000			02751nam a2200373 i 4500
001			8443932
003			CaAEU
005			20260512151813.0
006			m o d
007			cr unu||||||||
008			180518s2018 xx a ob 001 0 eng d
020			_a9780789759603
035			_aon1035957567
037			_aCL0500000965 _bSafari Books Online
039			_aexclude
040			_aUMI _beng _erda _epn _cUMI _dAEU
041			_aeng
050		4	_aHF5415.1265
090			_aInternet Access _bAEU
100			_aHemann, Chuck _eauthor _925899
245	1	0	_aDigital marketing analytics _b: making sense of consumer data in a digital world _c/ Chuck Hemann, Ken Burbary.
250			_aSecond edition.
260			_a[Place of publication not identified] : _bPearson Education, _c2018.
300			_axix, 252 pages : _billustrations _c24 cm.
504			_aIncludes bibliographical references and index.
520			_aWhy 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
588			_aDescription based on online resource; title from title page (Safari, viewed May 16, 2018).
650		0	_aInternet marketing _91133
650		0	_aDigital media _99437
650		0	_aSocial media _91729
650		0	_aMarketing _xManagement _99256
700			_aBurbary, Ken _eauthor _925900
942			_2lcc
999			_c5160 _d5160