Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior 1st Edition

by Lutz Finger (Author), Soumitra Dutta (Author)

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ISBN-13: 978-1449336752

ISBN-10: 1449336752

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You can measure practically anything in the age of social media, but if you don’t know what you’re looking for, collecting mountains of data won’t yield a grain of insight. This non-technical guide shows you how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results.

Authors Lutz Finger and Soumitra Dutta originally devised this system to help governments and NGOs sift through volumes of data. With this book, these two experts provide business managers and analysts with a high-level overview of the Ask-Measure-Learn system, and demonstrate specific ways to apply social media analytics to marketing, sales, public relations, and customer management, using examples and case studies.

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Editorial Reviews

About the Author

LUTZ FINGER, a director at LinkedIn, is an authority on social media and text analytics. He’s also co-founder and former CEO of Fisheye Analytics, a media data-mining company whose products support governments and various NGOs, such as the Organisation for Economic Co-operation and Development (OECD) and the International Olympic Committee, which was acquired by the WPP group.

Lutz is a highly regarded technology executive who built a sales center for Dell Europe as well as an incubator for mobile applications at Ericsson. He is a popular public speaker on business analytics and serves as an advisor and board member at several data-centric corporations in Europe and the US. He has an MBA from INSEAD as well as an MS in quantum physics from TU Berlin (Germany).

SOUMITRA DUTTA, an authority on the impact of new technology on business, is the dean of the Samuel Curtis Johnson Graduate School of Management at Cornell University. Previously he was a Professorat INSEAD, a leading graduate business school. He is also co-founder and former Chairman of Fisheye Analytics.

Product details

Publisher ‏ : ‎ O'Reilly Media; 1st edition (February 25, 2014)
Language ‏ : ‎ English
Paperback ‏ : ‎ 338 pages
ISBN-10 ‏ : ‎ 1449336752
ISBN-13 ‏ : ‎ 978-1449336752
Item Weight ‏ : ‎ 1.02 pounds
Dimensions ‏ : ‎ 6 x 0.77 x 9 inches

Best Sellers Rank: #1,609,460 in Books (See Top 100 in Books)
- #4,529 in Strategic Business Planning
- #4,576 in Business Decision Making
- #4,918 in Decision-Making & Problem Solving

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Lutz Finger
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LUTZ FINGER is Data Scientist in residence at Cornell University and author of the book “Ask Measure Learn”. He is an authority on data analytics and teaches at Harvard Business School a course about Data Driven Thinking. As director at LinkedIn he oversees internal data products as well as LinkedIn’s Economic Graph Challenge.
Lutz is a highly regarded technology executive and a popular public speaker on business analytics. As co-founder and former CEO of Fisheye Analytics, a media data-mining company, he supported governments and NGOs with data insights. Fisheye Analytics was acquired by the WPP group.
He serves as an advisor at several data-centric corporations in the United States and publishes a Forbes Column. He has an MBA from INSEAD, as well as an MS in quantum physics from TU Berlin (Germany).
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Soumitra Dutta
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Discover more of the author’s books, see similar authors, read author blogs and more
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as issues such as changing usage of social media over time and different regional adoption rates can make what otherwise seems l

Reviewed in the United States on August 8, 2014

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Even as someone a bit outside the social media analytics world (albeit with a data science background), this was still a fascinating read. The complexities involved in analyzing seemingly "simple" data from social media sources is clearly explained in a way that both experts and novices can appreciate. The authors' experience was illuminating, as issues such as changing usage of social media over time and different regional adoption rates can make what otherwise seems like a straightforward problem into one with intricate details, equal parts art and science.

If you're just starting in the field of social media analytics this book is invaluable. While it doesn't go into details on the exact algorithms you should use (there are plenty of books on that topic), it confronts the far more pressing problems of what questions to ask and what data you need. Strongly recommend

One person found this helpful

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Zennon

A great read for anyone thinking about a new big data analysis strategy or reviewing a current under performing one.

