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Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why! Good news: neither have your competitors. It's hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing!
Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why! Good news: neither have your competitors. It's hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing!
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.
- Chapter 1 Understanding the Synergetic Digital Ecosystem
- Chapter 2 Understanding Digital Analytics Concepts
- Chapter 3 Choosing Your Analytics Tools
- Chapter 4 Digital Analysis: Brand
- Chapter 5 Digital Analysis: Audience
- Chapter 6 Digital Analysis: Ecosystem
- Chapter 7 Return on Investment
- Chapter 8 Understanding Digital Influence
- Chapter 9 How to Use Digital Analytics to Inform Marketing Programs
- Chapter 10 Improving Customer Service
- Chapter 11 Using Digital Analytics to Anticipate a Crisis
- Chapter 12 Launching a New Product
- Chapter 13 Building Your Research Plan
- Chapter 14 Building Reports that Will Actually Be Useful
- Chapter 15 The Future of Digital Data
| Erscheinungsjahr: | 2018 |
|---|---|
| Fachbereich: | Einzelne Wirtschaftszweige |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780789759603 |
| ISBN-10: | 0789759608 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Hemann, Chuck
Burbary, Ken |
| Auflage: | 2nd edition |
| Hersteller: | Pearson Education |
| Maße: | 231 x 154 x 17 mm |
| Von/Mit: | Chuck Hemann (u. a.) |
| Erscheinungsdatum: | 09.05.2018 |
| Gewicht: | 0,383 kg |
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.
- Chapter 1 Understanding the Synergetic Digital Ecosystem
- Chapter 2 Understanding Digital Analytics Concepts
- Chapter 3 Choosing Your Analytics Tools
- Chapter 4 Digital Analysis: Brand
- Chapter 5 Digital Analysis: Audience
- Chapter 6 Digital Analysis: Ecosystem
- Chapter 7 Return on Investment
- Chapter 8 Understanding Digital Influence
- Chapter 9 How to Use Digital Analytics to Inform Marketing Programs
- Chapter 10 Improving Customer Service
- Chapter 11 Using Digital Analytics to Anticipate a Crisis
- Chapter 12 Launching a New Product
- Chapter 13 Building Your Research Plan
- Chapter 14 Building Reports that Will Actually Be Useful
- Chapter 15 The Future of Digital Data
| Erscheinungsjahr: | 2018 |
|---|---|
| Fachbereich: | Einzelne Wirtschaftszweige |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780789759603 |
| ISBN-10: | 0789759608 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Hemann, Chuck
Burbary, Ken |
| Auflage: | 2nd edition |
| Hersteller: | Pearson Education |
| Maße: | 231 x 154 x 17 mm |
| Von/Mit: | Chuck Hemann (u. a.) |
| Erscheinungsdatum: | 09.05.2018 |
| Gewicht: | 0,383 kg |
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