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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (Que Biz-Tech) Paperback – Illustrated, May 9, 2018

4.3 out of 5 stars 68 ratings

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Editorial Reviews

Review

“The first edition of this book set the bar for brands and agencies looking to understand how to analyze the impact of digital marketing. What is remarkable is that it hasn’t needed a new edition since it was published in 2013, given the pace of change in this marketplace.
“While DMA 2.0 does represent a root and branch update and moves the authors’ thinking on in significant ways—covering new platforms, new metrics, new ways of measuring—its essential common sense and no-nonsense approach remains constant. Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem. To be recommended.”
Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

“This book is more vital and important than ever. Hemann and Burbary go beyond the basics to show you precisely how to measure every element of your digital marketing. A must-read!”
Jay Baer, Founder of Convince & Convert

“While a lot of the tactics of digital marketing have changed since the first edition of this book, two things haven’t: the need to measure the right things, and my trust that Chuck and Ken have you covered, right here in the pages of this new edition. Indispensable for the modern, data-driven marketer.”
Tom Webster, Senior Vice President, Strategy and Marketing, Edison Research

About the Author

Chuck Hemann, Managing Director of Analytics/Head of Digital Analytics for W2O, has spent the past 14 years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously Global Director of Digital and Paid Media Analytics at Intel Corporation. He has worked with global brands from Intel to P&G to Verizon.

Ken Burbary, Consultant and Digital Marketing Professor at Cornell Johnson Graduate School of Management, has 20+ years of online marketing and advertising experience, including a deep background in digital and social media. He served as VP - Group Director, Strategy and Analysis at Digitas, working with global brands from American Express and Bank of America to P&G and GM.


Product details

  • Item Weight : 12.9 ounces
  • Paperback : 272 pages
  • ISBN-10 : 0789759608
  • ISBN-13 : 978-0789759603
  • Product Dimensions : 6 x 0.6 x 8.9 inches
  • Publisher : Que Publishing; 2nd Edition (May 9, 2018)
  • Language: : English
  • Customer Reviews:
    4.3 out of 5 stars 68 ratings
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