Summary of Digital Marketing Analytics

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Analytics professionals Chuck Hemann and Ken Burbary offer an exhaustive guide to “digital marketing analytics” in public relations and marketing. Managers in other areas, such as product management or customer service, can also learn a lot from this report about the insights analytics provide about customers and their preferences. For the best results, go beyond using digital data for marketing only and call on it to improve customer service and product launches, and to anticipate and counter potential crises. Because so few companies are taking digital marketing analytics seriously, early adoption can grant you a significant edge over your competition. However, you’ll need to define your goals, and invest in selecting the right tools and the right people. This manual’s scope and depth has advantages and disadvantages. If you plan to launch a digital marketing program, it will be useful in that it starts with the basics and drills into details on a variety of subjects. However, while it works as a manual, the text does not lend itself to easy reading. getAbstract recommends it to marketing and public relations professionals and to other managers who want to capitalize on insights from digital marketing analytics.

About the Authors

Chuck Hemann is the director of analytics for WCG. Ken Burbary is the chief digital officer at Interpublic’s Campbell Ewald.

 

Summary

A Wealth of Digital Data

Marketers can mine data from many digital media formats and channels using a wealth of available tools. For a decade beginning in the mid-’90s, the most widely used forms of digital media were “paid media” and “owned media.” You purchase and use paid media, like Google AdWords or DoubleClick banner ads. Owned media are, for instance, your company’s website or email marketing. The growth of “earned media”– social media outlines such as Facebook and Twitter, where customers provide in-depth information about their behavior and preferences – has galvanized marketing.

Marketing and public relations professionals must focus and set targets. To avoid being swamped with unnecessary information, determine why you need a particular kind of data. What aspects of “customer behavior” do you seek to change, by what magnitude and in what time span?

“Social Metrics”

Analysts work with two broad categories of social metrics. The first, “owned social metrics,” are social media channels you manage; the second, “earned social metrics,” are discussions about your company in social media channels that are beyond your control. For example, “share...


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