Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media (Paperback)
暫譯: 社交媒體分析：從社交媒體中提取商業價值的技術與洞察

Matthew Ganis, Avinash Kohirkar

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

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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

 

在當今社交媒體數據的洪流中，隱藏著真正的競爭優勢。如果你知道如何分析這些數據，你可以提高自己對客戶的相關性，並在一個消費者比以往任何時候都更依賴於對你的產品、服務和體驗的「公眾意見」的激烈環境中，建立自己作為可信供應商的地位。

 

社交媒體分析是所有希望回答關鍵任務問題並最大化其社交媒體數據商業價值的高管和市場分析師的完整內部指南。IBM開創性社交媒體分析計劃的兩位領導者提供了整個過程的全面和實用的覆蓋：識別正確的非結構化數據、分析數據，以及解釋和採取行動以獲得的知識。

 

他們的專業指導、實用工具和詳細示例將幫助你從所有社交媒體對話中學到更多，並避免可能導致昂貴錯誤的陷阱。

 

你將學會如何：

  • 專注於社交媒體數據可以現實地回答的問題
  • 確定哪些信息對你實際有用——哪些則沒有
  • 清理數據以查找和刪除不準確之處
  • 創建準確表示你的數據並導致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來改善預測
  • 從實時/近實時和臨時分析中「即時」驅動價值
  • 分析文本，即「靜態數據」
  • 識別影響業務表現的微妙相互關係
  • 提高你的情感分析的準確性
  • 確定重要性，並區分「發言者」和真正的影響者
  • 優化有關市場營銷和廣告支出的決策

無論你是市場營銷人員、分析師、經理還是技術專家，你將學會如何利用社交媒體數據更有效地競爭、更快速地回應、更成功地預測……增長利潤， 並保持其增長。

 

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