Digital marketing analytics: making sense of consumer data in a digital world
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Indianapolis, Ind.
Que
c2013
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | xvii, 364 p. ill. 23 cm |
| ISBN: | 9780789750303 0789750309 |
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Digital marketing analytics
Autor: Hemann, Chuck
Jahr: 2013
TABLE OF CONTENTS
1 Understanding the Digital Media Landscape 1
Digital Media Types........................................................................2
Paid Media..................................................................................3
Owned Media.............................................................................6
Understanding Digital Analytics Concepts 13
Starting at the Top........................................................................14
Determining Your Owned and Earned Social Metrics............15
Owned Social Metrics.............................................................15
Earned Social Media Metrics.................................................21
Demystifying Web Data...............................................................22
Searching for the Right Metrics..................................................23
Paid Searches............................................................................24
Organic Searches.....................................................................25
Aligning Digital and Traditional Analytics...............................26
Primary Research....................................................................26
Traditional Media Monitoring..............................................27
Traditional CRM Data............................................................28
Bringing It All Together...............................................................28
The Reporting Time Line.......................................................28
The Reporting Template........................................................29
Different Strokes for Different Folks....................................29
Picking the Tools of the Trade 31
Identifying a Social Media Listening Tool.................................32
Data Capture............................................................................33
Spam Prevention.....................................................................34
Integration with Other Data Sources...................................34
Cost............................................................................................34
Mobile Capability....................................................................35
API Access................................................................................35
Consistent User Interface.......................................................36
Workflow Functionality.........................................................36
Historical Data.........................................................................36
Understanding Social Media Engagement Software................37
Easy-to-Navigate User Interface...........................................38
Reliability..................................................................................39
Robust Analytics Dashboards................................................39
Beware of the Black Box Algorithm.....................................40
Mobility.....................................................................................40
CRM Hooks..............................................................................40
Social Governance...................................................................40
Monitoring Platform Integration..........................................41
Purchasing Social Media Engagement Tools............................41
Who Decides Which Tool to Buy?.......................................41
Which Tools Should You Evaluate?.....................................42
How Do You Manage Growth?.............................................43
How do you Establish a Long-Term Partnership with
Your Listening Provider?..................................................43
Conclusion.....................................................................................43
4 Tools: Social Media Listening 45
Social Media Listening Evolution...............................................46
Social Media Listening in the Present Day................................51
Understanding Sysomos.........................................................52
Radian6 s Effect on the Marketing Community.................55
The Best of the Rest.................................................................59
International Listening: The New Frontier.........................63
What s Next for Social Media Listening?..................................63
5 Tools: Search Analytics 65
Understanding the Basics of Search...........................................66
Search Analytics Use Cases..........................................................67
Free Tools for Collecting Insights Through
Search Data...............................................................................69
Google Trends..........................................................................69
YouTube Trends......................................................................72
The Google AdWords Keyword Tool..................................76
Yahoo! Clues............................................................................78
Paid Tools for Collecting Insights Through Search Data.......80
The BrightEdge SEO Platform....................................................81
Wrapping up Search Analytics....................................................83
6 Tools: Audience Analysis 85
What Is Audience Analysis?........................................................86
Audience Analysis Use Cases......................................................87
Digital Strategy........................................................................88
Content Strategy......................................................................88
Engagement Strategy...............................................................89
Search Engine Optimization..................................................89
Content Optimization............................................................89
User Experience Design.........................................................89
Audience Segmentation..........................................................90
Audience Analysis Tool Types....................................................90
Additional Audience Analysis Techniques...............................94
Conversation Typing....................................................................94
Event Triggers................................................................................95
7 Tools: Content Analysis 97
Content Audits..............................................................................99
Content Audit Checklist.......................................................100
Real-Time Analytics..............................................................102
Optimizing Content Distribution.............................................106
Analyzing Content Consumption.............................................108
Learning Agendas..................................................................109
Classifying Results for Content Analysis...........................110
8 Tools: Engagement Analysis 113
Introducing SMES.......................................................................115
Using Robust Analytics Dashboards..................................117
Scheduling Content...............................................................118
Posting to All Major Social Media Networks....................119
Uploading Multimedia Content..........................................120
