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

By:

Hemann, Chuck [author]

Contributor(s):

Burbary, Ken [author]

Material type: Text

TextLanguage: English Publication details: [Place of publication not identified] : Pearson Education, 2018.Edition: Second editionDescription: xix, 252 pages : illustrations 24 cmISBN:

9780789759603

Subject(s):

LOC classification:

HF5415.1265

Summary: Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize―because you can’t measure and analyze everything; Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors; Measure real digital media ROI: sales, leads, and customer satisfaction; Track the performance of all paid, earned, and owned digital channels; Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR; Start optimizing digital content in real time; Implement advanced tools, processes, and algorithms for accurately measuring influence; Make the most of surveys, focus groups, and offline research synergies; Focus new marketing investments where they’ll deliver the most value; Identify and understand your most important audiences across the digital ecosystem

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.1265 HEM (Browse shelf(Opens below))	1	Available		B05674

Includes bibliographical references and index.

Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing!
Prioritize―because you can’t measure and analyze everything;
Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors;
Measure real digital media ROI: sales, leads, and customer satisfaction;
Track the performance of all paid, earned, and owned digital channels;
Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR;
Start optimizing digital content in real time;
Implement advanced tools, processes, and algorithms for accurately measuring influence;
Make the most of surveys, focus groups, and offline research synergies;
Focus new marketing investments where they’ll deliver the most value; Identify and understand your most important audiences across the digital ecosystem

Description based on online resource; title from title page (Safari, viewed May 16, 2018).