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

By Chuck Hemann, Ken Burbary

Published by Que

Published Date: Apr 11, 2013

Description

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

 

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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ISBN-10: 0-13-315095-X

ISBN-13: 978-0-13-315095-7

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