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Digital Analytics for Marketing

Digital Analytics for Marketing Author Marshall Sponder
ISBN-10 9781317278436
Release 2017-10-05
Pages 390
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This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box. Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor’s manual, test bank, and PowerPoint slides.



Digital Marketing Analytics

Digital Marketing Analytics Author Chuck Hemann
ISBN-10 9780134998657
Release 2018-04-23
Pages 272
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Distill Maximum Value 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 customer service to social media marketing! Prioritize—because you can’t measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem “Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem.” —Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data



Architecting Experience

Architecting Experience Author Scot R Wheeler
ISBN-10 9789814678438
Release 2015-12-16
Pages 280
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' In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition of context. Just as in any conversation, delivering relevance in context requires understanding the person one is speaking with and shared environment. Wheeler answers the biggest question facing digital marketers today: "with an ever expanding array of digital touch points at one's disposal, how does one deliver content and experiences around one's brand that build relationships and drives results?" The quick answer to this is "through the application of data and analytics to drive highly relevant, contextual targeted content and adaptive experience", but since this answer is not as easy to achieve as it is to say, Architecting Experience has been designed to help readers develop the understanding of marketing data, technology and analytics required to make this happen. Contents:The Foundations of PersonalizationStrategy, Technology, Science & ArtThe Applied Digital Analytics Playbook (ADAP) Part OneThe Changing World of Owned MediaEarned Media: Organic Social & SEOPaid Media AnalyticsTesting & Optimization. Marketing Automation. AttributionData Management, Models, and AlgorithmsThe Cultural and Organizational Impact of Data Readership: Suitable for postgraduate students in Digital and Direct Marketing Master''s programs and professionals in IT, Research, and Marketing. Key Features:Each chapter includes links to additional references, a set of review questions, and how-to exercisesProvides insight on a wider array of marketing technologies and perspective on how they are applied, overlap and/or complement each other in practice than any competing title, which specialize in one area of technology (e.g. dashboards and reporting, marketing automation, real-time buying)Provides education on the data-driven marketing technologies presently being utilized or adopted within digital marketing in paid, earned and owned channels such as web, social and mobile analytics, Customer Relationship Management tools, Marketing Automation systems, Data Management Platforms and Demand Side Platforms, and reveals how data should ideally flow into, out of and between these systems to make them work most effectively in creating integrated experiences for customersKeywords:Data;Analytics;Measurement;Marketing Analytics;Marketing Automation;Digital Analytics;Marketing Technology;Web Analytics;Mobile Analytics;Mobile measurement;Social Media Analytics;Media Measurement;Marketing Measurement;Marketing ROI;ROMI;Targeting;Personalization;Digital Marketing;Marketing;Experience Design;User Experience;UX'



Digital Analytics 101

Digital Analytics 101 Author April E. Wilson
ISBN-10 1541114167
Release 2016-12-13
Pages 158
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If you have a passion for marketing and analytics are are looking for practical experiences to help you learn the science behind success, Digital Analytics 101 is the book for you. It's perfect for recent graduates and recognized marketers alike and provides you with information on topics such as: marketing methodology, brand monitoring, SEM and SEO, content marketing, social media marketing and measurement, how to use surveys and research, and much more. This book has a strong emphasis on marketing analytics, plus a range of exercises, handouts, screenshots, and case studies. Once upon a time, Digital Analytics 101 was an educational agency designed to teach marketers and small to medium business owners how to measure the performance of their digital marketing. We offered live classes (usually hosted through local businesses like churches), online classes, presentations in a variety of industries (construction, digital analytics, thought leadership, church leadership, and local college and university guest lectures). We blogged and published articles for print magazines and websites like Yahoo! Small Business, Web Analytics World, and American Express OPEN. It started as a side project; a way for our experts to share what they knew with the larger community, a community that at the time was very hungry for knowledge. The business closed in 2015, but it seemed like a shame not to write a book for anyone to use. FAIR WARNING: because the internet changes faster than a teenager picking out clothes for a first date, some of the screenshots of interfaces are probably outdated. The strategy behind the course is still intact, but the way you access that information may have changed.



