Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior

by Lutz Finger, Soumitra Dutta

Overview

You can measure practically anything in the age of social media, but if you don’t know what you’re looking for, collecting mountains of data won’t yield a grain of insight. This non-technical guide shows you how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results.

Authors Lutz Finger and Soumitra Dutta originally devised this system to help governments and NGOs sift through volumes of data. With this book, these two experts provide business managers and analysts with a high-level overview of the Ask-Measure-Learn system, and demonstrate specific ways to apply social media analytics to marketing, sales, public relations, and customer management, using examples and case studies.

Product Details

ISBN-13:	9781449336752
Publisher:	O'Reilly Media, Incorporated
Publication date:	02/14/2014
Pages:	338
Product dimensions:	6.00(w) x 8.90(h) x 0.80(d)

About the Author

LUTZ FINGER, a director at LinkedIn, is an authority on social media and text analytics. He’s also co-founder and former CEO of Fisheye Analytics, a media data-mining company whose products support governments and various NGOs, such as the Organisation for Economic Co-operation and Development (OECD) and the International Olympic Committee, which was acquired by the WPP group.

Lutz is a highly regarded technology executive who built a sales center for Dell Europe as well as an incubator for mobile applications at Ericsson. He is a popular public speaker on business analytics and serves as an advisor and board member at several data-centric corporations in Europe and the US. He has an MBA from INSEAD as well as an MS in quantum physics from TU Berlin (Germany).

SOUMITRA DUTTA, an authority on the impact of new technology on business, is the dean of the Samuel Curtis Johnson Graduate School of Management at Cornell University. Previously he was a Professorat INSEAD, a leading graduate business school. He is also co-founder and former Chairman of Fisheye Analytics.

Table of Contents

Praise for Ask, Measure, Learn;
Introduction;
The Fourth V of Data;
The Promise;
The Data Focus;
Analytics Focus;
What This Book Covers;
Safari® Books Online;
How to Contact Us;
Acknowledgments;
Media Measurement by Function;
Chapter 1: Marketing;
1.1 Marketing and Social Media: The Promise and the Reality;
1.2 Three Myths about Social Media;
1.3 Branding;
1.4 Purchase Intent;
1.5 Summary;
Chapter 2: Sales;
2.1 Introduction;
2.2 Reach Versus Intention;
2.3 Recommendation Systems;
2.4 The Technology of Recommendation Systems;
2.5 Trust, Personality, and Reason;
2.6 Summary;
Chapter 3: Public Relations;
3.1 PR Often Has No Measurable ROI;
3.2 Measuring People;
3.3 Measuring Distributing;
3.4 PR to Warn;
3.5 Summary;
Chapter 4: Customer Care;
4.1 New Voice of the Customer;
4.2 Customer Care 2.0;
4.3 Dos and Don’ts;
4.4 Is Social Customer Care the New Commodity?;
4.5 Automation and Business Intelligence;
4.6 Summary;
Chapter 5: Social CRM: Market Research;
5.1 Case Study: Customer Lifecycle;
5.2 Analytical CRM: The New Frontier;
5.3 Which Data?;
5.4 Summary;
Chapter 6: Gaming the System;
6.1 Spam and Robots;
6.2 Creating Reach;
6.3 How to Spot Bots;
6.4 Smearing Opponents;
6.5 Creating Influence and Intention;
6.6 Spreading Paid Opinions: Grassroots and Astroturfing;
6.7 Contagiousness;
6.8 The Opposite of Virality: Suppressing Messages;
6.9 Blurry Lines;
6.10 Summary;
Chapter 7: Predictions;
7.1 Predicting the Future;
7.2 Prediction of Learning;
7.3 Predicting Elections;
7.4 Predicting Box Offices;
7.5 Predicting the Stock Market;
7.6 Closing Predictions;
7.7 Workbook Questions;
Build Your Own Ask-Measure-Learn System;
Chapter 8: Ask the Right Question;
8.1 Case Study: Major Telecom Company;
8.2 Formulate the Question;
8.3 An Industry in Search of a Question;
8.4 Summary;
Chapter 9: Use the Right Data;
9.1 Which Data Is Important?;
9.2 Data Selection;
9.3 Summary;
Chapter 10: Define the Right Measurement;
10.1 Examples of Social Media Metrics;
10.2 The Risks of Metrics;
10.3 Summary;
Appendix;
All Names;
Endorsement;
Introduction;
Chapter 1, Marketing;
Chapter 2, Sales;
Chapter 3, Public Relations;
Chapter 4, Customer Care;
Chapter 5, Social CRM: Market Research;
Chapter 6, Gaming the System;
Chapter 7, Predictions;
Chapter 8, Ask the Right Question;
Chapter 9, Use the Right Data;
Chapter 10, Define the Right Measurement;
Colophon;