02903nam a2200361 a 45000010008000000030006000080050017000140060019000310070007000500080041000570200018000980200018001160350017001340370038001510390012001890400018002010410012002190500027002311000025002582450115002832600037003985000020004355060060004555201750005156500029022656500024022946500023023186500045023417000024023869420008024109520108024189990015025268441649CaAEU20260512150241.0m     o  d        cr unu130625s2013    inua    o     001 0 eng d  z9780789750303  a9780133150933  aocn850705700  aCL0500000226bSafari Books Online  aexclude  aUMIcUMIdAEU  aEnglish 4aHF5415.1265b.H46 2013  aHemann, Chuck92589910aDigital marketing analyticsb: making sense of consumer data in a digital world c/ Chuck Hemann, Ken Burbary.  aIndianapolis, Ind. :bQue,c2013  aIncludes index.  aAccess restricted to authorized users and institutions.  aWhy 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. 0aInternet marketing91133 0aDigital media99437 0aSocial media91729 0aBranding (Marketing) xManagement911418  aBurbary, Ken925900  2lcc  00102lcc4070aTBSbTBSd2025-09-16l0oHF5415.1265 HEMr2025-09-16t1w2025-09-16y1zSOON AVAILABLE  c4953d4953