Digital Analytics 101

Digital Analytics 101 Author April E. Wilson
ISBN-10 9781508073918
Release 2017-04-08
Pages 178
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If you have a passion for marketing and analytics and are looking for practical experiences to help you learn the science behind success, Digital Analytics 101 is the book for you. It is perfect for recent graduates and recognized marketers alike and provides you with information on topics such as marketing methodology, brand monitoring, SEM and SEO, content marketing, social media marketing and measurement, how to use surveys and research, and much more. This book has a strong emphasis on marketing analytics, plus a range of exercises, handouts, screenshots, and case studies. Once upon a time, Digital Analytics 101 was an educational agency designed to teach marketers and small to medium business owners how to measure the performance of their digital marketing. We offered live classes (usually hosted through local businesses like churches), online classes, presentations in a variety of industries (construction, digital analytics, thought leadership, church leadership, and local college and university guest lectures). We blogged and published articles for print magazines and websites like Yahoo! Small Business, Web Analytics World, and American Express OPEN. It started as a side project; a way for our experts to share what they knew with the larger community, a community that at the time was very hungry for knowledge. The business closed in 2015, but it seemed like a shame not to write a book for anyone to use. FAIR WARNING: because the internet changes faster than a teenager picking out clothes for a first date, some of the screenshots of interfaces are probably outdated. The strategy behind the course is still intact, but the way you access that information may have changed.



Web Analytics

Web Analytics Author Avinash Kaushik
ISBN-10 9780470175057
Release 2007-07-30
Pages 480
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Web Analytics has been writing in one form or another for most of life. You can find so many inspiration from Web Analytics also informative, and entertaining. Click DOWNLOAD or Read Online button to get full Web Analytics book for free.



Essentials of Digital Marketing

Essentials of Digital Marketing Author Kathryn Waite
ISBN-10 1911396005
Release 2017-11
Pages 256
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* An engaging introduction to the essentials of digital marketing; * Examines of the challenges and issues of integrating digital content, measuring performance outcomes and understanding digital analytics; * Contains international case studies to illustrate how digital marketing is being used in various industry settings. Do you know where to start with digital marketing? This user-friendly text book provides an engaging introduction to digital marketing to help you understand of the impact of digital channels on marketing operations. It introduces the essential terms, and practices of digital marketing and applies theory to explain the rationale for choosing to use a specific approach in a given context. It provides an overview of digital marketing challenges and opportunities by defining the field, explaining the structure of digital marketing management and introducing the digital marketing mix. It explains how to use digital marketing to enhance the customer experience and how to integrate digital marketing into existing channels. It also examines new digital business models including crowd sourcing and crowd funding. Finally it examines the key performance indicators of technology acceptance, customer satisfaction and customer engagement and the choice of analytics that can be used for measuring these outcomes.



Performance Marketing with Google Analytics

Performance Marketing with Google Analytics Author Sebastian Tonkin
ISBN-10 1118076702
Release 2011-01-21
Pages 456
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An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world. The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more Discusses how to communicate with a webmaster or developer to assist with installation Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more Touches on brand tracking studies, usability research, competitive analysis, and statistical tools Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives. Foreword by Avinash Kaushik Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.



Building a Digital Analytics Organization

Building a Digital Analytics Organization Author Judah Phillips
ISBN-10 9780133372786
Release 2013
Pages 354
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Drive maximum business value from digital analytics, web analytics, site analytics, and business intelligence! In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for using it to reduce costs and increase profitable revenue throughout the business. Phillips covers everything from making the business case through defining and executing strategy, and shows how to successfully integrate analytical processes, technology, and people in all aspects of operations. This unbiased and product-independent guide is replete with examples, many based on the author's own extensive experience. Coverage includes: key concepts; focusing initiatives and strategy on business value, not technology; building an effective analytics organization; choosing the right tools (and understanding their limitations); creating processes and managing data; analyzing paid, owned, and earned digital media; performing competitive and qualitative analyses; optimizing and testing sites; implementing integrated multichannel digital analytics; targeting consumers; automating marketing processes; and preparing for the revolutionary “analytical economy.” For all business practitioners interested in analytics and business intelligence in all areas of the organization.



