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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (Que Biz-Tech) Paperback – April 25, 2013


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Product Details

  • Series: Que Biz-Tech
  • Paperback: 288 pages
  • Publisher: Que Publishing; 1 edition (April 25, 2013)
  • Language: English
  • ISBN-10: 0789750309
  • ISBN-13: 978-0789750303
  • Product Dimensions: 6 x 1 x 8.9 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #246,884 in Books (See Top 100 in Books)

Editorial Reviews

From the Author

Over the last several months we have been asked constantly, "why did you write this book?" There are many reasons, but here are five of them. 
  • Digital marketing analytics roadmap - There are books currently available on the market that talk about traditional communications measurement. There are plenty of books currently available on the market that discuss the intricacies of web analytics. What there wasn't, in our view, was a roadmap for communicators that tied elements of  digital, social and traditional analytics together. 
  • Not another web analytics book - If you search on Amazon for"web analytics" you will be faced with nearly 2,000 different results. To say that the topic of web analytics has been covered would be the understatement of the century. While we do talk briefly about web analytics in the book do not look for an extensive discussion about the topic.
  • Analytics toolbox development - If you currently work for a brand, or represent one on the agency side you know how many digital analytics tools currently exist on the marketplace. There are literally hundreds of social media monitoring tools alone. What we wanted to provide to communicators was a list of tools that should be in every toolbox. If you are wondering what those tools are be sure to check out chapters 4-9 in the book.
  • Measurement best practices - People like Katie Paine have been writing about best practices in media measurement for years, and we think it is great stuff. What we wanted to give more color on, though, was how we could bring together paid, social and traditional metrics into one cohesive scorecard. If we want to shout from the rooftops about the importance of integrated communications, we should be shouting equally as loudly for integrated measurement.
  • Bringing client experience to life - Both of us have several years of experience counseling clients on any number of analytics problems, and we wanted to be sure that came to life in the book. Where possible you will see names of companies we have worked with, but at a minimum what you will see throughout the book is our experience working with the Fortune 500 to gather, analyze and develop insights from volumes of digital data.

About the Author

Chuck Hemann, Group Director of Analytics for WCG.
 
Over the last eight years, Chuck has provided strategic counsel to clients on a variety of topics including digital analytics, measurement, online reputation, social media, investor relations and crisis communications. Prior to joining WCG Digital, Chuck was VP of Digital Analytics for Edelman Digital. Before that VP of Digital Strategy and Analytics for Ogilvy Public Relations.
 
Chuck started his career working for Dix & Eaton, a full-service communications firm based in Cleveland, Ohio, where he was responsible for supplying research and information for all of the firm's practice areas including media relations, marketing communications and investor relations. He also co-chaired the firm's digital communications practice.
 
Chuck is also a former Fellow of the Society for New Communications Research, a global, nonprofit research and education foundation think tank focused on the latest developments in media and communications.
 
Ken Burbary, Chief Digital Officer for Campbell Ewald
 
Over the past 18 years, Ken has served in various Digital leadership roles in the digital advertising and marketing industry, providing strategic and business counsel to fortune 500 brands in the areas of digital strategy, emerging media technologies, analytics and measurement, social business and mobile marketing.
 
Prior to joining CE, Ken was the Vice President, Group Director of Strategy & Analysis for Digitas, a global digital marketing agency, and Director of Digital and Social Advisory Services for Ernst & Young, a global management-consulting firm. Ken is an active speaker on current digital and social media topics across the country, including Blogworld Expo, Social Media Club, Social Media Analytics Summit and more.
 
Ken's past and present clients include Microsoft, Pfizer, Chevrolet, Home Depot, Comcast, Delta Airlines, American Express, Walgreens, Kraft, P&G and MillerCoors.


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Customer Reviews

Read the book in the order it was written.
GGERIK
Fellow marketers and execs, if you need some weekend reading to stay ahead of the game, I highly recommend this book on analytics.
ebad
Written to keep you reading, the book progresses from the basic of analytics to more complex analysis for actionable insights.
Jenny

