TY  - BOOK
AU  - Hemann,Chuck
AU  - Burbary,Ken
TI  - Digital marketing analytics: making sense of consumer data in a digital world 
SN  - 9780789750303 (pbk.)
AV  - HF 5415.1265 H487d 2013
U1  - 658.87 23
PY  - 2013///
CY  - Indianapolis, Ind.
PB  - Que
KW  - Internet marketing
KW  - Digital media
KW  - Mercadeo por Internet
KW  - Medios digitales
KW  - Medios sociales
KW  - Social media
KW  - Marketing
KW  - Management
N1  - 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
ER  -