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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

Overview

Distill 100%?Usable Max-Profit Knowledge from Your Digital Data. Do It Now!

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...

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Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

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Overview

Distill 100%–Usable Max-Profit Knowledge from Your Digital Data. Do It Now!

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 CRM to social media marketing!

• Prioritize—because you can’t measure, listen to, and analyze everything

• Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors

• Measure real social media ROI: sales, leads, and customer satisfaction

• Track the performance of all paid, earned, and owned social media channels

• Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR

• Start optimizing web and social content in real time

• Implement advanced tools, processes, and algorithms for accurately measuring influence

• Integrate paid and social data to drive more value from both

• Make the most of surveys, focus groups, and offline research synergies

• Focus new marketing and social media investments where they’ll deliver the most value

Foreword by Scott Monty

Global Head of Social Media, Ford Motor Company

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Product Details

  • ISBN-13: 9780789750303
  • Publisher: Que
  • Publication date: 4/29/2013
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 364
  • Sales rank: 568,773
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Meet the Author

Chuck Hemann, Director of Analytics for WCG, has spent the last eight years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously VP of Digital Analytics for Edelman Digital and VP of Digital Strategy and Analytics for Ogilvy Public Relations. He has worked with global brands from Intel to General Mills to Pfizer.

Ken Burbary, Chief Digital Officer at Interpublic’s Campbell Ewald, has 16 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.

