Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (Paperback)

Chuck Hemann, Ken Burbary

  • 出版商: QUE
  • 出版日期: 2013-04-25
  • 售價: $1,400
  • 貴賓價: 9.5$1,330
  • 語言: 英文
  • 頁數: 384
  • 裝訂: Paperback
  • ISBN: 0789750309
  • ISBN-13: 9780789750303
  • 相關分類: 行銷/網路行銷 Marketing
  • 立即出貨(限量) (庫存=1)

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商品描述

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

商品描述(中文翻譯)

為什麼這麼多的數據還沒有帶來巨大的競爭優勢呢?因為你幾乎還沒有開始使用它!好消息是,你的競爭對手也是一樣。這很困難!但是數據營銷分析是可以做到的,它提供了巨大的機會,而且所有的數據都可以被你使用。Chuck Hemann和Ken Burbary將幫助你將這個問題縮小,解決每一個難題,並建立一個幾乎無摩擦的系統,從數據到決策,從行動到結果!詳細了解它,選擇你的工具,學會聆聽,確保指標正確,然後提煉你的數據,為從研發到客戶關係管理再到社交媒體營銷的一切事情獲得最大價值!

- 優先考慮——因為你無法測量、聆聽和分析「所有」事物
- 使用分析來打造深刻反映每個客戶需求、期望和行為的體驗
- 測量真實的社交媒體投資回報率:銷售、潛在客戶和客戶滿意度
- 追蹤所有付費、自然和自有社交媒體渠道的表現
- 將「聆聽數據」應用於公關和營銷以外的戰略規劃、產品開發和人力資源
- 開始實時優化網站和社交內容
- 實施先進的工具、流程和算法,準確衡量影響力
- 整合付費和社交數據,從中獲得更多價值
- 充分利用調查、焦點小組和離線研究的協同效應
- 將新的營銷和社交媒體投資重點放在能產生最大價值的地方

前言:Scott Monty,福特汽車公司全球社交媒體負責人