Chapter 1 Understanding the Synergetic Digital Ecosystem 1The Evolution of the Digital Ecosystem 2Data Growth Trends 3Digital Media Types 4 Paid Media 6 Owned Media 9Competitive Intelligence 10Clickstream (Web Analytics) 11Conversion Analytics 12Custom Segmentation 13Visual Overlays 13Social Media Reporting 13User Experience Feedback 15Real-Time Site Analytics 15Chapter 2 Understanding Digital Analytics Concepts 17Starting at the Top 18Applying a Measurement Framework 19Determining Your Owned and Earned Social Metrics 20Demystifying Web Data 32Digital Advertising Concepts 34Searching for the Right Metrics 35 Paid Search 36 Organic Searches 37Aligning Digital and Traditional Analytics 38Primary Research 39Traditional Media Monitoring 40Traditional CRM Data 40Bringing It All Together 41 The Reporting Timeline 41 The Reporting Template 41Chapter 3 Choosing Your Analytics Tools 43Evaluating New Marketing Technologies 44Organizing Your Marketing Technology Stack 47 Cisco’s Marketing Technology Stack 48 Intel’s Marketing Technology Stack 49Identifying Critical Marketing Technology Solutions 51Who Decides Which Tool to Buy? 54Achieving Adoption of Marketing Technology Solutions 54Chapter 4 Digital Analysis: Brand 59Benefits of Digital Brand Analysis 60Brand Analysis in the Digital Age 61Brand Share 62Brand Audience 68Brand and Consumer Alignment 71The Future of Digital Brand Analysis 73Chapter 5 Digital Analysis: Audience 75What Is Audience Analysis? 78Audience Analysis Use Cases 80 Digital Strategy Development 80 Content Strategy Development 81 Engagement Strategy 81 Search Engine Optimization 82 Content Optimization 82 User Experience Design 82 Audience Segmentation 83Audience Analysis Tool Types 83Additional Audience Analysis Techniques 89Conversation Typing 90Event Triggers 92Chapter 6 Digital Analysis: Ecosystem 93Ecosystem Analysis 94Ecosystem Analysis Outputs 97Digital Ecosystem Maps 98Chapter 7 Return on Investment 99Defining ROI 100 Return on Engagement (ROE) 101 Return on Influence 102 Return on Experience 104Properly Tracking ROI 105 Understanding the Top-Down Revenue Measurement Approaches 106 Utilizing Bottom-Up Measurement Models 108Three-Tiered Approach to Measuring Digital Marketing Effectiveness 112Chapter 8 Understanding Digital Influence 115Understanding the Reality of Digital Influence 117 The “Tipping Point” Phenomenon 117 The Community Rules Phenomenon 118Developing a Modern-Day Media List 119Using the Tools of the Trade 121 Klout 122 Other Important Influencer Analysis Tools 124 Developing Your Own Influence Approach 126Online Versus Offline Influence 127Using the Influencer List 128Chapter 9 How to Use Digital Analytics to Inform Marketing Programs 131Understanding the Social Media Landscape Analysis 133Search and Owned Analysis 139Conducting Media Analysis 141Chapter 10 Improving Customer Service 145Customer Expectations 146The Social Customer Service Conflict 148 Understanding the Customer 151 Understanding Customer Intent 152 Personalizing the Customer Experience 152Social Customer Service Models 153 The Ad Hoc Stage of Customer Service 153 The Limited Stage of Customer Service 153 The Formal Stage of Customer Service 153 Delta Air Lines 154Chapter 11 Using Digital Analytics to Anticipate a Crisis 157Developing a Modern-Day Issues Management Plan 158Identifying Known Issues 160 Listing the Known Issues 160 Knowing the Share of Conversation Online 161 Profiling Pro and Con Influencers 163 Briefing and Getting to Know the Influencers 163 Placing the Right Content 163 Knowing the Positive and Negative Words 164 Tagging the Right Words 165Crisis Day Monitoring and Ongoing Reporting 166 Dealing with the Issue Hitting 166 Developing Your Content Plan 167 Developing Your Reporting Plan and Reporting Cadence 168 Reporting Frequency and Contents During a Crisis 169 Reporting Frequency and Contents After a Crisis 169Correcting the History After a Crisis Is Over 171 Evaluating Your Preliminary Research 171 Identifying Key Third Parties and a Content Syndication Plan 172Chapter 12 Launching a New Product 173General Overview of the Product Lifecycle 174The Product Lifecycle Introduction Phase 176 What Is the Consumer Reaction to Product X? 178 What Are the Consumer Concerns About Product X? 179 What Are the Consumer’s Unmet or Unstated Needs? 179The Product Lifecycle Growth Phase 180 What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated? 181 Who Are the Influencers in the Product X Conversation? 182 What Is the Consumer Reaction to Retail or Promotions for Product X? 183The Product Lifecycle Maturity Phase 184 What Consumer Trends and Preferences Have Emerged Around Product X Use? 186 What Related Products Do Consumers Show Interest In? 186Chapter 13 Building Your Research Plan 189Developing Your Source List 190 Identifying Data Sources 191 Picking the Channels for Analysis 193 Identifying Search and Source Languages 195Nailing Down the Research Methods 196 Developing a Hypothesis 197 Time Frame for Analysis 199 Identifying the Project Team 200 Determining the Depth of Analysis 201 Building the Coding Framework 202 Taking a Sentiment Approach 203 Filtering Spam and Bots 204Chapter 14 Building Reports that Will Actually Be Useful 207Constructing Reports 208Delivering a Report 215Understanding Report Use Cases 216 The Executive-Level Use Case 217 The Management-Level Use Case 218 The Analyst-Level Use Case 219Building a Central Repository of Information 220 Command Centers 221 Web-Based Applications 222Chapter 15 The Future of Digital Data 223Watching How the Digital Analytics Disciplines Evolve 225 Looking Back at How Social Media Listening Has Evolved 226 Diving into Search Analytics 228 Looking into the Audience Analysis Crystal Ball 228 Forecasting the Content Analysis of the Future 229 Understanding the Influencer Analysis Landscape 230Understanding Where Digital Analytics Goes from Here 231 Bridging the Analytics Talent Gap 232 Housing Your Customer Data 234 Continuing Consolidation of Data Sources Just as New Sources of Data Emerge 235 Dealing with Growing Concerns About Consumer Privacy 236 Making Social Data Become More Available to Brands 237 Continuing Struggle by Companies to Get Clean and Accurate Data 237 Continuing Measurement Challenges for Chief Marketing Officers (CMOs) 238 Scratching the Surface of Machine Learning and Artificial Intelligence 238Index 243
Chuck Hemann, Director of Analytics for WCG, has spent the last eight years providing strategic counsel on digital analytics, measurement, online reputation, and social media. He was previously VP of Digital Analytics for Edelman Digital and VP of Digital Strategy and Analytics for Ogilvy Public Relations. He has worked with global brands from Intel to General Mills to Pfizer.Ken Burbary, Chief Digital Officer at Interpublic's Campbell Ewald, has 16 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.