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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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From the Author
- 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
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.
Top Customer Reviews
The book was two-thirds about social media tools and capabilities, with a few pages devoted to digital analytics tools, and maybe one-third about actually taking advantage of marketing analytics. This one-third was very top level, with lots of fluff and fat. I didn't find it very useful at all.
I can usually judge how useful I find a book by how many pages I dog-ear throughout, and this one only had 2-3 pages that I thought were useful enough to mark. Although it was an easy read, it would probably only be useful for someone who knew nothing about social media or digital analytics, but even then, don't expect to get much out of it on the digital analytics front.
If you're new to digital media, or your business hasn't dived into it yet, this book is a great starting point.
|Length: 1:56 Mins|
While the term textbook typically brings back thoughts of college classes, I will call Digital Marketing Analytics a textbook that should be owned by any digital pro or aspiring digital pro still in the college ranks. These guys have won a spot on my desk alongside other reference books.
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 ›
Most Recent Customer Reviews
Really focuses a lot on social media, which wasn't the main reason that I bought this book.Published 15 months ago by Adam
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. Read morePublished on February 16, 2014 by Mehran
I agree with another one star review. This is a terrible book. I work in this field at a digital marketing agency.Published on December 20, 2013 by AA
What I read of this book I loved. I have a 4 month old yellow lab puppy. He thought there was alot of good content too. I can nolonger read this book accurately. Read morePublished on September 21, 2013 by ben morrill
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... Read morePublished on July 30, 2013 by Alan Smith
Fellow marketers and execs, if you need some weekend reading to stay ahead of the game, I highly recommend this book on analytics. Read morePublished on July 26, 2013 by ebad
This book is filled with detailed how-to's, even walking you through a spreadsheet from time to time. Read morePublished on July 22, 2013 by Amazon customer