Cult of Analytics

Cult of Analytics Author Steve Jackson
ISBN-10 9781317561880
Release 2015-12-22
Pages 216
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Cult of Analytics enables professionals to build an analytics driven culture into their business or organization. Marketers will learn how to turn tried and tested tactics into an actionable plan to change their culture to one that uses web analytics on a day to day basis. Through use of the fictitious ACME PLC case, Steve Jackson provides working examples based on real life situations from the various companies he has worked with, such as Nokia, KONE, Rovio, Amazon, Expert, IKEA, Vodafone, and EMC. These examples will give the reader practical techniques for their own business regardless of size or situation making Cult of Analytics a must have for any would-be digital marketer. This new edition has been thoroughly updated, now including examples out of how to get the best from Google analytics, as well as ways to use social media data, big data, tag management and advanced persona segmentation to drive real value in your organisation. It's also been expanded to include exercises and new cases for students and tutors using the book as a text.



Digital Impact

Digital Impact Author Vipin Mayar
ISBN-10 9781118087749
Release 2011-05-18
Pages 256
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Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.



Measuring the Digital World

Measuring the Digital World Author Gary Angel
ISBN-10 9780134195131
Release 2015-11-20
Pages 256
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This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. The definitive guide to next generation digital measurement; Indispensable insight for building high-value digital experiences! Helps you capture the knowledge you need to deliver deep personalization at scale Reflects today’s latest insights into digital behavior and consumer psychology For every digital marketer, analyst, and executive who wants to improve performance To win at digital, you must capture the right data, quickly transform it into the right knowledge,and use them both to deliver deep personalization at scale. Conventional digital metrics simply aren’t up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers all you need to create richer, more compelling digital experiences. Angel shows how to transform “raw facts” about digital behavior into meaningful knowledge about your visitors… what they were trying to accomplish…how well you helped them… how you can personalize and optimize their digital experiences from now on… how you can use measurement to provide deep personalization at scale.



Digital Analytics

Digital Analytics Author Jumin Kamki
ISBN-10 9781946556202
Release 2017-02-07
Pages 428
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SALIENT FEATURES OF BOOK • Easy to understand language with simple real life examples. • Primarily focused on Ecommerce and Retail industry. • Stepwise explanation of very basic to the complex of the statistical analysis. • All examples are solved using R and Excel or both. • Step by Step description of Pentaho BI Implementation - ETL, Report, OLAP & Dashboard. • Comprehensive coverage of topics including Probability Theories, Operation Analytics, Digital Marketing, BI Implementation, Web Analytics, Forecasting, Customer Analytics & Optimization. Application focus on current Digital Analytics Practices.



Predictive Marketing

Predictive Marketing Author Omer Artun
ISBN-10 9781119037330
Release 2015-08-06
Pages 272
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Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.



Marketing and Sales Analytics

Marketing and Sales Analytics Author Cesar Brea
ISBN-10 9780133761719
Release 2014-05-29
Pages 256
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PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP “Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.” —Bob Bechek, Worldwide Managing Director, Bain & Company “Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.” —Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc. “Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.” —Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price “While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.” —Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this. Brea examines the experiences of 15 leaders who’ve built high-value analytics capabilities in multiple industries. Then, building on what they’ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics. You’ll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?”



Marketing Analytics

Marketing Analytics Author Wayne L. Winston
ISBN-10 9781118417300
Release 2014-01-08
Pages 720
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Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoid high-risk customers Helps you forecast sales and improve response rates for marketing campaigns Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising Covers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.



Strategic Digital Marketing Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment

Strategic Digital Marketing  Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment Author Eric Greenberg
ISBN-10 9780071819510
Release 2013-09-06
Pages 352
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THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field. With the proven techniques of Strategic Digital Marketing, you’ll be able to: Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success. These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habits of highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more. Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.