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Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Scott Monty].

By: Contributor(s): Material type: TextTextPublication details: Indianapolis, Ind. : Que, c2013.Description: xvii, 364 p. : ill. ; 23 cmISBN:
  • 9780789750303 (pbk.)
  • 0789750309 (pbk.)
Subject(s): DDC classification:
  • 658.87 23
LOC classification:
  • HF 5415.1265 H487d 2013
Contents:
Understanding the digital media landscape -- Understanding digital analytics concepts -- Picking the tools of the trade -- Tools : social media listening -- Tools : search analytics -- Tools : audience analysis -- Tools : content analysis -- Tools : engagement analysis -- Understanding digital influence -- Developing your social media listening program -- How to use listening to inform marketing programs -- Using online data to anticipate a crisis -- Improving customer service -- Launchinga new product -- Formulating your research plan -- Making reports easy to undestand and communicate -- Search analysis -- ROI = return on investment -- Creating the best-practice measurement scorecard -- Mobile analytics : how mobile is different than other digital channels -- Social CRM -- The future of digital data : business intelligence.
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Holdings
Item type Current library Home library Collection Shelving location Call number Vol info Copy number Status Date due Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HF 5415.1265 H487d 2013 (Browse shelf(Opens below)) 1 1 Available 00000111572

Includes index.

Understanding the digital media landscape -- Understanding digital analytics concepts -- Picking the tools of the trade -- Tools : social media listening -- Tools : search analytics -- Tools : audience analysis -- Tools : content analysis -- Tools : engagement analysis -- Understanding digital influence -- Developing your social media listening program -- How to use listening to inform marketing programs -- Using online data to anticipate a crisis -- Improving customer service -- Launchinga new product -- Formulating your research plan -- Making reports easy to undestand and communicate -- Search analysis -- ROI = return on investment -- Creating the best-practice measurement scorecard -- Mobile analytics : how mobile is different than other digital channels -- Social CRM -- The future of digital data : business intelligence.

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