Digital marketing analytics : making sense of consumer data in a digital world / by Chuck Hemann, Ken Burbary.

Enhanced descriptions from Syndetics:

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!
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 "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

Table of contents provided by Syndetics

• Foreword (p. XIV)
• 1 Understanding the Synergetic Digital Ecosystem (p. 1)
• The Evolution of the Digital Ecosystem (p. 2)
• Data Growth Trends (p. 3)
• Digital Media Types (p. 4)
• Paid Media (p. 6)
• Owned Media (p. 9)
• Competitive Intelligence (p. 10)
• Click stream (Web Analytics) (p. 11)
• Conversion Analytics (p. 12)
• Custom Segmentation (p. 13)
• Visual Overlays (p. 13)
• Social Media Reporting (p. 13)
• User Experience Feedback (p. 15)
• Real-Time Site Analytics (p. 15)
• References (p. 16)
• 2 Understanding Digital Analytics Concepts (p. 17)
• Starting at the Top (p. 18)
• Applying a Measurement Framework (p. 19)
• Determining Your Owned and Earned Social Metrics (p. 20)
• Owned Social Metrics (p. 21)
• Earned Social Media Metrics (p. 30)
• Demystifying Web Data (p. 32)
• Digital Advertising Concepts (p. 34)
• Searching for the Right Metrics (p. 35)
• Paid Search (p. 36)
• Organic Searches (p. 37)
• Aligning Digital and Traditional Analytics (p. 38)
• Primary Research (p. 39)
• Traditional Media Monitoring (p. 40)
• Traditional CRM Data (p. 40)
• Bringing It All Together (p. 41)
• The Reporting Timeline (p. 41)
• The Reporting Template (p. 41)
• Different Strokes for Different Folks (p. 42)
• 3 Choosing Your Analytics Tools (p. 43)
• Evaluating New Marketing Technologies (p. 44)
• Organizing Your Marketing Technology Stack (p. 47)
• Cisco's Marketing Technology Stack (p. 48)
• Intel's Marketing Technology Stack (p. 49)
• Identifying Critical Marketing Technology Solutions (p. 51)
• Who Decides Which Tool to Buy? (p. 54)
• Achieving Adoption of Marketing Technology Solutions (p. 54)
• Conclusion (p. 57)
• References (p. 57)
• 4 Digital Analysis: Brand (p. 59)
• Benefits of Digital Brand Analysis (p. 60)
• Brand Analysis in the Digital Age (p. 61)
• Brand Share (p. 62)
• Share of Voice (p. 63)
• Share of Search (p. 64)
• Share of Audience (p. 66)
• Brand Audience (p. 68)
• Total Audience Reach (p. 69)
• Total Audience Attention (p. 70)
• Total Audience Engagement (p. 71)
• Brand and Consumer Alignment (p. 71)
• The Future of Digital Brand Analysis (p. 73)
• 5 Digital Analysis: Audience (p. 75)
• What Is Audience Analysis? (p. 78)
• Audience Analysis Use Cases (p. 80)
• Digital Strategy Development (p. 80)
• Content Strategy Development (p. 81)
• Engagement Strategy (p. 81)
• Search Engine Optimization (p. 82)
• Content Optimization (p. 82)
• User Experience Design (p. 82)
• Audience Segmentation (p. 83)
• Audience Analysis Tool Types (p. 83)
• Additional Audience Analysis Techniques (p. 89)
• Conversation Typing (p. 90)
• Event Triggers (p. 92)
• 6 Digital Analysis: Ecosystem (p. 93)
• Ecosystem Analysis (p. 94)
• Ecosystem Analysis Outputs (p. 97)
• Digital Ecosystem Maps (p. 98)
• 7 Return on Investment (p. 99)
• Defining ROI (p. 100)
• Return on Engagement (Roe) (p. 101)
• Return on Influence (p. 102)
• Return on Experience (p. 104)
• Properly Tracking ROI (p. 105)
• Understanding the Top-Down Revenue Measurement Approaches (p. 106)
• Utilizing Bottom - Up Measurement Models (p. 108)
• Three - Tiered Approach to Measuring Digital Marketing Effectiveness (p. 112)
• 8 Understanding Digital Influence (p. 115)
• Understanding the Reality of Digital Influence (p. 117)
• The "Tipping Point" Phenomenon (p. 117)
• The Community Rules Phenomenon (p. 118)
• Developing a Modern - Day Media List (p. 119)
• Using the Tools of the Trade (p. 121)
• Klout (p. 122)
• Other important Influencer Analysis Tools (p. 124)
• Developing Your Own Influence Approach (p. 126)
• Online Versus Offline Influence (p. 127)
• Using the Influencer List (p. 128)
• 9 How to Use Digital Analytics to Inform Marketing Programs (p. 131)
• Understanding the Social Media Landscape Analysis (p. 133)
• Search and Owned Analysis (p. 139)
• Conducting Media Analysis (p. 141)
• 10 Improving Customer Service (p. 145)
• Customer Expectations (p. 146)
• The Social Customer Service Conflict (p. 148)
