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



PAPERBACK by Hemann, Chuck; Burbary, Ken


384 pages
25 APR 2013


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


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