From nthenLibrarynof nNicknRobinson
,Digital Marketing Analytics:
n n
Making Sense of Consumer Data
n n n n n
in a Digital World
n n n
CHUCK HEMANN KE n n
N BURBARYn
From nthe nLibrarynof nNicknRobinson
,Digital Marketing Analytics
n n
Editor-in-Chief
Copyright n©n2013 nby nQuenPublishing
GregnWiegand
Alln rights n reserved. nNo npartnof nthisn bookn shallnbenreproduced, nstored ni
Senior nAcquisitions n Editor
n n an retrievaln system,nor ntransmitted nby nanyn means,n electronic, n mechan
i- n cal,n photocopying, n recording, n or n otherwise,n withoutn written npermis- Katherinen Bull
n sion n from nthenpublisher. n Non patentn liability nis nassumedn with nrespectnt
TechnicalnEditor
o n then usen of nthen information ncontained nherein.nAlthough n every nprecau
Don n Martelli
-
n tion n has n been ntaken nin n then preparationn of nthis nbook, nthenpublishernand
DevelopmentnEditor
n author n assumenno nresponsibility n forn errorsnor nomissions.n Norn isn any nl
Charlotten Kughen
iability n assumed n for ndamages nresultingn fromn then usen of n then informa-
n tion n contained n herein. Managing nEditor
ISBN-13:n 978-0-7897-5030-3 Kristy n Hart
ISBN-10:n 0-7897-5030-9
ProjectnEditor
Libraryn ofn Congressn Cataloging-in-Publication n Data n isn on n file. Andy n Beaster
Printed n in n then United nStates nof n American Copy nEditor
Firstn Printing:n Apriln 2013 Kitty n Wilson
Trademarks Indexer
Lisan Stumpf
Alln terms n mentionedn in n this n book n thatn aren known n to n ben trademark
s norn servicenmarksn havenbeenn appropriatelyn capitalized.n Quen Publishi Proofreader
ng Jess n DeGabriele
cannotn attestn ton then accuracy nof n thisn information.n Usen of n an termn inn thi
s nbook nshouldn notnbenregarded n asn affectingn thenvalidity nofn anyn tradem Publishing nCoordinator
ark n or n servicen mark. Cindy n Teeters
WarningnandnDisclaimer Cover nDesigner
Every n effortn hasnbeen nmadento nmakenthisn bookn asn completenand nas n ac Annen Jones
curaten as n possible, nbutn non warranty n or n fitness n is n implied.n Then infor-
n mation n providedn isn on nan n“as nis”nbasis. nThenauthorsn and nthen publishe
Senior nCompos itor
r n shalln haven neither nliability n nor nresponsibility n ton any nperson norn entity Glorian Schurick
n with n respectn to nany nloss nor ndamages n arisingn from nthen information n co
QuenBiz-
n-
n tained n in n this nbook nor nfrom nthen usenofn thenprograms naccompanyingn it
Tech nEditorialnBoard
. Michaeln Briton J
ason n Fallsn Reb
BulknSales eccan Lieb n Simo
Quen Publishingn offersn excellentn discountsn onn this nbook n when nordere n n Saltn Peter nSh
d n inn quantity nforn bulkn purchasesn orn specialnsales.n Forn moren informati ankman
on,n pleasen contact
U.S.nCorporatenandnGovernment nSale
sn1-800-382-3419
For nsales noutsidenof nthenU.S.,npleasencontact
InternationalnSalesninterna
From nthe nLibrarynof nNicknRobinson
, CONTENTS AT A GLANCE n n n
1 Understandingn then Digitaln Median Landscape................................. 1
2 Understandingn Digitaln Analytics n Concepts .................................. 13
3 Pickingn then Tools n ofn then Trade..................................................... 31
4 Tools:nSocialnMedian Listening ...................................................... 45
5 Tools:nSearchnAnalytics ................................................................ 65
6 Tools:n Audiencen Analysis ............................................................. 85
7 Tools:n Contentn Analysis ............................................................... 97
8 Tools:n Engagementn Analysis ...................................................... 113
9 Understandingn Digitaln Influence ................................................ 135
10 DevelopingnYourn SocialnMedian ListeningnProgram.................... 155
11 How n ton Usen Listeningn ton Informn Marketingn Programs .............. 171
12 Usingn Onlinen Datan ton Anticipaten an Crisis .................................. 187
13 Improvingn Customern Service..................................................... 203
14 Launchingn an Newn Product .......................................................... 217
15 Formulatingn Yourn Researchn Plan............................................... 233
16 Makingn Reports n Easyn ton Understandn andnCommunicate ........... 247
17 SearchnAnalysis .......................................................................... 265
18 ROIn =n Returnn onn Investment...................................................... 275
19 Creatingn then Best-Practicen Measurementn Scorecard .................. 289
20 MobilenAnalytics:n HownMobilen IsnDifferentn thannOther
DigitalnChannels ...................................................................... 305
21 Socialn CRM................................................................................. 323
22 Then Futuren ofnDigitaln Data:n Business nIntelligence ..................... 337
Index........................................................................................... 353
From nthe nLibrarynof nNicknRobinson
