Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media (Paperback)

Matthew Ganis, Avinash Kohirkar

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商品描述

Transform Raw Social Media Data into Real Competitive Advantage

 

There’s real competitive advantage buried in today’s deluge of social media data. If you know how to analyze it, you can increase your relevance to customers, establishing yourself as a trusted supplier in a cutthroat environment where consumers rely more than ever on “public opinion” about your products, services, and experiences.

 

Social Media Analytics is the complete insider’s guide for all executives and marketing analysts who want to answer mission-critical questions and maximize the business value of their social media data. Two leaders of IBM’s pioneering Social Media Analysis Initiative offer thorough and practical coverage of the entire process: identifying the right unstructured data, analyzing it, and interpreting and acting on the knowledge you gain.

 

Their expert guidance, practical tools, and detailed examples will help you learn more from all your social media conversations, and avoid pitfalls that can lead to costly mistakes.

 

You’ll learn how to:

  • Focus on the questions that social media data can realistically answer
  • Determine which information is actually useful to you—and which isn’t
  • Cleanse data to find and remove inaccuracies
  • Create data models that accurately represent your data and lead to more useful answers
  • Use historical data to validate hypotheses faster, so you don’t waste time
  • Identify trends and use them to improve predictions
  • Drive value “on-the-fly” from real-time/ near-real-time and ad hoc analyses
  • Analyze text, a.k.a. “data at rest”
  • Recognize subtle interrelationships that impact business performance
  • Improve the accuracy of your sentiment analyses
  • Determine eminence, and distinguish “talkers” from true influencers
  • Optimize decisions about marketing and advertising spend

Whether you’re a marketer, analyst, manager, or technologist, you’ll learn how to use social media data to compete more effectively, respond more rapidly, predict more successfully…grow profits, and keep them growing.

 

商品描述(中文翻譯)

將原始社交媒體數據轉化為真正的競爭優勢

今天的社交媒體數據洪流中蘊藏著真正的競爭優勢。如果您知道如何分析它,您可以提高對客戶的相關性,在消費者在產品、服務和體驗方面越來越依賴於對您的“公眾意見”的環境中,建立自己作為一個值得信賴的供應商。

《社交媒體分析》是所有高管和市場分析師的完整內幕指南,他們希望回答關鍵問題並最大化其社交媒體數據的商業價值。IBM先鋒社交媒體分析計劃的兩位領導者提供了全面而實用的覆蓋範圍,包括識別正確的非結構化數據、分析數據以及解釋和利用所獲知識的整個過程。

他們的專業指導、實用工具和詳細示例將幫助您從所有社交媒體對話中獲得更多的信息,並避免可能導致昂貴錯誤的陷阱。

您將學到如何:
- 專注於社交媒體數據實際能回答的問題
- 確定哪些信息對您實際上有用,哪些不是
- 清理數據以找到並刪除不準確之處
- 創建準確代表您數據並帶來更有用答案的數據模型
- 使用歷史數據更快地驗證假設,以免浪費時間
- 識別趨勢並利用它們改進預測
- 從實時/幾乎實時和臨時分析中即時創造價值
- 分析文本,即“靜態數據”
- 識別影響業務績效的微妙相互關係
- 提高情感分析的準確性
- 確定卓越性,並區分“說話者”和真正的影響者
- 優化有關市場營銷和廣告支出的決策

無論您是營銷人員、分析師、經理還是技術人員,您都將學習如何更有效地使用社交媒體數據,更快地響應,更成功地預測...增加利潤,並使其持續增長。