PublishedQue, May 2018 |
ISBN9780789759603 |
FormatSoftcover, 272 pages |
Dimensions22.6cm × 15.2cm × 1.8cm |
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 CRM to social media marketing!
Prioritise - because you can't measure, listen to, and analyse everything
Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviours
Measure real social media ROI: sales, leads, and customer satisfaction
Track the performance of all paid, earned, and owned social media channels
Leverage 'listening data' way beyond PR and marketing: for strategic planning, product development, and HR
Start optimising web and social 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 and social media investments where they'll deliver the most value
