02797nam a2200349 a 4500 8441649 CaAEU 20260512150241.0 m o d cr unu 130625s2013 inua o 001 0 eng d 9780789750303 9780133150933 ocn850705700 CL0500000226 Safari Books Online exclude UMI UMI AEU English HF5415.1265 .H46 2013 Hemann, Chuck 25899 Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary. Indianapolis, Ind. : Que, 2013 Includes index. Access restricted to authorized users and institutions. 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. Internet marketing 1133 Digital media 9437 Social media 1729 Branding (Marketing) Management 11418 Burbary, Ken 25900 lcc 0 0 lcc 0 0 TBS TBS 2025-09-16 0 HF5415.1265 HEM 2025-09-16 1 2025-09-16 1 SOON AVAILABLE 4953 4953