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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 the entire data is accessible to you. Chuck Hemann and Ken Burbary will permit you to chop the problem down to size, solve each and 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, discover ways 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’ll’t measure, listen to, and analyze everything
* Use analysis to craft experiences that profoundly reflect every 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 correctly measuring influence
* Integrate paid and social data to drive more value from both
* Take advantage of surveys, Focal point groups, and offline research synergies
* Focal point new marketing and social media investments where they will deliver the most value
Foreword by Scott Monty
Global Head of Social Media, Ford Motor Company