Geo-Targeting Posts..............................................................120
Post Tagging...........................................................................120
Using an SMES Tool for a Small to Medium-Size
Business................................................................................121
HootSuite................................................................................121
Argyle Social...........................................................................122
Understanding the Enterprise SMES Landscape....................123
Spredfast.................................................................................124
Wildfire...................................................................................125
Sprinklr...................................................................................127
Vitrue......................................................................................130
Buddy Media..........................................................................131
The Future of SMES Tools.........................................................132
9 Understanding Digital Influence 135
Understanding the Reality of Digital Influence......................136
The Tipping Point Phenomenon.....................................137
The Community Rules Phenomenon.................................138
Developing a Modern-Day Media List....................................139
Using the Tools of the Trade.....................................................141
Klout........................................................................................141
Peerlndex................................................................................147
Online Versus Offline Influence...............................................151
Using the Influencer List............................................................151
10 Developing Your Social Media Listening Program 155
How Other Companies Are Listening Today.........................156
Using Listening Data for Program Planning....................156
Utilizing Listening Data for Ongoing, Proactive
Communications..............................................................158
Understanding What Listening Can Do..................................160
Real-Time Content Development.......................................161
Developing Better Relationships with Customers............162
Gaining Product Knowledge Through Listening.............163
Marketing Through Conversation......................................163
Gathering Business Intelligence..........................................164
Implementing Your Listening Program..................................165
Sharpening Your Listening Weapon..................................166
Developing Your Training Program..................................166
Setting Up a Reporting Template.......................................168
Responding to Online Conversations................................169
11 How to Use Listening to Inform Marketing Programs 171
Understanding the Conversation Audit..................................173
Scoping the Conversation Audit.........................................174
Elements of a Conversation Audit......................................176
Fitting the Conversation Audit into the Program
Planning Continuum.......................................................178
Identifying Online Influencers..................................................179
Conducting Social Brand Benchmarking................................182
Conclusion...................................................................................185
12 Using Online Data to Anticipate a Crisis 187
Developing a Modern-Day Issues Management Plan...........188
Identifying Known Issues..........................................................190
Listing the Known Issues.....................................................190
Knowing the Share of Conversation Online.....................191
Knowing Profile Pro and Con Influencers........................193
Briefing and Getting to Know the Influencers..................193
Placing the Right Content....................................................193
Knowing the Positive and Negative Words......................194
Tagging the Right Words.....................................................195
Crisis Day Monitoring and Ongoing Reporting....................196
Dealing with the Issue Hitting.............................................196
Developing Your Content Plan...........................................197
Developing Your Reporting Plan and
Reporting Cadence...........................................................198
Correcting the History After a Crisis Is Over.........................200
Evaluating Your Preliminary Research..............................201
Identifying Key Third Parties and a Content
Syndication Plan...............................................................201
13 Improving Customer Service 203
The Social Customer Service Conflict......................................206
Understanding the Customer..............................................207
Understanding Customer Intent.........................................208
Personalizing the Customer Experience............................209
Social Customer Service Models...............................................209
The Ad Hoc Stage of Customer Service.............................209
The Limited Stage of Customer Service.............................210
The Formal Stage of Customer Service..............................210
Delta Air Lines.......................................................................210
14 Launching a New Product 217
General Overview of the Product Lifecycle.............................218
The Product Lifecycle Introduction Phase..............................220
What Is the Consumer Reaction to Product X?...............222
What Are the Consumer Concerns About Product X?...223
What Are the Consumer s Unmet Needs?........................224
The Product Lifecycle Growth Phase.......................................224
What Are the Communities, Sites, and Social
Platforms in Which Product X Is Being Discussed,
Shared, and Evaluated?...................................................226
Who Are the Influencers in the Product X
Conversation?...................................................................227
What Is the Consumer Reaction to Retail/Promotions
for Product X?..................................................................227
The Product Lifecycle Maturity Phase.....................................228
What Consumer Trends and Preferences Have
Emerged Around Product X Use?.................................230
What Related Products Do Consumers Show
Interest In?........................................................................231
Conclusion...................................................................................231
15 Formulating Your Research Plan 233
Developing Your Source List.....................................................234
Identifying Data Sources......................................................235
Picking the Channels for Analysis......................................236
Identifying Search and Source Languages.........................237
Nailing Down the Research Methods......................................238
Developing a Hypothesis......................................................239
Time Frame for Analysis......................................................241
Identifying the Project Team...............................................242
Determining the Depth of Analysis....................................243
Building the Coding Framework........................................244
Taking a Sentiment Approach.............................................245
