000			03563cam a22003974i 4500
001			870164342
003			OCoLC
005			20190729105155.0
008			140207s2013 inua 001 0 eng d
020			_a0789750309
020			_a9780789750303
035			_a(OCoLC)870164342
040			_aMJO _beng _erda _cMJO
049			_aEY8Z
050		4	_aHF 5415.1265 _b.H46 2013
100	1		_aHemann, Chuck,
245	1	0	_aDigital Marketing Analytics : _bMaking Sense of Consumer Data in a Digital World / _cChuck Hemann, Ken Burbary.
246	3	0	_aMaking Sense of Consumer Data in a Digital World.
264		1	_aIndianapolis, Indiana : _bQue, _ccopyright 2013.
300			_axvii, 364 pages : _billustrations ; _c23 cm.
336			_atext _btxt _2rdacontent.
337			_aunmediated _bn _2rdamedia.
338			_avolume _bnc _2rdacarrier.
500			_aIncludes index.
505	0		_aUnderstanding the Digital Media Landscape -- Understanding Digital Analytics Concepts -- Picking the Tools of the Trade -- Tools: Social Media Listening -- Tools: Search Analytics -- Tools: Audience Analysis -- Tools: Content Analysis -- Tools: Engagement Analysis -- Understanding Digital Influence -- Developing Your Social Media Listening Program -- How to Use Listening to Inform Marketing Programs -- Using Online Data to Anticipate a Crisis -- Improving Customer Service -- Launching a New Product -- Formulating Your Research Plan -- Making Reports Easy to Understand and Communicate -- Search Analysis -- ROI = Return on Investment -- Creating the Best-Practice Measurement Scorecard -- Mobile Analytics: How Mobile Is Different than Other Digital Channels -- Social CRM -- The Future of Digital Data: Business Intelligence.
520			_a"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 CRM to social media marketing! Prioritize--because you can't measure, listen to, and analyze everything; use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors; measure real social media ROI: sales, leads, and customer satisfaction; track the performance of all paid, earned, and owned social media channels; leverage "listening data" way beyond PR and marketing: for strategic planning, product development, and HR; start optimizing web and social content in real time; implement advanced tools, processes, and algorithms for accurately measuring influence; integrate paid and social data to drive more value from both; make the most of surveys, focus groups, and offline research synergies; and focus new marketing and social media investments where they'll deliver the most value." -- Publisher's description.
650		0	_aInternet marketing.
650		0	_aDigital media.
650		0	_aSocial media.
650		0	_aMarketing _xManagement.
700	1		_aBurbary, Ken,
948			_au366879
949			_aHF 5415.1265 .H46 2013 _wLC _c1 _hEY8Z _i33039001303436
596			_a1
903			_a25493
999			_c25493 _d25493