book

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

Name: Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
ISBN: 9780134997797

by Chuck Hemann, Ken Burbary

May 2018

Beginner to intermediate

272 pages

8h 8m

English

Que

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Cover Page
Title Page
Copyright Page
Contents at a Glance
Contents
About This E-Book
Foreword
1 Understanding the Synergetic Digital Ecosystem
The Evolution of the Digital EcosystemData Growth TrendsDigital Media TypesPaid MediaOwned MediaCompetitive IntelligenceClickstream (Web Analytics)Conversion AnalyticsCustom SegmentationVisual OverlaysSocial Media ReportingUser Experience FeedbackReal-Time Site AnalyticsReferences
2 Understanding Digital Analytics Concepts
Starting at the TopApplying a Measurement FrameworkDetermining Your Owned and Earned Social MetricsOwned Social MetricsEarned Social Media MetricsDemystifying Web DataDigital Advertising ConceptsSearching for the Right MetricsPaid SearchOrganic SearchesAligning Digital and Traditional AnalyticsPrimary ResearchTraditional Media MonitoringTraditional CRM DataBringing It All TogetherThe Reporting TimelineThe Reporting TemplateDifferent Strokes for Different Folks
3 Choosing Your Analytics Tools
Evaluating New Marketing TechnologiesOrganizing Your Marketing Technology StackCisco’s Marketing Technology StackIntel’s Marketing Technology StackIdentifying Critical Marketing Technology SolutionsWho Decides Which Tool to Buy?Achieving Adoption of Marketing Technology SolutionsConclusionReferences

4 Digital Analysis: Brand
Benefits of Digital Brand AnalysisBrand Analysis in the Digital AgeBrand ShareShare of Voice Share of Search Share of AudienceBrand AudienceTotal Audience ReachTotal Audience AttentionTotal Audience EngagementBrand and Consumer Alignment The Future of Digital Brand Analysis
5 Digital Analysis: Audience
What Is Audience Analysis?Audience Analysis Use CasesDigital Strategy DevelopmentContent Strategy DevelopmentEngagement StrategySearch Engine OptimizationContent OptimizationUser Experience DesignAudience SegmentationAudience Analysis Tool TypesAdditional Audience Analysis TechniquesConversation TypingEvent Triggers
6 Digital Analysis: Ecosystem
Ecosystem AnalysisEcosystem Analysis OutputsDigital Ecosystem Maps
7 Return on Investment
Defining ROIReturn on Engagement (ROE)Return on InfluenceReturn on ExperienceProperly Tracking ROIUnderstanding the Top-Down Revenue Measurement ApproachesUtilizing Bottom-Up Measurement ModelsThree-Tiered Approach to Measuring Digital Marketing Effectiveness
8 Understanding Digital Influence
Understanding the Reality of Digital InfluenceThe “Tipping Point” PhenomenonThe Community Rules PhenomenonDeveloping a Modern-Day Media ListUsing the Tools of the TradeKloutOther Important Influencer Analysis ToolsDeveloping Your Own Influence ApproachOnline Versus Offline InfluenceUsing the Influencer List
9 How to Use Digital Analytics to Inform Marketing Programs
Understanding the Social Media Landscape AnalysisSearch and Owned AnalysisConducting Media Analysis
10 Improving Customer Service
Customer ExpectationsThe Social Customer Service ConflictUnderstanding the CustomerUnderstanding Customer IntentPersonalizing the Customer ExperienceSocial Customer Service ModelsThe Ad Hoc Stage of Customer ServiceThe Limited Stage of Customer ServiceThe Formal Stage of Customer ServiceDelta Air LinesReferences
11 Using Digital Analytics to Anticipate a Crisis
Developing a Modern-Day Issues Management PlanIdentifying Known IssuesListing the Known IssuesKnowing the Share of Conversation OnlineProfiling Pro and Con InfluencersBriefing and Getting to Know the InfluencersPlacing the Right ContentKnowing the Positive and Negative WordsTagging the Right WordsCrisis Day Monitoring and Ongoing ReportingDealing with the Issue HittingDeveloping Your Content PlanDeveloping Your Reporting Plan and Reporting CadenceReporting Frequency and Contents During a CrisisReporting Frequency and Contents After a CrisisCorrecting the History After a Crisis Is OverEvaluating Your Preliminary ResearchIdentifying Key Third Parties and a Content Syndication Plan
12 Launching a New Product
General Overview of the Product LifecycleThe Product Lifecycle Introduction PhaseWhat Is the Consumer Reaction to Product X?What Are the Consumer Concerns About Product X?What Are the Consumer’s Unmet or Unstated Needs?The Product Lifecycle Growth PhaseWhat Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?Who Are the Influencers in the Product X Conversation?What Is the Consumer Reaction to Retail or Promotions for Product X?The Product Lifecycle Maturity PhaseWhat Consumer Trends and Preferences Have Emerged Around Product X Use?What Related Products Do Consumers Show Interest In?Conclusion
13 Building Your Research Plan
Developing Your Source ListIdentifying Data SourcesPicking the Channels for AnalysisIdentifying Search and Source LanguagesNailing Down the Research MethodsDeveloping a HypothesisTime Frame for AnalysisIdentifying the Project TeamDetermining the Depth of AnalysisBuilding the Coding FrameworkTaking a Sentiment ApproachFiltering Spam and BotsReferences
14 Building Reports that Will Actually Be Useful
Constructing ReportsBuilding a Report from Back to FrontFormatting ReportsUnderstanding Your Report Time FrameDelivering a ReportUnderstanding Report Use CasesThe Executive-Level Use CaseThe Management-Level Use CaseThe Analyst-Level Use CaseBuilding a Central Repository of InformationCommand CentersWeb-Based Applications
15 The Future of Digital Data
Watching How the Digital Analytics Disciplines EvolveLooking Back at How Social Media Listening Has EvolvedDiving into Search AnalyticsLooking into the Audience Analysis Crystal BallForecasting the Content Analysis of the FutureUnderstanding the Influencer Analysis LandscapeUnderstanding Where Digital Analytics Goes from HereBridging the Analytics Talent GapHousing Your Customer DataContinuing Consolidation of Data Sources Just as New Sources of Data EmergeDealing with Growing Concerns About Consumer PrivacyMaking Social Data Become More Available to BrandsContinuing Struggle by Companies to Get Clean and Accurate DataContinuing Measurement Challenges for Chief Marketing Officers (CMOs)Scratching the Surface of Machine Learning and Artificial IntelligenceReferences
Index

Content preview from Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

14 Building Reports that Will Actually Be Useful

In the last several chapters, we have talked at length about the different use cases for digital data. You should now have a better understanding of how that data can be valuable for groups other than public relations and marketing. Remember the maxim that we have reiterated throughout this book: “Knowledge is power.” If you are the person feeding information to product planning, strategic planning, or customer service, then you are at the seat of power within your organization.

Knowing the different applications of digital data is helpful, but unless you have a firm understanding of how to build a research plan (see Chapter 13, “Building Your Research Plan”) and deliver insights, you will be ...

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

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

by Chuck Hemann, Ken Burbary

14

Building Reports that Will Actually Be Useful

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.