Download Ask, Measure, Learn: Using Social Media Analytics to by Lutz Finger PDF

By Lutz Finger

ISBN-10: 1449336752

ISBN-13: 9781449336752

You can degree essentially something within the age of social media, but when you don’t understand what you’re searching for, gathering mountains of knowledge won’t yield a grain of perception. This non-technical consultant exhibits you the way to extract major enterprise price from huge facts with Ask-Measure-Learn, a method that is helping you ask the precise questions, degree the ideal information, after which examine from the consequences.

Authors Lutz Finger and Soumitra Dutta initially devised the program to assist governments and NGOs sift via volumes of knowledge. With this e-book, those specialists offer enterprise managers and analysts with a high-level assessment of the Ask-Measure-Learn approach, and exhibit particular how one can follow social media analytics to advertising, revenues, public family, and shopper administration, utilizing examples and case studies.

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Additional resources for Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior

Example text

You have been here 35 times, mainly during the week. 50 on a main course and a dessert. You have only ordered an appetizer once, and you have never ordered any of our more expensive fish dishes. Here is a menu suited for your preferences, where we removed all other items. Oh, and please take a seat at the back of the room, because we know that when you sit closer to the window you will use your laptop after the meal to email people without purchasing any additional food. This is an example of where knowledge and customer data can cross the line from helpful to creepy.

From there, the question remains of how to translate reach to awareness, and beyond to purchase intent, as we will explore. SOCIAL MEDIA: A NEW CLASS OF METRICS Within each type of social media there are several underlying platforms offering different metrics. For example, let’s examine Twitter to show how difficult it can be to have a mutual understanding of reach. Table 1-1 shows a selection of some metrics from different social media measurement companies on Tim O’Reilly’s Twitter account (@timoreilly).

How do you focus sales resources at the right moment to create the greatest likelihood of sales? 2. How do you create purchase intent out of awareness? Social media has been seen for a long time as a tool to accomplish this, particularly in terms of the idea that word of mouth, combined with some kind of influencer, will create such purchase intent. Let’s look at both questions in the following sections. HOW TO FIND PURCHASE INTENT The easiest way to spot purchase intent is if the customer tells us that he or she intends to buy.

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