One of the questions that Ken Burbary and I get asked most often is why did we write Digital Marketing Analytics? There are a number of reasons why, but the most important reason is that we wanted to give public relations and marketing professionals the roadmap to build a best-in-class digital analytics capability. Said another way: developing an approach to understand how your current and future customers are behaving online. Can you imagine a communicator saying they do not want to know how their customers are behaving? Can you imagine them saying they do not want to develop more targeted communications programs?
Analytics is a subject that is slowly being embraced by communicators, but still strikes fear into the hearts of many. What you will find in this book is that we approach analytics concepts at a 101 and 201 level. Sure, there are some things tailored for the 301 or 401 level, but those are few and far between. It is not written in analytics-ese, though there are some concepts that could be foreign to you. As Greg Gerik said in his review, do not skip the early chapters. They provide the foundation for the rest of the book.
In addition to the basic analytics concepts what are we hoping readers take away from the book?
- How to create your analytics toolbox – Unfortunately, there is not an analytics tool that solves every use case, or gathers every bit of digital data. You will need a search analytics tool, a social media monitoring tool, a content analytics tool, an audience analytics tool and probably an influencer analysis tool. These technologies will help you gather data in order to develop insights on how your customers are behaving.
- Digital data case studies – Ken and I have worked with a number of Fortune 500 brands to implement both small and large scale digital analytics programs. Throughout the book you will see examples of how companies have used digital data. In some cases we can’t give you specific names because of client sensitives, but know that what we outline in the book comes from direct experience with large companies.
- Measuring digital programs – We know measurement is top of mind for marketers, and in the middle of the book we will give you everything from a standard reporting cadence to how to construct your scorecard. Every company is different so do not necessarily take verbatim what we say in the book as gospel. It is meant to be a guide.
- What is next for digital analytics? – We had to close out the book with a little bit of the geeky stuff, right? Toward the end of the book we talk about social CRM, mobile analytics, and what is next for a field that is changing as often as you and I change our socks.
Writing this book has been a great experience, and we hope you get a lot out of it when you read it. If you wanted to learn more about what is in the book and what some of our latest thinking about digital analytics is, we have created this very cool image capsule below. It should speak for itself, but hover over the various icons and you’ll see everything from the video previewing our book, to a recent digital analytics trends presentation on Slideshare. Thanks to the awesome folks at Nextworks and Erin Disney for creating it. Oh, and if you happen to be in the Austin area and do not have plans on Thursday night feel free to drop by the W2O Group offices for a book launch party. We will be signing books, and offering free food and drinks. Come one, come all.