Digital Marketing Analytics: Making Sense ...

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Beschreibung

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! 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!

Über den Autor

Chuck Hemann, Managing Director of Analytics/Head of Digital Analytics for W2O, has spent the past 14 years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously Global Director of Digital and Paid Media Analytics at Intel Corporation. He has worked with global brands from Intel to P&G to [...] Burbary, Consultant and Digital Marketing Professor at Cornell Johnson Graduate School of Management, has 20+ years of online marketing and advertising experience, including a deep background in digital and social media. He served as VP - Group Director, Strategy and Analysis at Digitas, working with global brands from American Express and Bank of America to P&G and GM.

Inhaltsverzeichnis

Chapter 1 Understanding the Synergetic Digital Ecosystem
Chapter 2 Understanding Digital Analytics Concepts
Chapter 3 Choosing Your Analytics Tools
Chapter 4 Digital Analysis: Brand
Chapter 5 Digital Analysis: Audience
Chapter 6 Digital Analysis: Ecosystem
Chapter 7 Return on Investment
Chapter 8 Understanding Digital Influence
Chapter 9 How to Use Digital Analytics to Inform Marketing Programs
Chapter 10 Improving Customer Service
Chapter 11 Using Digital Analytics to Anticipate a Crisis
Chapter 12 Launching a New Product
Chapter 13 Building Your Research Plan
Chapter 14 Building Reports that Will Actually Be Useful
Chapter 15 The Future of Digital Data

Details

Erscheinungsjahr:	2018
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9780789759603
ISBN-10:	0789759608
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Hemann, Chuck Burbary, Ken
Auflage:	2. Auflage
Hersteller:	Pearson International
Verantwortliche Person für die EU:	Financial Times Prent., St.-Martin-Str. 82, D-81541 München, salesde@pearson.com
Maße:	229 x 152 x 15 mm
Von/Mit:	Chuck Hemann (u. a.)
Erscheinungsdatum:	09.05.2018
Gewicht:	0,399 kg