book

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

Name: Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World
ISBN: 9780133150933

by Chuck Hemann, Ken Burbary

April 2013

Beginner to intermediate

288 pages

10h 35m

English

Que

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Title Page
Copyright Page
Contents at a Glance
Table of Contents
Foreword
About the Authors
Dedication
Acknowledgments
From ChuckFrom Ken
We Want to Hear from You!
Reader Services

1. Understanding the Digital Media Landscape
Digital Media Types
2. Understanding Digital Analytics Concepts
Starting at the TopDetermining Your Owned and Earned Social MetricsDemystifying Web DataSearching for the Right MetricsAligning Digital and Traditional AnalyticsBringing It All Together
3. Picking the Tools of the Trade
Identifying a Social Media Listening ToolUnderstanding Social Media Engagement SoftwarePurchasing Social Media Engagement ToolsConclusion
4. Tools: Social Media Listening
Social Media Listening EvolutionSocial Media Listening in the Present DayWhat’s Next for Social Media Listening?
5. Tools: Search Analytics
Understanding the Basics of SearchSearch Analytics Use CasesFree Tools for Collecting Insights Through Search DataPaid Tools for Collecting Insights Through Search DataThe BrightEdge SEO PlatformWrapping up Search Analytics
6. Tools: Audience Analysis
What Is Audience Analysis?Audience Analysis Use CasesAudience Analysis Tool TypesAdditional Audience Analysis TechniquesConversation TypingEvent Triggers
7. Tools: Content Analysis
Content AuditsOptimizing Content DistributionAnalyzing Content Consumption
8. Tools: Engagement Analysis
Introducing SMESUsing an SMES Tool for a Small to Medium-Size BusinessUnderstanding the Enterprise SMES LandscapeThe Future of SMES Tools
9. Understanding Digital Influence
Understanding the Reality of Digital InfluenceDeveloping a Modern-Day Media ListUsing the Tools of the TradeOnline Versus Offline InfluenceUsing the Influencer List
10. Developing Your Social Media Listening Program
How Other Companies Are Listening TodayUnderstanding What Listening Can DoImplementing Your Listening Program
11. How to Use Listening to Inform Marketing Programs
Understanding the Conversation AuditIdentifying Online InfluencersConducting Social Brand BenchmarkingConclusion
12. Using Online Data to Anticipate a Crisis
Developing a Modern-Day Issues Management PlanIdentifying Known IssuesCrisis Day Monitoring and Ongoing ReportingCorrecting the History After a Crisis Is Over
13. Improving Customer Service
The Social Customer Service ConflictSocial Customer Service Models
14. Launching a New Product
General Overview of the Product LifecycleThe Product Lifecycle Introduction PhaseThe Product Lifecycle Growth PhaseThe Product Lifecycle Maturity PhaseConclusion
15. Formulating Your Research Plan
Developing Your Source ListNailing Down the Research Methods
16. Making Reports Easy to Understand and Communicate
Constructing ReportsDelivering a ReportUnderstanding Report Use CasesBuilding a Central Repository of Information
17. Search Analysis
Search Analytics for Digital StrategySearch Analytics for Content Strategy and PlanningSearch Analytics for Paid Advertising
18. ROI = Return on Investment
Defining ROIProperly Tracking ROI
19. Creating the Best-Practice Measurement Scorecard
Understanding Measurement FundamentalsDeveloping Your Measurement Reporting Cadence
20. Mobile Analytics: How Mobile Is Different than Other Digital Channels
Understanding the Current Mobile Market LandscapeIdentifying What Is Next for Mobile MarketingThe Current State of Measuring Mobile Marketing ActivitiesThe Future State of Measuring Mobile Marketing Activities
21. Social CRM
Defining Social CRMRolling Out a Social CRM InitiativeIdentifying a Social CRM SolutionAnalyzing the Future of Social CRM
22. The Future of Digital Data: Business Intelligence
Watching How the Digital Analytics Disciplines EvolveUnderstanding Where Digital Analytics Goes from Here
Index

Content preview from 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 ...

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

by Chuck Hemann, Ken Burbary

11. How to Use Listening to Inform Marketing Programs

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.