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

5. Tools: Search Analytics

Social listening can be incredibly useful in mining social data for opportunities, but the volume of data and potential opportunity pales in comparison to ones that lie in search. More specifically, search analytics can aid you in understanding how to best be discovered, both naturally through organic search, but also through paid search (advertising) opportunities. Discovery has never been more important than it is today. As discussed in Chapter 1, “Understanding the Digital Media Landscape,” there has been an explosion of content and data, and there’s a lot of activity as consumers interact with the content. In addition, historically well-defined boundaries between search, advertising, and branding have blurred. ...