Ask Measure Learn

Name: Ask Measure Learn
Author: Lutz Finger

Using Social Media Analytics to Understand and Influence Customer Behavior

Specificaties

Paperback, 304 blz. | Engels

O'Reilly | 1e druk, 2014

ISBN13: 9781449336752

Rubricering

Juridisch : Computer en informatica

O'Reilly 1e druk, 2014 9781449336752

Verwachte levertijd ongeveer 16 werkdagen

34,75

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Samenvatting

You can measure practically anything in the age of social media, but if you don’t know what you’re looking for, collecting mountains of data won’t yield a grain of insight. This non-technical guide shows you how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results.

Authors Lutz Finger and Soumitra Dutta originally devised this system to help governments and NGOs sift through volumes of data. With this book, these two experts provide business managers and analysts with a high-level overview of the Ask-Measure-Learn system, and demonstrate specific ways to apply social media analytics to marketing, sales, public relations, and customer management, using examples and case studies.

Specificaties

ISBN13:9781449336752

Trefwoorden:internet, internetmarketing, sociale netwerken, social media, analytics

Taal:Engels

Bindwijze:paperback

Aantal pagina's:304

Uitgever:O'Reilly

Druk:1

Verschijningsdatum:10-1-2014

Hoofdrubriek:Computer en informatica

Inhoudsopgave

Introduction
Acknowledgments

Part 1: Media Measurement by Function
1. Marketing
-Marketing and Social Media: The Promise and the Reality
-Three Myths about Social Media
-Branding
-Purchase Intent
-Summary

2. Sales
-Introduction
-Reach Versus Intention
-Recommendation Systems
-The Technology of Recommendation Systems
-Trust, Personality, and Reason
-Summary

3. Public Relations
-PR Often Has No Measurable ROI
-Measuring People
-Measuring Distributing
-PR to Warn
-Summary

4. Customer Care
-New Voice of the Customer
-Customer Care 2.0
-Dos and Don’ts
-Is Social Customer Care the New Commodity?
-Automation and Business Intelligence
-Summary

5. Social CRM: Market Research
-Case Study: Customer Lifecycle
-Analytical CRM: The New Frontier
-Which Data?
-Summary

6. Gaming the System
-Spam and Robots
-Creating Reach
-How to Spot Bots
-Smearing Opponents
-Creating Influence and Intention
-Spreading Paid Opinions: Grassroots and Astroturfing
-Contagiousness
-The Opposite of Virality: Suppressing Messages
-Blurry Lines
-Summary

7. Predictions
-Predicting the Future
-Prediction of Learning
-Predicting Elections
-Predicting Box Offices
-Predicting the Stock Market
-Closing Predictions
-Workbook Questions

Part 2: Build Your Own Ask-Measure-Learn System
8. Ask the Right Question
-Case Study: Major Telecom Company
-Formulate the Question
-An Industry in Search of a Question
-Summary

9. Use the Right Data
-Which Data Is Important?
-Data Selection
-Summary

10. Define the Right Measurement
-Examples of Social Media Metrics
-The Risks of Metrics
-Summary

Part 3: Appendix
Appendix: All Names

Index