Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary.

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Why hasn’t all that data produced a decisive competitive advantage? Quite simply, because it has barely been used. The good news is that your competitors are in the same position. It is undoubtedly challenging, but digital marketing analytics is entirely achievable. It offers extraordinary opportunities, and the data is already available to you.

Chuck Hemann and Ken Burbary show how to break the problem down into manageable parts, address each element systematically, and integrate a smooth process that takes you from data to decision, and from action to measurable results. Define the scope, select the appropriate tools, learn how to listen effectively, identify the right metrics, and extract maximum value from your digital data across areas such as R&D, CRM, and social media marketing.

Key themes include:
— Prioritising effectively, recognising that it is impossible to measure, monitor and analyse everything.
— Using analysis to design customer experiences that genuinely reflect individual needs, expectations, and behaviours.
— Measuring the true ROI of social media in terms of sales, leads, and customer satisfaction.
— Tracking the performance of paid, earned, and owned social media channels.
— Leveraging listening data well beyond PR and marketing, extending into strategic planning, product development, and HR.
— Optimising web and social content in real time.
— Applying advanced tools, processes, and algorithms to measure influence accurately.
— Integrating paid and social data to enhance the value derived from both.
— Combining surveys, focus groups, and offline research for greater synergy.
— Directing new marketing and social media investments where they will generate the highest value.