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Ask, Measure, Learn : Using Social Media Analytics to Understand and Influence Customer Behavior by Soumitra Dutta and Lutz Finger (2014, Hardcover)

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About this product

Product Identifiers

PublisherO'reilly Media, Incorporated

ISBN-101449336752

ISBN-139781449336752

eBay Product ID (ePID)166538066

Product Key Features

Number of Pages336 Pages

LanguageEnglish

Publication NameAsk, Measure, Learn : Using Social Media Analytics to Understand and Influence Customer Behavior

SubjectWeb / Social Media, Decision-Making & Problem Solving, Databases / Data Mining, Strategic Planning

Publication Year2014

TypeTextbook

AuthorSoumitra Dutta, Lutz Finger

Subject AreaComputers, Business & Economics

FormatHardcover

Dimensions

Item Height0.9 in

Item Weight17 Oz

Item Length9.1 in

Item Width6.1 in

Additional Product Features

Intended AudienceScholarly & Professional

Dewey Edition23

IllustratedYes

Dewey Decimal658.4012

Table Of ContentPraise for Ask, Measure, Learn;Introduction; The Fourth V of Data; The Promise; The Data Focus; Analytics Focus; What This Book Covers; Safari® Books Online; How to Contact Us;Acknowledgments;Media Measurement by Function; Chapter 1: Marketing; 1.1 Marketing and Social Media: The Promise and the Reality; 1.2 Three Myths about Social Media; 1.3 Branding; 1.4 Purchase Intent; 1.5 Summary; Chapter 2: Sales; 2.1 Introduction; 2.2 Reach Versus Intention; 2.3 Recommendation Systems; 2.4 The Technology of Recommendation Systems; 2.5 Trust, Personality, and Reason; 2.6 Summary; Chapter 3: Public Relations; 3.1 PR Often Has No Measurable ROI; 3.2 Measuring People; 3.3 Measuring Distributing; 3.4 PR to Warn; 3.5 Summary; Chapter 4: Customer Care; 4.1 New Voice of the Customer; 4.2 Customer Care 2.0; 4.3 Dos and Don'ts; 4.4 Is Social Customer Care the New Commodity?; 4.5 Automation and Business Intelligence; 4.6 Summary; Chapter 5: Social CRM: Market Research; 5.1 Case Study: Customer Lifecycle; 5.2 Analytical CRM: The New Frontier; 5.3 Which Data?; 5.4 Summary; Chapter 6: Gaming the System; 6.1 Spam and Robots; 6.2 Creating Reach; 6.3 How to Spot Bots; 6.4 Smearing Opponents; 6.5 Creating Influence and Intention; 6.6 Spreading Paid Opinions: Grassroots and Astroturfing; 6.7 Contagiousness; 6.8 The Opposite of Virality: Suppressing Messages; 6.9 Blurry Lines; 6.10 Summary; Chapter 7: Predictions; 7.1 Predicting the Future; 7.2 Prediction of Learning; 7.3 Predicting Elections; 7.4 Predicting Box Offices; 7.5 Predicting the Stock Market; 7.6 Closing Predictions; 7.7 Workbook Questions;Build Your Own Ask-Measure-Learn System; Chapter 8: Ask the Right Question; 8.1 Case Study: Major Telecom Company; 8.2 Formulate the Question; 8.3 An Industry in Search of a Question; 8.4 Summary; Chapter 9: Use the Right Data; 9.1 Which Data Is Important?; 9.2 Data Selection; 9.3 Summary; Chapter 10: Define the Right Measurement; 10.1 Examples of Social Media Metrics; 10.2 The Risks of Metrics; 10.3 Summary;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;

SynopsisOn average, large companies have 178 corporate accounts on various social networks, and the data they collect is exploding more and more each year. Sound vaguely familiar? This practical book - written from a business rather than a technical perspective - shows you how to mine social media data and apply useful analytics to business planning. Every day, your customers, employees, and stakeholders comment on your company, your products, your brands, and other issues. How can you analyze this information and put it to work? Authors Micha Gorelick and Andy Terrel have helped large international organizations use analytics for core functions beyond marketing, such as customer care and product development. With this book, you will: Learn how to achieve business goals by creating appropriate measures in social media Examine real-world case studies that demonstrate how social media analysis was applied to a particular business need Discover state-of-the-art analysis tools and their potential limitations Make sense of your company's social media data with Data Mining., 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., On average, large companies have 178 corporate accounts on various social networks, and the data they collect is exploding more and more each year. Sound vaguely familiar? This practical book - written from a business rather than a technical perspective - shows you how to mine social media data and apply useful analytics to business planning.

LC Classification NumberHD30.28