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

4.2 out of 5 stars 26 customer reviews

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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: 6 x 0.9 x 9 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #523,626 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

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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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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I am an intermediate-level (read: 3-4 years experience) digital analyst and I ordered this book to try to get a better understanding of "marketing analytics," as opposed to the web analytics side, of digital analytics. I didn't expect it to be heavily quantitative or anything, but I did expect it to have some good digital marketing analytics strategy and tactic content.

It didn't.

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.
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Like many marketing scientists, I'm doing my best to keep pace with the explosion of innovation in recent years. This book is an excellent overview of Digital Marketing Analytics, which is still very new and rapidly evolving. The book is wide-ranging without being superficial. Many sources are provided for those who want to have a closer look at the new tools available or who want to explore specific topics in depth. Don't let "analytics" turn you off; this is a non-technical and very readable book, and I highly recommend it to other marketers and marketing researchers.
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Format: Kindle Edition Verified Purchase
This was a textbook for my Digital Media Metrics class and it was a really valuable supplement that broke down the details of digital analytics. It takes you through the current landscape, what specific tools are out there and how to utilize them based on principles and goals, and it gives you practical approaches to getting started.

If you're new to digital media, or your business hasn't dived into it yet, this book is a great starting point.
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Length: 1:56 Mins
Unlike many marketing and social media books from gurus, wizards or Jedis (yes people have really used that on their business cards) this book is written by two guys with a plethora of experience working with clients across the globe. Instead of writing what you can measure and how you should go about your business in the digital space, Chuck and Ken break it down into manageable segments that readers can come back to when it applies to where they are in the digital or social game.

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.
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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.
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