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Digital marketing analytics : making sense of consumer data in a digital world /

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Bibliographic Details
Main Author: Hemann, Chuck.
Other Authors: Burbary, Ken.
Format: Book
Language:English
Published: Indianapolis, Ind. : Que, 2013.
Subjects:
Internet marketing.
Digital media.
Social media.
Marketing > Management.
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245 1 0 |a Digital marketing analytics :  |b making sense of consumer data in a digital world /  |c Chuck Hemann, Ken Burbary. 
264 1 |a Indianapolis, Ind. :  |b Que,  |c 2013. 
300 |a xvii, 364 pages :  |b illustrations ;  |c 23 cm 
336 |a text  |2 rdacontent 
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338 |a volume  |2 rdacarrier 
500 |a Includes index. 
505 0 |a 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. 
596 |a 1 
650 0 |a Internet marketing.  |0 sh 95005028   |0 http://id.loc.gov/authorities/subjects/sh95005028 
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700 1 |a Burbary, Ken.  |0 no2013058511  |0 http://id.loc.gov/authorities/names/no2013058511 
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