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

Author: CHUCK HEMANN – KEN BURBARY

Publisher: Library of Congress Cataloging-in-Publication

Language: English

Genre: Marketing book

Pages: 385 Pages

ISBN: 978-0-7897-5030-3

CONTENTS AT A GLANCE

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

Understanding 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
Index Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World pdf

Table of Contents

Dedication

This book is dedicated to my mom, grandmother, and grandfather. Without their consistent encouragement and guidance, I would not be where I am today. There is not a day when I am not thankful for everything you have done for me.

Chuck

This book is dedicated to my family. They gave me the inspiration to embark on this journey and provided much support, encouragement, and understanding throughout the process. I would not have been able to do this without their love.

Ken

About the Authors

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.

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

Warning and Disclaimer Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The information provided is on an “as is” basis. The authors and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book or from the use of the programs accompanying it.