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Table of Contents

1 Understanding the Digital Media Landscape 1

Digital Media Types 2

Paid Media 3

Owned Media 6

2 Understanding Digital Analytics Concepts 13

Starting at the Top 14

Determining Your Owned and Earned Social Metrics 15

Owned Social Metrics 15

Earned Social Media Metrics 21

Demystifying Web Data 22

Searching for the Right Metrics 23

Paid Searches 24

Organic Searches 25

Aligning Digital and Traditional Analytics 26

Primary Research 26

Traditional Media Monitoring 27

Traditional CRM Data 28

Bringing It All Together 28

The Reporting Time Line 28

The Reporting Template 29

Different Strokes for Different Folks 29

3 Picking the Tools of the Trade 31

Identifying a Social Media Listening Tool 32

Data Capture 33

Spam Prevention 34

Integration with Other Data Sources 34

Cost 34

Mobile Capability 35

API Access 35

Consistent User Interface 36

Workflow Functionality 36

Historical Data 36

Understanding Social Media Engagement Software 37

Easy-to-Navigate User Interface 38

Reliability 39

Robust Analytics Dashboards 39

Beware of the Black Box Algorithm 40

Mobility 40

CRM Hooks 40

Social Governance 40

Monitoring Platform Integration 41

Purchasing Social Media Engagement Tools 41

Who Decides Which Tool to Buy? 41

Which Tools Should You Evaluate? 42

How Do You Manage Growth? 43

How do you Establish a Long-Term Partnership with Your Listening Provider? 43

Conclusion 43

4 Tools: Social Media Listening 45

Social Media Listening Evolution 46

Social Media Listening in the Present Day 51

Understanding Sysomos 52

Radian6’s Effect on the Marketing Community 55

The Best of the Rest 59

International Listening: The New Frontier 63

What’s Next for Social Media Listening? 63

5 Tools: Search Analytics 65

Understanding the Basics of Search 66

Search Analytics Use Cases 67

Free Tools for Collecting Insights Through Search Data 69

Google Trends 69

YouTube Trends 72

The Google AdWords Keyword Tool 76

Yahoo! Clues 78

Paid Tools for Collecting Insights Through Search Data 80

The BrightEdge SEO Platform 81

Wrapping up Search Analytics 83

6 Tools: Audience Analysis 85

What Is Audience Analysis? 86

Audience Analysis Use Cases 87

Digital Strategy 88

Content Strategy 88

Engagement Strategy 89

Search Engine Optimization 89

Content Optimization 89

User Experience Design 89

Audience Segmentation 90

Audience Analysis Tool Types 90

Additional Audience Analysis Techniques 94

Conversation Typing 94

Event Triggers 95

7 Tools: Content Analysis 97

Content Audits 99

Content Audit Checklist 100

Real-Time Analytics 102

Optimizing Content Distribution 106

Analyzing Content Consumption 108

Learning Agendas 109

Classifying Results for Content Analysis 110

8 Tools: Engagement Analysis 113

Introducing SMES 115

Using Robust Analytics Dashboards 117

Scheduling Content 118

Posting to All Major Social Media Networks 119

Uploading Multimedia Content 120

Geo-Targeting Posts 120

Post Tagging 120

Using an SMES Tool for a Small to Medium-Size Business 121

HootSuite 121

Argyle Social 122

Understanding the Enterprise SMES Landscape 123

Spredfast 124

Wildfire 125

Sprinklr 127

Vitrue 130

Buddy Media 131

The Future of SMES Tools 132

9 Understanding Digital Influence 135

Understanding the Reality of Digital Influence 136

The “Tipping Point” Phenomenon 137

The Community Rules Phenomenon 138

Developing a Modern-Day Media List 139

Using the Tools of the Trade 141

Klout 141

PeerIndex 147

Online Versus Offline Influence 151

Using the Influencer List 151

10 Developing Your Social Media Listening Program 155

How Other Companies Are Listening Today 156

Using Listening Data for Program Planning 156

Utilizing Listening Data for Ongoing, Proactive Communications 158

Understanding What Listening Can Do 160

Real-Time Content Development 161

Developing Better Relationships with Customers 162

Gaining Product Knowledge Through Listening 163

Marketing Through Conversation 163

Gathering Business Intelligence 164

Implementing Your Listening Program 165

Sharpening Your Listening Weapon 166

Developing Your Training Program 166

Setting Up a Reporting Template 168

Responding to Online Conversations 169

11 How to Use Listening to Inform Marketing Programs 171

Understanding the Conversation Audit 173

Scoping the Conversation Audit 174

Elements of a Conversation Audit 176

Fitting the Conversation Audit into the Program Planning Continuum 178

Identifying Online Influencers 179

Conducting Social Brand Benchmarking 182

Conclusion 185

12 Using Online Data to Anticipate a Crisis 187

Developing a Modern-Day Issues Management Plan 188

Identifying Known Issues 190

Listing the Known Issues 190

Knowing the Share of Conversation Online 191

Knowing Profile Pro and Con Influencers 193

Briefing and Getting to Know the Influencers 193

Placing the Right Content 193

Knowing the Positive and Negative Words 194

Tagging the Right Words 195

Crisis Day Monitoring and Ongoing Reporting 196

Dealing with the Issue Hitting 196

Developing Your Content Plan 197

Developing Your Reporting Plan and Reporting Cadence 198

Correcting the History After a Crisis Is Over 200

Evaluating Your Preliminary Research 201

Identifying Key Third Parties and a Content

Syndication Plan 201

13 Improving Customer Service 203

The Social Customer Service Conflict 206

Understanding the Customer 207

Understanding Customer Intent 208

Personalizing the Customer Experience 209

Social Customer Service Models 209

The Ad Hoc Stage of Customer Service 209

The Limited Stage of Customer Service 210

The Formal Stage of Customer Service 210

Delta Air Lines 210

14 Launching a New Product 217

General Overview of the Product Lifecycle 218

The Product Lifecycle Introduction Phase 220

What Is the Consumer Reaction to Product X? 222

What Are the Consumer Concerns About Product X? 223

What Are the Consumer’s Unmet Needs? 224

The Product Lifecycle Growth Phase 224

What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated? 226

Who Are the Influencers in the Product X Conversation? 227

What Is the Consumer Reaction to Retail/Promotions for Product X? 227

The Product Lifecycle Maturity Phase 228

What Consumer Trends and Preferences Have Emerged Around Product X Use? 230

What Related Products Do Consumers Show Interest In? 231

Conclusion 231

15 Formulating Your Research Plan 233

Developing Your Source List 234

Identifying Data Sources 235

Picking the Channels for Analysis 236

Identifying Search and Source Languages 237

Nailing Down the Research Methods 238

Developing a Hypothesis 239

Time Frame for Analysis 241

Identifying the Project Team 242

Determining the Depth of Analysis 243

Building the Coding Framework 244

Taking a Sentiment Approach 245

Filtering Spam and Bots 246

16 Making Reports Easy to Understand and Communicate 247

Constructing Reports 248

Building a Report from Back to Front 249

Ensuring That You Have a Reasonable Hypothesis 251

Focusing on the Five Ws 252

Formatting Reports 253

Understanding Your Report Time Frame 254

Delivering a Report 255

Understanding Report Use Cases 256

The Executive-Level Use Case 257

The Management-Level Use Case 258

The Analyst-Level Use Case 259

Building a Central Repository of Information 260

Command Centers 260

Web-Based Applications 262

17 Search Analysis 265

Search Analytics for Digital Strategy 268

Search Analytics for Content Strategy and Planning 272

Search Analytics for Paid Advertising 273

18 ROI = Return on Investment 275

Defining ROI 276

Return on Engagement (ROE) 277

Return on Influence 278

Return on Experience 280

Properly Tracking ROI 280

Understanding the Top-Down Revenue Measurement Approaches 281

Utilizing Bottom-Up Measurement Models 284

19 Creating the Best-Practice Measurement Scorecard 289

Understanding Measurement Fundamentals 290

Conducting Benchmark Research 291

Strategy Development 293

Tactical Elements 294

Measurement Practices 295

Developing Your Measurement Reporting Cadence 297

Annual Reporting 298

Quarterly Reporting 299

Monthly Reporting 302

Daily/Hourly Reporting 302

20 Mobile Analytics: How Mobile Is Different than Other Digital Channels 305

Understanding the Current Mobile Market Landscape 307

Growth in Smartphone Adoption 307

The Battle Between iOS and Android 309

The Explosion of Global Mobile Web Traffic 311

The Introduction of Mobile Advertising 312

Identifying What Is Next for Mobile Marketing 314

Increased Use of Apple Passbook 315

Improvements in Facebook’s Mobile Functionality 316

Expansion of Location-Based Technologies 317

Increased Strength of Mobile Measurement 318

The Current State of Measuring Mobile

Marketing Activities 318

Mobile Device Reporting 319

Audience/Visitor Metrics 319

Mobile App Performance 320

The Future State of Measuring Mobile Marketing Activities 321

21 Social CRM 323

Defining Social CRM 325

Rolling Out a Social CRM Initiative 326

Identifying a Social CRM Solution 331

Batchbook from BatchBlue 331

The Jive Social Business Platform 332

The Lithium Social Customer Suite 332

The Meltwater Buzz Engage Module 333

Nimble 334

SugarCRM 334

Analyzing the Future of Social CRM 334

22 The Future of Digital Data: Business Intelligence 337

Watching How the Digital Analytics Disciplines Evolve 339

Predicting the Future of Social Media Listening 339

Diving into Search Analytics 341

Looking into the Audience Analysis Crystal Ball 342

Forecasting the Content Analysis of the Future 343

Extrapolating the Path of Engagement Analytics 345

Knowing the Influencer Analysis Landscape 346

Understanding Where Digital Analytics Goes from Here 347

Bridging the Analytics Talent Gap 347

Housing Your Customer Data 350

Index 353

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