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

11. How to Use Listening to Inform Marketing Programs

In this book, we have talked at length about basic digital analytics concepts, the tools of the digital analytics trade, and how to begin developing a social media listening program. After reading the first nine chapters, your brain was probably swimming with potential opportunities to use the data to inform your communications programs. It is why Chapter 10, “Developing Your Social Media Listening Program,” offers some initial thoughts on how to develop a social listening program. It is also why the next several chapters (Chapters 11 through 14) dig into the various use cases for social and digital data. The possibilities for the data are endless, especially as the tools themselves evolve ...