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

15. Formulating Your Research Plan

Throughout this book, we have dissected all the various tools you can use to gather and analyze social, search, and engagement data. Chapters 4 through 9 deal with everything from picking a social listening provider to understanding the current digital influence toolset. Understanding the available tools, the pros and cons of each, how to pick them, and how to eventually use them is critical.

However, understanding the tool landscape is only one part of the puzzle. Companies of all sizes are also looking to use cases. If a company is to select a tool like Radian6, for example, how can it expect to use it? Similarly, how are other companies utilizing tools like Radian6? In Chapters 11 through 14 we have drilled ...