Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

by Chuck Hemann, Ken Burbary, Scott Monty (Foreword)

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!
 
* Prioritize--because you can't measure, listen to, and analyze everything
* Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors
* 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 optimizing web and social content in real time
* Implement advanced tools, processes, and algorithms for accurately measuring influence
* Integrate paid and social data to drive more value from both
* 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
 
Foreword by Scott Monty
Global Head of Social Media, Ford Motor Company

Genres: Business, Nonfiction

364 pages, Paperback

First published March 28, 2013

Reviews

[Liza Butcher · Rating 5 out of 5]

I work as a Communications Specialist for a non-profit and this book has been amazingly helpful! After just a few days with this book, I was able to better understand what analytics are most critical to track, and how to conduct and interpret a social media audit to improve community management.

As I read this book, I became more and more excited about analytics and measurement, and found the step-by-step approaches to measurement clear and easy to comprehend.

I appreciated the authors specific reviews and guidance on individual software platforms. But most of all, this book provided me will a ton of information about digital analytics making my analytics job more exciting and efficient.

Thank you Chuck Hemann (Author), and Ken Burbary (Author) for writing this terrific book!!

[Pratik Sinha · Rating 4 out of 5]

The authors' expertise in digital analytics and their specific reviews and advice on various software platforms were particularly helpful. It's always inspiring to find resources that not only inform but also excite us about our work.

[Faezebhz · Rating 2 out of 5]

Too much explain

[Sandra Rs · Rating 4 out of 5]

This book is quite basic, yet gives you very concrete tools & approaches to be used for marketing planning, research & performance tracking. Real-world examples are not deep, however, your case will be unique to industry / market you’re operating in, so I would anyway suggest to focus more on proposed tools, rather than cases.
Targeted more at mid-level MRCI people or Media managers, rather than Marketing managers, yet useful for the latter for understanding general basics, especially if digital analytics is something yet to be established in your company.

[Adam Pedowitz · Rating 5 out of 5]

A really great primer on digital analytics for the marketers who know their world is changing. The information and models are easily digestible - in other words, you don't have to be a statistician or major in probability theory to understand this book. Looking forward to what these authors produce next. [disclosure: author Chuck Hemann is a friend and colleague - but if I didn't like his book, I just wouldn't have written anything]

[Xuejin Chuang · Rating 4 out of 5]

A good introduction to marketing analytics where almost every aspect of marketing metrics is covered. From social, influencers to web and content metrics, the author has provided a thorough yet structured overview marketing analytics.

Recommended for digital marketers, content strategist or product managers.

[Glenn Schmelzle · Rating 4 out of 5]

Three threads run through this book: social media/audience, content & search analytics. The book has value even if you only specialize in one of those. I imagine that the second edition, out in 2018, makes substantial changes to the tools listed in this earlier edition

[Jawaad Khan · Rating 3 out of 5]

This was a textbook for my Digital Media Metrics class and it was a really valuable supplement that broke down the details of digital analytics. It takes you through the current landscape, what specific tools are out there and how to utilize them based on principles and goals, and it gives you practical approaches to getting started.

If you're new to digital media, or your business hasn't dived into it yet, this book is a great starting point.

{My Amazon Review}