02751nam a2200373 i 4500 8443932 CaAEU 20260512151813.0 m o d cr unu|||||||| 180518s2018 xx a ob 001 0 eng d 9780789759603 on1035957567 CL0500000965 Safari Books Online exclude UMI eng rda pn UMI AEU eng HF5415.1265 Internet Access AEU Hemann, Chuck author 25899 Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary. Second edition. [Place of publication not identified] : Pearson Education, 2018. xix, 252 pages : illustrations 24 cm. 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). Internet marketing 1133 Digital media 9437 Social media 1729 Marketing Management 9256 Burbary, Ken author 25900 lcc 0 0 lcc 0 0 TBS TBS 2025-11-10 0 HF5415.1265 HEM B05674 2025-11-10 1 2025-11-10 1 5160 5160