000			02797nam a2200349 a 4500
001			8441649
003			CaAEU
005			20260512150241.0
006			m o d
007			cr unu
008			130625s2013 inua o 001 0 eng d
020			_z9780789750303
020			_a9780133150933
035			_aocn850705700
037			_aCL0500000226 _bSafari Books Online
039			_aexclude
040			_aUMI _cUMI _dAEU
041			_aEnglish
050		4	_aHF5415.1265 _b.H46 2013
100			_aHemann, Chuck _925899
245	1	0	_aDigital marketing analytics _b: making sense of consumer data in a digital world _c/ Chuck Hemann, Ken Burbary.
260			_aIndianapolis, Ind. : _bQue, _c2013
500			_aIncludes index.
506			_aAccess restricted to authorized users and institutions.
520			_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.
650		0	_aInternet marketing _91133
650		0	_aDigital media _99437
650		0	_aSocial media _91729
650		0	_aBranding (Marketing) _xManagement _911418
700			_aBurbary, Ken _925900
942			_2lcc
999			_c4953 _d4953