 9780134997766
• Additional ISBN(s): 9780789750303
• Edition: 2nd
• Format: Paperback
• Copyright: 2018-05-09
• Publisher: Que Pub
• More Book Details

Summary

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

Author Biography

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.

Table of Contents

Chapter 1 – The Digital Media landscape
Chapter 2 – Digital Analytics Concepts
Chapter 3 – Tools of the Trade
Chapter 4 – Digital Analysis: Brand
Chapter 5 – Digital Analysis: Audience
Chapter 6 – Digital Analysis: Ecosystem
Chapter 7 – Return on Investment (ROI)
Chapter 8 – Understand Converged Media Influence
Chapter 9 – Develop a Digital Analytics Listening Program
Chapter 10 – Use Listening to Inform Marketing Programs
Chapter 11 - Improve Customer Service
Chapter 12 – Use Listening Data to Anticipate a Crisis 
Chapter 13 - Launch a New Product
Chapter 14 – Build a Research Plan
Chapter 15 – Build Reports that are Actually Useful
Chapter 16 -  The Future of Digital Data