Digital Marketing Analytics
Making Sense of Consumer Data in a Digital World| By: | Chuck Hemann; Ken Burbary |
| Publisher: | Pearson Technology Group |
| Print ISBN: | 9780789759603 |
| eText ISBN: | 9780134998657 |
| Edition: | 2 |
| Copyright: | 2018 |
| Format: | Reflowable |
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Distill Maximum Value from Your Digital Data! Do It Now!
Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it — that’s why! The 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, and from action to results.
What you’ll learn:
- Scope your efforts, pick the right tools, and get your metrics right
- Prioritize—because you can’t measure and analyze everything
- Craft experiences that reflect each customer’s needs, expectations, and behaviors
- Measure real digital media ROI: sales, leads, and customer satisfaction
- Track performance across all paid, earned, and owned digital channels
- Leverage digital data for strategic planning, product development, and HR
- Optimize digital content in real time
- Implement advanced tools and algorithms to accurately measure influence
- Use surveys, focus groups, and offline research to enhance digital insights
- Focus new marketing investments where they’ll deliver the most value
- Identify and understand your most important audiences across the digital ecosystem
Praise for the book:
“Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.”
— Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data