Reviewed in the United States on June 26, 2014

Verified Purchase

I have a small business and we use social media, but admittedly not as effectively as we could - it was more of an afterthought, than a core strategy. I bought Ask, Measure, Learn to get a better look at how to step back and review what we were doing. The book cuts through all the hype and 'social media for dummies' and helps you identify and focus on the key metrics and measurements that are right for your division and functional role that can be used with any social media (or big data) tools.

It's too early to tell if the changes will be effective in financial ROI, but it has made me much more comfortable in our social media strategy and certainly has helped turn the 'art of using data' into the 'science of using data'.

One person found this helpful

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Pat Edwards

Five Stars

Reviewed in the United States on July 19, 2017

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Thank You

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Keith

Prioritising wisdom in the data discussion

Reviewed in the United States on May 31, 2015

Verified Purchase

accessible, insightful and an antidote to the hype in this space.

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Thorough and Interesting Look at Social Media Analytics

Reviewed in the United States on April 6, 2014

Vine Customer Review of Free Product( What's this? )

This book looks at a number of uses of social media:
* Marketing
* Sales
* Public Relations
* Customer Care
* Market Research

It also has chapters on Gaming the System (hacking, bots, and manipulating data) and Predictions.

For each of these topics, the book does a good job of mythbusting, dispelling claims like, "Social media is free" and the idea that automatic tools can measure sentiment in social media accurately. Current methods of collecting, analyzing, and using social media data are described and discussed. Case studies and examples, both well-known and personal to the authors, are included.

Most chapters end with a "Workbook" section. These sections consist of questions to guide readers in examining their own companies' use of social media. Some are clearly useful for that purpose, such as "What are good metrics to differentiate your customers?" while others seem more academic, such as, "Have you experienced troll comments? What are their characteristics? Could one automate their detection? If so, how?" The questions that struck me as more suited to the classroom might in fact be perfect for enterprise-level companies. On the other hand, workbook questions are often followed by more open-ended questions and an invitation to come talk -- via social media -- about these questions with the authors.

At the end of the book there is a section called, "Build Your Own Ask/Measure/Learn" with three chapters:
* Ask the Right Question
* Use the Right Data
* Define the Right Measurement

There are many open-ended discussions, examples of cases in which a company or individual had a great success or epic fail in social media with no relation to analytics, and quite a bit of speculation. This makes the book an interesting read and it should help spark discussion in a relatively new and fast-paced field.

4 people found this helpful

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Chen Sun

Heads above other social media books

Reviewed in the United States on May 1, 2014

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Over the past 18 months, I’ve read over 15 social media marketing books. Most essentially offer a methodology of social media marketing, and nearly none offer tight analysis and extensive serious research.

This book is a quantum leap in social media marketing books. It is a textbook-quality book that is easy to read. In just the first two chapters, I learned more about social media marketing than all the dozen of other books I’ve read.

Written by Twitter’s analytics director and a Cornell U professor, the quality of their research and insights are far above my other books.
For example, most other books are about how to become a major influencer to then establish branding and reach to then sell something. Instead, authors points out that the more important commerce measures are purchase intent and trust, factors rarely mentioned in other books. Other books are about influencers’ reach and brand; this book is about group common characteristics and bonding (homophily) helpng in sales and about closing sales through AIDA (attention-interest-desire-action). Other books are about anecdotal stories, this book is about research and unexpected marketing results.

I had found it difficult to translate number of followers, re-tweets, subscribers and endless other social media metrics to sales. This book helps in that undersanding. The best social media marketing book I’ve read.

One person found this helpful

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Top reviews from other countries

TimoV

Sorting out the "big data buzz" with great insights

Reviewed in Germany on March 16, 2014

Verified Purchase

I was leading one of the top e-commerce sites in Europe, having been confronted with big data "buzz" every day. Big Data and Social Media are often overused words in e-retail these times. This book draws a good distinction between why businesses should measure data and what to get out of it. Especially the marketing and sales chapter is a real help for any online business manager.

A fascinating chapter was the one on skewing measurements and businesses try to skew measurements in automated means. I wish the authors had brought here even more examples.

Overall a very good book.

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Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior 1st Edition

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Lutz Finger

Soumitra Dutta

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