May 2018
Beginner to intermediate
272 pages
8h 8m
English
book
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
by Chuck Hemann, Ken Burbary
Content preview from Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
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8
Understanding Digital Influence
In this world of converged digital ecosystems and mixed reality, digital influence can inform every step of developing consumer relationships through the purchasing lifecycle unlike ever before. It’s a knowledge accelerator, replicating what consumers would do with friends and family offline. Simply put, digital influence is composed of data points indicating how and why attitudes are formed and decisions are made.
It is gold to CMOs.
We have talked at length through the first seven chapters about the abundance of customer data available to marketers. That data can be used for planning or optimizing campaigns, personalizing content and experiences, or measuring performance. Alternatively, that data can be ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.