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PDF Ebook Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World: Making Sense of Consumer Data in a Digital World (Que Biz-Tech), by Chuck Hemann Ken Burbary
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Review
“The first edition of this book set the bar for brands and agencies looking to understand how to analyze the impact of digital marketing. What is remarkable is that it hasn’t needed a new edition since it was published in 2013, given the pace of change in this marketplace.“While DMA 2.0 does represent a root and branch update and moves the authors’ thinking on in significant ways—covering new platforms, new metrics, new ways of measuring—its essential common sense and no-nonsense approach remains constant. 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. To be recommended.”—Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data “This book is more vital and important than ever. Hemann and Burbary go beyond the basics to show you precisely how to measure every element of your digital marketing. A must-read!”—Jay Baer, Founder of Convince & Convert “While a lot of the tactics of digital marketing have changed since the first edition of this book, two things haven’t: the need to measure the right things, and my trust that Chuck and Ken have you covered, right here in the pages of this new edition. Indispensable for the modern, data-driven marketer.”—Tom Webster, Senior Vice President, Strategy and Marketing, Edison Research
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About the Author
Chuck Hemann, Managing Director of Analytics/Head of Digital Analytics for W2O, has spent the past 14 years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously Global Director of Digital and Paid Media Analytics at Intel Corporation. He has worked with global brands from Intel to P&G to Verizon. Ken Burbary, Consultant and Digital Marketing Professor at Cornell Johnson Graduate School of Management, has 20+ years of online marketing and advertising experience, including a deep background in digital and social media. He served as VP - Group Director, Strategy and Analysis at Digitas, working with global brands from American Express and Bank of America to P&G and GM.
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Product details
Series: Que Biz-Tech
Paperback: 272 pages
Publisher: Que Publishing; 2 edition (May 19, 2018)
Language: English
ISBN-10: 0789759608
ISBN-13: 978-0789759603
Product Dimensions:
6 x 0.6 x 8.9 inches
Shipping Weight: 13.4 ounces (View shipping rates and policies)
Average Customer Review:
4.1 out of 5 stars
33 customer reviews
Amazon Best Sellers Rank:
#136,128 in Books (See Top 100 in Books)
I am an intermediate-level (read: 3-4 years experience) digital analyst and I ordered this book to try to get a better understanding of "marketing analytics," as opposed to the web analytics side, of digital analytics. I didn't expect it to be heavily quantitative or anything, but I did expect it to have some good digital marketing analytics strategy and tactic content.It didn't.The book was two-thirds about social media tools and capabilities, with a few pages devoted to digital analytics tools, and maybe one-third about actually taking advantage of marketing analytics. This one-third was very top level, with lots of fluff and fat. I didn't find it very useful at all.I can usually judge how useful I find a book by how many pages I dog-ear throughout, and this one only had 2-3 pages that I thought were useful enough to mark. Although it was an easy read, it would probably only be useful for someone who knew nothing about social media or digital analytics, but even then, don't expect to get much out of it on the digital analytics front.
The authors make an effort to discuss the digital marketing analytics landscape, from inception to present day. In addition, they make efforts to provide insights in analyzing a select sets of tools, before getting into the art and science of digital data management and analysis. I found the order in which they explain things a bit clunky, taking you in too many different directions for the first 8 chapters. I also found that their technology recommendations are based on short formed opinions are not well found and are also stale, as big data, MCCM and DMPs have grown significantly since this book was published. If you are looking for the opinions of some seasoned marketing professionals, there are some interesting chapters here in what they are doing with data.
Quite basic and outdated, the book offers an overview of the digital marketing analytics landscape, focusing too much on content and social marketing and neglecting more important parts of the business, like x-channel path to purchase, DMP etc.. If you are new to social media marketing and you need an introduction to measurement and reporting, this could be the book for you, but be ready to read something more updated as soon as you finish it.
This was a textbook for my Digital Media Metrics class and it was a really valuable supplement that broke down the details of digital analytics. It takes you through the current landscape, what specific tools are out there and how to utilize them based on principles and goals, and it gives you practical approaches to getting started.If you're new to digital media, or your business hasn't dived into it yet, this book is a great starting point.
A cheap price for the book needed for class.
Excellent product.
Unlike many marketing and social media books from gurus, wizards or Jedis (yes people have really used that on their business cards) this book is written by two guys with a plethora of experience working with clients across the globe. Instead of writing what you can measure and how you should go about your business in the digital space, Chuck and Ken break it down into manageable segments that readers can come back to when it applies to where they are in the digital or social game.While the term textbook typically brings back thoughts of college classes, I will call Digital Marketing Analytics a textbook that should be owned by any digital pro or aspiring digital pro still in the college ranks. These guys have won a spot on my desk alongside other reference books.
Great item. As described.
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