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Digital marketing analytics : making sense of consumer data in a digital world Book
Book | Que, Indianapolis, Ind. : 2013

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Details

  • ISBN: 0789750309 (pbk.)
  • ISBN: 9780789750303 (pbk.)
  • ISBN: 9780789750303
  • ISBN: 0789750309
  • Physical Description: xvii, 364 p. : ill. ; 23 cm.print
  • Publisher: Indianapolis, Ind. : Que, 2013
  • General Note: Includes index.
  • Formatted Contents Note: 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.

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