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

Hemann, Chuck; Burbary, Ken

3.62

128 ratings by Goodreads

9780789750303: Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

Softcover

ISBN 10: 0789750309 ISBN 13: 9780789750303

Publisher: QUE, 2013

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Distill 100%–Usable Max-Profit Knowledge 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 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

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Review:

"The 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

About the Author:

Chuck Hemann, Director of Analytics for WCG, has spent the last eight years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously VP of Digital Analytics for Edelman Digital and VP of Digital Strategy and Analytics for Ogilvy Public Relations. He has worked with global brands from Intel to General Mills to Pfizer.

Ken Burbary, Chief Digital Officer at Interpublic’s Campbell Ewald, has 16 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.

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