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OverviewWhy 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! Full Product DetailsAuthor: Chuck Hemann , Ken BurbaryPublisher: Pearson Education (US) Imprint: Que Corporation,U.S. Edition: 2nd edition Dimensions: Width: 15.20cm , Height: 1.80cm , Length: 22.60cm Weight: 0.380kg ISBN: 9780789759603ISBN 10: 0789759608 Pages: 272 Publication Date: 06 August 2018 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsChapter 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 DataReviewsThe first edition of this book set the bar for brands and agencies looking to understand how to analyze the impact of digital marketing. What is remarkable is that it hasn't needed a new edition since it was published in 2013, given the pace of change in this marketplace. While DMA 2.0 does represent a root and branch update and moves the authors' thinking on in significant ways--covering new platforms, new metrics, new ways of measuring--its essential common sense and no-nonsense approach remains constant. 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. To be recommended. --Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data This book is more vital and important than ever. Hemann and Burbary go beyond the basics to show you precisely how to measure every element of your digital marketing. A must-read! --Jay Baer, Founder of Convince & Convert While a lot of the tactics of digital marketing have changed since the first edition of this book, two things haven't: the need to measure the right things, and my trust that Chuck and Ken have you covered, right here in the pages of this new edition. Indispensable for the modern, data-driven marketer. --Tom Webster, Senior Vice President, Strategy and Marketing, Edison Research Author InformationChuck 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 Verizon. Ken 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. Tab Content 6Author Website:Countries AvailableAll regions |
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