Ask, Measure, Learn

Using Social Media Analytics to Understand and Influence Customer Behavior

Lutz Finger, Soumitra Dutta (Autoren)

Buch | Softcover

338 Seiten

2014
O'Reilly Media (Verlag)
978-1-4493-3675-2 (ISBN)

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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.

Lutz Finger, a director at LinkedIn, is an authority on social media and text analytics. He’s also co-founder and former CEO of Fisheye Analytics, a media data-mining company whose products support governments and various NGOs, such as the Organisation for Economic Co-operation and Development (OECD) and the International Olympic Committee, which was acquired by the WPP group. Lutz is a highly regarded technology executive who built a sales center for Dell Europe as well as an incubator for mobile applications at Ericsson. He is a popular public speaker on business analytics and serves as an advisor and board member at several data-centric corporations in Europe and the US. He has an MBA from INSEAD as well as an MS in quantum physics from TU Berlin (Germany).

Soumitra Dutta, an authority on the impact of new technology on business, is the dean of the Samuel Curtis Johnson Graduate School of Management at Cornell University. Previously he was a Professorat INSEAD, a leading graduate business school. He is also co-founder and former Chairman of Fisheye Analytics.

Media Measurement by Function
Chapter 1 Marketing
Marketing and Social Media: The Promise and the Reality
Three Myths about Social Media
Branding
Purchase Intent
Summary
Chapter 2 Sales
Introduction
Reach Versus Intention
Recommendation Systems
The Technology of Recommendation Systems
Trust, Personality, and Reason
Summary
Chapter 3 Public Relations
PR Often Has No Measurable ROI
Measuring People
Measuring Distributing
PR to Warn
Summary
Chapter 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
Chapter 5 Social CRM: Market Research
Case Study: Customer Lifecycle
Analytical CRM: The New Frontier
Which Data?
Summary
Chapter 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
Chapter 7 Predictions
Predicting the Future
Prediction of Learning
Predicting Elections
Predicting Box Offices
Predicting the Stock Market
Closing Predictions
Workbook Questions
Build Your Own Ask-Measure-Learn System
Chapter 8 Ask the Right Question
Case Study: Major Telecom Company
Formulate the Question
An Industry in Search of a Question
Summary
Chapter 9 Use the Right Data
Which Data Is Important?
Data Selection
Summary
Chapter 10 Define the Right Measurement
Examples of Social Media Metrics
The Risks of Metrics
Summary
Appendix
Appendix All Names
Endorsement
Introduction
Chapter 1, Marketing
Chapter 2, Sales
Chapter 3, Public Relations
Chapter 4, Customer Care
Chapter 5, Social CRM: Market Research
Chapter 6, Gaming the System
Chapter 7, Predictions
Chapter 8, Ask the Right Question
Chapter 9, Use the Right Data
Chapter 10, Define the Right Measurement
Colophon

Erscheint lt. Verlag	11.3.2014
Verlagsort	Sebastopol
Sprache	englisch
Maße	152 x 229 mm
Gewicht	463 g
Einbandart	kartoniert
Themenwelt	Informatik ► Datenbanken ► Data Warehouse / Data Mining
	Informatik ► Web / Internet ► Social Web
	Informatik ► Web / Internet ► Suchmaschinen / Web Analytics
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-4493-3675-2 / 1449336752
ISBN-13	978-1-4493-3675-2 / 9781449336752
Zustand	Neuware