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DIGITAL MARKETING ANALYTICS, 2e (pb) 2019
Author: CHUCK HEMANN
ISBN: 9789353430191
Year: 2019
Publisher: PEARSON EDUCATION ASIA
Category: COMPUTER SCIENCE
Edition: 2
Format: Paperback
Language: English
Pages: 272
 ABOUT THE TITLE
A complete, up-to-date hands-on tutorial and strategy guide to transform digital marketing data into actionable, profitable knowledge.



Salient Features:
1. Prioritize-because you can't measure and analyze everything

2. Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors

3.Measure real digital media ROI: sales, leads, and customer satisfaction

4.Track the performance of all paid, earned, and owned digital channels

5.Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR

6.Start optimizing digital content in real time

7.Implement advanced tools, processes, and algorithms for accurately measuring influence

8.Make the most of surveys, focus groups, and offline research synergies

9.Focus new marketing investments where they'll deliver the most value
10. Identify and understand your most important audiences across the digital ecosystem.

Author: Chuck Hemann, Ken Barclay
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 TABLE OF CONTENTS
Chapter 1: Understanding the Synergetic Digital Ecosystem
Chapter 2: Understanding Digital Analytics Concepts
Chapter 3: Choosing Your Analytics Tools
Chapter 4: Digital Analysis: Brand
Chapter 5: Digital Analysis: Audience
Chapter 6: Digital Analysis: Ecosystem
Chapter 7: Return on Investment
Chapter 8: Understanding Digital Influence
Chapter 9: How to Use Digital Analytics to Inform Marketing Programs
Chapter 10: Improving Customer Service
Chapter 11: Using Digital Analytics to Anticipate a Crisis
Chapter 12: Launching a New Product
Chapter 13: Building Your Research Plan
Chapter 14: Building Reports that Will Actually Be Useful
Constructing Reports
Delivering a Report
Understanding Report Use Cases
The Executive-Level Use Case
The Management-Level Use Case
The Analyst-Level Use Case
Building a Central Repository of Information
Command Centers
Web-Based Applications
Chapter 15: The Future of Digital Data
Index
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