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
Published: Indianapolis, Ind. : Que, 2013.
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Table of Contents:
  • 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.