Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd edition

• Prioritize–because you can’t measure and analyze everything
• Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors
• Measure real digital media ROI: sales, leads, and customer satisfaction
• Track the performance of all paid, earned, and owned digital channels
• Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR
• Start optimizing digital content in real time
• Implement advanced tools, processes, and algorithms for accurately measuring influence
• Make the most of surveys, focus groups, and offline research synergies
• Focus new marketing investments where they’ll deliver the most value • Identify and understand your most important audiences across the digital ecosystem

There are a few reasons why the 2nd of Digital Marketing Analytics is needed. First, the marketing and communications landscape has changed dramatically since we published the 1st edition in 2013. New tools have entered the market, new techniques for measuring digital marketing performance have been established, new data sources and metrics are available that didn’t exist in 2013, and marketers have become more sophisticated with their usage of data to inform campaigns and more digital analytics teams have been established inside of big companies. Despite all of those changes, many companies (big or small) remain at a loss on how to establish digital analytics within their company, which metrics they should use in order to evaluate success and which tools & techniques/frameworks they need in order to help them scale their analytics programs.

Second, in the last four years the interest and need for actionable insights derived from the data within companies (of any size) has only grown and intensified. When that growth is coupled with a significant amount of misinformation in the market from analytics, professionals who don't have much experience within big companies, the challenge ahead of us -- to define the proper use of data to plan, optimize and measure -- becomes impossible. it is critical that we have an updated text for the industry to reference in order to stem the tide of confusion and chaos about marketing and advertising data's application to drive results.

Third, we heard from many communications and marketing practitioners (some of which provided Amazon reviews) that our book provided a guidebook for them on how to use data more effectively. While some of our frameworks have stood the test of time, many of the sections are out of date and need to be refreshed so that the practitioner can continue to use this book as a guidebook.