Asia Pacific University Library catalogue


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

By: Hemann, ChuckContributor(s): Burbary, KenMaterial type: TextTextPublication details: Indianapolis, Ind. : Que Publishing, c2013Description: xvii, 364 p. : ill. ; 23 cmISBN: 9780789750303 (pbk.); 0789750309 (pbk.)Subject(s): Internet marketing | Digital media | Social media | Marketing -- ManagementDDC classification: 658.87 LOC classification: HF5415.1265 | .H46 2013
Contents:
Understanding the digital media landscape -- Understanding digital analytics concepts -- Picking the tools of the trade -- Tools : social media listening -- Tools : search analytics -- Tools : audience analysis -- Tools : content analysis -- Tools : engagement analysis -- Understanding digital influence -- Developing your social media listening program -- How to use listening to inform marketing programs -- Using online data to anticipate a crisis -- Improving customer service -- Launchinga new product -- Formulating your research plan -- Making reports easy to undestand and communicate -- Search analysis -- ROI = return on investment -- Creating the best-practice measurement scorecard -- Mobile analytics : how mobile is different than other digital channels -- Social CRM -- The future of digital data : business intelligence.
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.1265 .H46 2013 c.1 (Browse shelf (Opens below)) 1 Available (No use restrictions) 00038289
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.1265 .H46 2013 c.2 (Browse shelf (Opens below)) 2 Available (No use restrictions) 00038392

Includes index.

Understanding the digital media landscape -- Understanding digital analytics concepts -- Picking the tools of the trade -- Tools : social media listening -- Tools : search analytics -- Tools : audience analysis -- Tools : content analysis -- Tools : engagement analysis -- Understanding digital influence -- Developing your social media listening program -- How to use listening to inform marketing programs -- Using online data to anticipate a crisis -- Improving customer service -- Launchinga new product -- Formulating your research plan -- Making reports easy to undestand and communicate -- Search analysis -- ROI = return on investment -- Creating the best-practice measurement scorecard -- Mobile analytics : how mobile is different than other digital channels -- Social CRM -- The future of digital data : business intelligence.

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