02003cam a2200385 a 4500 118576 20230410115617.0 130313s2013 inua 001 0 eng d 17658255 2013935187 016275182 Uk 9780789750303 (pbk.) 0789750309 (pbk.) (OCoLC)ocn816041667 YDXCP YDXCP BTCTA OCLCQ UKMGB SA$ OCLCO F4W NLE DLC lccopycat 658.87 23 HF 5415.1265 H487d 2013 Hemann, Chuck. Digital marketing analytics : making sense of consumer data in a digital world / Chuck Hemann, Ken Burbary ; [foreword by Scott Monty]. Indianapolis, Ind. : Que, c2013. xvii, 364 p. : ill. ; 23 cm. Includes index. Understanding the digital media landscape -- Understanding digital analytics concepts -- Picking the tools of the trade -- Tools : social media listening -- Tools : search analytics -- Tools : audience analysis -- Tools : content analysis -- Tools : engagement analysis -- Understanding digital influence -- Developing your social media listening program -- How to use listening to inform marketing programs -- Using online data to anticipate a crisis -- Improving customer service -- Launchinga new product -- Formulating your research plan -- Making reports easy to undestand and communicate -- Search analysis -- ROI = return on investment -- Creating the best-practice measurement scorecard -- Mobile analytics : how mobile is different than other digital channels -- Social CRM -- The future of digital data : business intelligence. Internet marketing. Digital media. Mercadeo por Internet. Medios digitales. Medios sociales. Social media. Marketing Management. Burbary, Ken. lcc bk YSL 44614 44614 0 0 lcc 0 0 CS BJB BJB CS 2023-04-10 1 0 HF 5415.1265 H487d 2013 00000111572 2018-10-24 00:00:00 1 2018-10-24 bk