Hemann, Chuck.
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary. - Indianapolis, Ind. : Que Publishing, c2013. - xvii, 364 p. : ill. ; 23 cm.
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.
9780789750303 (pbk.) 0789750309 (pbk.)
Internet marketing.
Digital media.
Social media.
Marketing--Management.
HF5415.1265 / .H46 2013
658.87
Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary. - Indianapolis, Ind. : Que Publishing, c2013. - xvii, 364 p. : ill. ; 23 cm.
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.
9780789750303 (pbk.) 0789750309 (pbk.)
Internet marketing.
Digital media.
Social media.
Marketing--Management.
HF5415.1265 / .H46 2013
658.87