Digital marketing analytics : making sense of consumer data in a digital world /

Marketing success in today's world requires keen knowledge of the digital media landscape and the tools most appropriate for mining the riches in that sphere. Hemann and Burbary, digital analytics professionals, provide a comprehensive, well-organized, genuinely relevant guide for marketers to use as they navigate the ever-changing waters of digital marketing analytics. Following a description of fundamental concepts, the authors identify the specific tools utilized in data collection. Tools and processes such as social media listening, search analytics, audience analysis, and content analysis are presented in an easy-to-understand style, bolstered with abundant examples. There is excellent discussion of how digital marketing analytics can help marketers in launching new products, which is especially noteworthy given the alarmingly high rate of new product failure. Digital analytics can give marketers greater insight into consumer needs, wants, and preferences, and they offer hope for increased success rates in the new product development process and in managing a product's life cycle. Since digital and social media play an increasingly major role in marketing, understanding digital marketing analytics is essential for marketing success. The authors do a splendid job explaining how marketers can capitalize on such analytics to achieve greater efficiency and effectiveness. Summing Up: Highly recommended. Students at all levels, researchers, practitioners, and general readers. N. A. Govoni Babson College