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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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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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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: 9.9 x 5 x 0.8 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #173,637 in Books (See Top 100 in Books)

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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

7 of 7 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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6 of 8 people found the following review helpful By John B. Sorrell on May 28, 2013
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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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6 of 8 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 4 people found the following review helpful By Lauren Vargas on June 4, 2013
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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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2 of 3 people found the following review helpful By Patty Cisco on July 8, 2013
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A good addition to the office library to get a grasp of today's marketing needs and how different things are from years ago.
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By Mehran on February 16, 2014
Format: Paperback Verified Purchase
I found this book very useful as an overview of the entire digital landscape as well as examining each specific tool, without going too deep into details. The book also talks about reports, tactics and insights of putting resources together to come up with a solution. It covers how to go about reports for different level of an organization and working with other resources within the organization to make a happen in the quickest way. I use it to confirm my own approaches managing resources and using appropriate tools. I keep it on my desk for a reference.
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Format: Kindle Edition Verified Purchase
I'm in the business so I like to read this type of book to see what others say about the social media world, digital marketing analytics, how the worlds of customer relationship management (CRM), social media and big data meet, and how to make sense of all of these.

This book provides a very good grounding if you are new to this area, and some new thinking and insights if you are already playing here.

If nothing else, to have summaries of the main players from the hundreds of tools, applications and solutions available for analysing the digital world, is useful.
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3 of 5 people found the following review helpful By GGERIK on April 25, 2013
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The majority of executives devote at least 2 nights a week to business reading. I personally find it a constant struggle to find the time. Between everyday work and personal projects it's always a balance of priorities. We are always searching for nuggets of inspiration, quips we can slide into a PowerPoint deck or gems of knowledge we can place in our back pocket for future use. I have been anticipating this book for quite some time because the subject matter is a particular passion of mine. I pre-ordered on January 2, 2013. Anticipation can be cruel - especially with movies. You can build up expectations or hopes and leave two hours later either fulfilled or full of regret. Luckily, this book delivers - and I'm waiting for a sequel.

There are two certainties with digital and social business: the digital landscape changes faster than any business can adopt the opportunities and there are no experts. Because of these, many books on the subject matter pick and choose tactics or focus on smaller views of the entire digital landscape. Even more disappointing are the selection of offerings on the market today by people who have little to no actual experience executing digital programs. This book is a breath of fresh air because the authors have experience executing the subject matter across the broad landscape and they make the complicated subject matter accessible to all levels.

With the different roles we have in my Fortune 500 business, it's difficult to master all areas of analytics. The beginning chapters lay the groundwork for understanding the definitions and the tools and by the end, everyone will have something to take away.
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