• Understanding the Customer (p. 151)
• Understanding Customer Intent (p. 152)
• Personalizing the Customer Experience (p. 152)
• Social Customer Service Models (p. 153)
• The Ad Hoc Stage of Customer Service (p. 153)
• The Limited Stage of Customer Service (p. 153)
• The Formal Stage of Customer Service (p. 153)
• Delta Air Lines (p. 154)
• References (p. 156)
• 11 Using Digital Analytics to Anticipate a Crisis (p. 157)
• Developing a Modern-Day Issues Management Plan (p. 158)
• Identifying Known Issues (p. 160)
• Listing the Known Issues (p. 160)
• Knowing the Share of Conversation Online (p. 161)
• Profiling Pro and Con Influencers (p. 163)
• Briefing and Getting to Know the Influencers (p. 163)
• Placing the Right Content (p. 163)
• Knowing the Positive and Negative Words (p. 164)
• Tagging the Right Words (p. 165)
• Crisis Day Monitoring and Ongoing Reporting (p. 166)
• Dealing with the Issue Hitting (p. 166)
• Developing Your Content Plan (p. 167)
• Developing Your Reporting Plan and Reporting Cadence (p. 168)
• Reporting Frequency and Contents During a Crisis (p. 169)
• Reporting Frequency and Contents after a Crisis (p. 169)
• Correcting the History after a Crisis Is Over (p. 171)
• Evaluating Your Preliminary Research (p. 171)
• Identifying Key Third Parties and a Content Syndication Plan (p. 172)
• 12 Launching a New Product (p. 173)
• General Overview of the Product Lifecycle (p. 174)
• The Product Lifecycle Introduction Phase (p. 176)
• What Is the Consumer Reaction to Product X? (p. 178)
• What Are the Consumer Concerns About Product X? (p. 179)
• What Are the Consumer's Unmet or Unstated Needs? (p. 179)
• The Product Lifecycle Growth Phase (p. 180)
• What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated? (p. 181)
• Who Are the Influencers in the Product X Conversation? (p. 182)
• What Is the Consumer Reaction to Retail or Promotions for Product X? (p. 183)
• The Product Lifecycle Maturity Phase (p. 184)
• What Consumer Trends and Preferences Have Emerged Around Product X Use? (p. 186)
• What Related Products Do Consumers Show Interest In? (p. 186)
• Conclusion (p. 186)
• 13 Building Your Research Plan (p. 189)
• Developing Your Source List (p. 190)
• Identifying Data Sources (p. 191)
• Picking the Channels for Analysis (p. 193)
• Identifying Search and Source Languages (p. 195)
• Nailing Down the Research Methods (p. 196)
• Developing a Hypothesis (p. 197)
• Time Frame for Analysis (p. 199)
• Identifying the Project Team (p. 200)
• Determining the Depth of Analysis (p. 201)
• Building the Coding Framework (p. 202)
• Taking a Sentiment Approach (p. 203)
• Filtering Spam and Bots (p. 204)
• References (p. 205)
• 14 Building Reports that Will Actually Be Useful (p. 207)
• Constructing Reports (p. 208)
• Building a Report from Back to Front (p. 209)
• Formatting Reports (p. 213)
• Understanding Tour Report Time Frame (p. 214)
• Delivering a Report (p. 215)
• Understanding Report Use Cases (p. 216)
• The Executive - Level Use Case (p. 217)
• The Management - Level Use Case (p. 218)
• The Analyst - Level Use Case (p. 219)
• Building a Central Repository of Information (p. 220)
• Command Centers (p. 221)
• Web - Based Applications (p. 222)
• 15 The Future of Digital Data (p. 223)
• Watching How the Digital Analytics Disciplines Evolve (p. 225)
• Looking Back at How Social Media Listening Has Evolved (p. 226)
• Diving into Search Analytics (p. 228)
• Looking into the Audience Analysis Crystal Ball (p. 228)
• Forecasting the Content Analysis of the Future (p. 229)
• Understanding the Influencer Analysis Landscape (p. 230)
• Understanding Where Digital Analytics Goes from Here (p. 231)
• Bridging the Analytics Talent Gap (p. 232)
• Housing Your Customer Data (p. 234)
• Continuing Consolidation of Data Sources just as New Sources of Data Emerge (p. 235)
• Dealing with Growing Concerns about Consumer Privacy (p. 236)
• Making Social Data Become More Available to Brands (p. 237)
• Continuing Struggle by Companies to Get Clean and Accurate Data (p. 237)
• Continuing Measurement Challenges for Chief Marketing Officers (CMOs) (p. 238)
• Scratching the Surface of Machine Learning and Artificial Intelligence (p. 238)
• References (p. 241)
• Index (p. 243)

Author notes provided by Syndetics