Most Helpful Customer Reviews

8 of 8 people found the following review helpful By TheHerman on September 7, 2013
Format: Paperback Verified Purchase
The authors make an effort to discuss the digital marketing analytics landscape, from inception to present day. In addition, they make efforts to provide insights in analyzing a select sets of tools, before getting into the art and science of digital data management and analysis. I found the order in which they explain things a bit clunky, taking you in too many different directions for the first 8 chapters. I also found that their technology recommendations are based on short formed opinions are not well found and are also stale, as big data, MCCM and DMPs have grown significantly since this book was published. If you are looking for the opinions of some seasoned marketing professionals, there are some interesting chapters here in what they are doing with data.
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7 of 9 people found the following review helpful By John B. Sorrell on May 28, 2013
Format: Paperback Verified Purchase
This book was terrible. It contained mostly filler words and sentences to bloat its length. The only substance came in listing out different companies with a blurb about what they do. I read it in a two hour sitting, which is not something an analytics book should allow. Look elsewhere.
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Format: Paperback
5 star reviews by Jason Baer (May 9, 2013), Kevin Gray (June 10, 2013), ebad (July 26, 2013), Jessica Williams (May 29, 2013), Shauna (May 9, 2013), GGERIK (April 25, 2013)--probably the best one, and Jenny (June 24, 2013) all express how thorough and complete this book is and I agree with them that it is of vital importance that those in marketing, PR, & web analytics to read it.

It discusses paid and organic searches, search analytics, utilizing social media & their engagement tools, audience, content and engagement analyses, understanding digital influence, developing your own social media listening program, using listening to inform marketing programs, using online data to anticipate a crisis, improving customer service, launching a new product, formulating a research plan, making reports easy to understand and communicate to the correct management audience, Return on Investment, mobile analytics & how it is different than other digital channels, and the future of digital data: business intelligence.

With over 65 pertinent notions that I wrote down for this review, I will provide a few here.

Digital Strategy defined: "...is a broad term but essentially involves the research, planning, definition, and creation of a go-to-market plan for digital channels, with the end goal being a return on investment--something affecting the bottom line in a reasonable period of time."

One purpose of the book: "The new era of engagement has resulted in a data explosion that takes us beyond analyzing clicks, counting advertising impressions, and adding up website page views. The data tools available today give you the insight you need to improve marketing and advertising performance.
Read more ›
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6 of 9 people found the following review helpful By Jason Baer on May 9, 2013
Format: Paperback
Most books tackling digital and social media math and technology shy away from details, because they run the risk of being out-of-date quickly in these fast-changing industries. But not this book. Hemann and Burbury put it all out there, providing specific reviews and guidance on individual software platforms, step-by-step approaches on how to create reports for different level of an organization, and tons of other "in the trenches" how-tos.

If you routinely create or digest digital analytics today, this will be your new favorite book, and you'll keep it on your desk for reference (and I am already referring back to the review copy I was sent by the publisher). If you are a novice in the field, this book will be like drinking from a firehose, but it will be worth the effort to lap us as much as you can.

This is the rare volume that I consider to be a public service in terms of giving away so much knowledge for the price of a book (Social Media ROI was similar in that way), and if this is your industry, Digital Marketing Analytics is a bargain at thrice the price.

Note: as mentioned, I was provided a free copy, and I am acquainted with the authors.
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3 of 5 people found the following review helpful By Lauren Vargas on June 4, 2013
Format: Paperback Verified Purchase
This book is an excellent primer for those who have been tasked with community management and analysis responsibilities. There are so many tools and platforms available to help us splice and dice data. Ken and Chuck clearly outline the current capabilities and challenges in the marketplace. I would recommend this book to students and early-in-career community managers who want to take their career to the next level and analyze data to provide actionable insights.
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1 of 2 people found the following review helpful By Jenny on June 24, 2013
Format: Paperback
As "big data" charms its way into the marketing landscape once again, Chuck and Ken bring us back to reality with a well-thought out, insight-laden, detail-rich and actionable book on understanding and using proven digital analytics to inform our marketing and communications efforts. Written to keep you reading, the book progresses from the basic of analytics to more complex analysis for actionable insights. In addition to sharing with you the framework of understanding, tools and roadmap, Chuck and Ken provide key barriers to the roadmap that keep you from just piling in more data just so you have more data.

Who should read Digital Marketing Analytics? Marketing veterans will gain validation for your efforts or insights to help your efforts be more effective. Marketing newbies will learn how to understand and wield data to be a smarter marketer who gets better results. Marketing professors will reference insights to teach students to ground analytics into every marketing conversation and campaign. And for the rest of us who work in marketing or communications, the book gives us the language, understanding, framework and the all-important boundaries to stay focused on analytics that matter most.

As a firm believer in integrated marketing communications, this book shows you how gathering and using the right data can help you build a more customer-centric company that's better for the brand and the bottom line. For me, I marked up my copy with notes and then immediately put what I learned to work, adjusting some of our analytics efforts to be better focused on information we could act upon and influence. I'm certain I'll be referencing it often in integrated marketing conversations and in our own work with clients. It's going to be on my desk and open for quite a while.
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