Building Your Research Plan

Throughout this book, we have dissected many of the various tools you can use to gather and analyze digital data for the betterment of your marketing or communications programs. In Chapter 3, we dissected the tool landscape, gave you a framework to use in order to ensure you pick the right tools for your organization, and outlined how we thought the market would continue to evolve. Having access to the right tools enables you to build better campaigns, optimize more effectively, and truly understand performance. However, understanding a crowded and ever-growing 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 social analytics tool ...

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