Filtering Spam and Bots.......................................................246
16 Making Reports Easy to Understand and Communicate 247
Constructing Reports..................................................................248
Building a Report from Back to Front...............................249
Ensuring That You Have a Reasonable Hypothesis.........251
Focusing on the Five Ws......................................................252
Formatting Reports...............................................................253
Understanding Your Report Time Frame.........................254
Delivering a Report.....................................................................255
Understanding Report Use Cases.............................................256
The Executive-Level Use Case.............................................257
The Management-Level Use Case.......................................258
The Analyst-Level Use Case................................................259
Building a Central Repository of Information........................260
Command Centers................................................................260
Web-Based Applications......................................................262
17 Search Analysis 265
Search Analytics for Digital Strategy........................................268
Search Analytics for Content Strategy and Planning............272
Search Analytics for Paid Advertising.....................................273
18 ROI = Return on Investment 275
Defining ROI...............................................................................276
Return on Engagement (ROE)............................................277
Return on Influence..............................................................278
Return on Experience...........................................................280
Properly Tracking ROI...............................................................280
Understanding the Top-Down Revenue
Measurement Approaches..............................................281
Utilizing Bottom-Up Measurement Models.....................284
19 Creating the Best-Practice Measurement Scorecard 289
Understanding Measurement Fundamentals.........................290
Conducting Benchmark Research......................................291
Strategy Development...........................................................293
Tactical Elements...................................................................294
Measurement Practices.........................................................295
Developing Your Measurement Reporting Cadence.............297
Annual Reporting..................................................................298
Quarterly Reporting..............................................................299
Monthly Reporting................................................................302
Daily/Hourly Reporting.......................................................302
20 Mobile Analytics: How Mobile Is Different than Other
Digital Channels 305
Understanding the Current Mobile Market Landscape........307
Growth in Smartphone Adoption.......................................307
The Battle Between iOS and Android................................309
The Explosion of Global Mobile Web Traffic...................311
The Introduction of Mobile Advertising...........................312
Identifying What Is Next for Mobile Marketing....................314
Increased Use of Apple Passbook.......................................315
Improvements in Facebook s Mobile Functionality........316
Expansion of Location-Based Technologies......................317
Increased Strength of Mobile Measurement.....................318
The Current State of Measuring Mobile
Marketing Activities..............................................................318
Mobile Device Reporting.....................................................319
Audience/Visitor Metrics.....................................................319
Mobile App Performance.....................................................320
The Future State of Measuring Mobile Marketing
Activities.................................................................................321
21 Social CRM 323
Defining Social CRM..................................................................325
Rolling Out a Social CRM Initiative.........................................326
Identifying a Social CRM Solution...........................................331
Batchbook from BatchBlue..................................................331
The Jive Social Business Platform.......................................332
The Lithium Social Customer Suite....................................332
The Meltwater Buzz Engage Module.................................333
Nimble.....................................................................................334
SugarCRM..............................................................................334
Analyzing the Future of Social CRM.......................................334
22 The Future of Digital Data: Business Intelligence 337
Watching How the Digital Analytics Disciplines Evolve......339
Predicting the Future of Social Media Listening..............339
Diving into Search Analytics...............................................341
Looking into the Audience Analysis Crystal Ball.............342
Forecasting the Content Analysis of the Future...............343
Extrapolating the Path of Engagement Analytics.............345
Knowing the Influencer Analysis Landscape....................346
Understanding Where Digital Analytics Goes
from Here...............................................................................347
Bridging the Analytics Talent Gap.....................................347
Housing Your Customer Data............................................350
Index 353
|
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| spelling | Hemann, Chuck. Verfasser aut Digital marketing analytics making sense of consumer data in a digital world Chuck Hemann, Ken Burbary ; [foreword by Scott Monty] Indianapolis, Ind. Que c2013 xvii, 364 p. ill. 23 cm txt rdacontent n rdamedia nc rdacarrier Includes index Internet marketing Digital media Social media Marketing Management Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Soziale Software (DE-588)7550143-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Soziale Software (DE-588)7550143-0 s Marketingforschung (DE-588)4200055-5 s 1\p DE-604 Burbary, Ken Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027802140&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
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| title | Digital marketing analytics making sense of consumer data in a digital world |
| title_auth | Digital marketing analytics making sense of consumer data in a digital world |
| title_exact_search | Digital marketing analytics making sense of consumer data in a digital world |
| title_full | Digital marketing analytics making sense of consumer data in a digital world Chuck Hemann, Ken Burbary ; [foreword by Scott Monty] |
| title_fullStr | Digital marketing analytics making sense of consumer data in a digital world Chuck Hemann, Ken Burbary ; [foreword by Scott Monty] |
| title_full_unstemmed | Digital marketing analytics making sense of consumer data in a digital world Chuck Hemann, Ken Burbary ; [foreword by Scott Monty] |
| title_short | Digital marketing analytics |
| title_sort | digital marketing analytics making sense of consumer data in a digital world |
| title_sub | making sense of consumer data in a digital world |
| topic | Internet marketing Digital media Social media Marketing Management Online-Marketing (DE-588)7706419-7 gnd Marketingforschung (DE-588)4200055-5 gnd Soziale Software (DE-588)7550143-0 gnd |
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