,Digital Marketing Analytics:
n n
Making Sense of Consumer Data
n n n n n
in a Digital World
n n n
CHUCK HEMANN KE n n
N BURBARYn
From nthe nLibrarynof nNicknRobinson
,Digital Marketing Analytics
n n
Editor-in-Chief
Copyright n©n2013 nby nQuenPublishing
GregnWiegand
Alln rights n reserved. nNo npartnof nthisn bookn shallnbenreproduced, nstored ni
Senior nAcquisitions n Editor
n n an retrievaln system,nor ntransmitted nby nanyn means,n electronic, n mechan
i- n cal,n photocopying, n recording, n or n otherwise,n withoutn written npermis- Katherinen Bull
n sion n from nthenpublisher. n Non patentn liability nis nassumedn with nrespectnt
TechnicalnEditor
o n then usen of nthen information ncontained nherein.nAlthough n every nprecau
Don n Martelli
-
n tion n has n been ntaken nin n then preparationn of nthis nbook, nthenpublishernand
DevelopmentnEditor
n author n assumenno nresponsibility n forn errorsnor nomissions.n Norn isn any nl
Charlotten Kughen
iability n assumed n for ndamages nresultingn fromn then usen of n then informa-
n tion n contained n herein. Managing nEditor
ISBN-13:n 978-0-7897-5030-3 Kristy n Hart
ISBN-10:n 0-7897-5030-9
ProjectnEditor
Libraryn ofn Congressn Cataloging-in-Publication n Data n isn on n file. Andy n Beaster
Printed n in n then United nStates nof n American Copy nEditor
Firstn Printing:n Apriln 2013 Kitty n Wilson
Trademarks Indexer
Lisan Stumpf
Alln terms n mentionedn in n this n book n thatn aren known n to n ben trademark
s norn servicenmarksn havenbeenn appropriatelyn capitalized.n Quen Publishi Proofreader
ng Jess n DeGabriele
cannotn attestn ton then accuracy nof n thisn information.n Usen of n an termn inn thi
s nbook nshouldn notnbenregarded n asn affectingn thenvalidity nofn anyn tradem Publishing nCoordinator
ark n or n servicen mark. Cindy n Teeters
WarningnandnDisclaimer Cover nDesigner
Every n effortn hasnbeen nmadento nmakenthisn bookn asn completenand nas n ac Annen Jones
curaten as n possible, nbutn non warranty n or n fitness n is n implied.n Then infor-
n mation n providedn isn on nan n“as nis”nbasis. nThenauthorsn and nthen publishe
Senior nCompos itor
r n shalln haven neither nliability n nor nresponsibility n ton any nperson norn entity Glorian Schurick
n with n respectn to nany nloss nor ndamages n arisingn from nthen information n co
QuenBiz-
n-
n tained n in n this nbook nor nfrom nthen usenofn thenprograms naccompanyingn it
Tech nEditorialnBoard
. Michaeln Briton J
ason n Fallsn Reb
BulknSales eccan Lieb n Simo
Quen Publishingn offersn excellentn discountsn onn this nbook n when nordere n n Saltn Peter nSh
d n inn quantity nforn bulkn purchasesn orn specialnsales.n Forn moren informati ankman
on,n pleasen contact
U.S.nCorporatenandnGovernment nSale
sn1-800-382-3419
For nsales noutsidenof nthenU.S.,npleasencontact
InternationalnSalesninterna
From nthe nLibrarynof nNicknRobinson
, CONTENTS AT A GLANCE n n n
1 Understandingn then Digitaln Median Landscape................................. 1
2 Understandingn Digitaln Analytics n Concepts .................................. 13
3 Pickingn then Tools n ofn then Trade..................................................... 31
4 Tools:nSocialnMedian Listening ...................................................... 45
5 Tools:nSearchnAnalytics ................................................................ 65
6 Tools:n Audiencen Analysis ............................................................. 85
7 Tools:n Contentn Analysis ............................................................... 97
8 Tools:n Engagementn Analysis ...................................................... 113
9 Understandingn Digitaln Influence ................................................ 135
10 DevelopingnYourn SocialnMedian ListeningnProgram.................... 155
11 How n ton Usen Listeningn ton Informn Marketingn Programs .............. 171
12 Usingn Onlinen Datan ton Anticipaten an Crisis .................................. 187
13 Improvingn Customern Service..................................................... 203
14 Launchingn an Newn Product .......................................................... 217
15 Formulatingn Yourn Researchn Plan............................................... 233
16 Makingn Reports n Easyn ton Understandn andnCommunicate ........... 247
17 SearchnAnalysis .......................................................................... 265
18 ROIn =n Returnn onn Investment...................................................... 275
19 Creatingn then Best-Practicen Measurementn Scorecard .................. 289
20 MobilenAnalytics:n HownMobilen IsnDifferentn thannOther
DigitalnChannels ...................................................................... 305
21 Socialn CRM................................................................................. 323
22 Then Futuren ofnDigitaln Data:n Business nIntelligence ..................... 337
Index........................................................................................... 353
From nthe nLibrarynof nNicknRobinson
