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Table of Contents

    • About the Author
    • Acknowledgments
    • Preface
    • 1What Is Marketing Analytics?
      • 1.1Marketing Analytics: More Than Just Crunching Numbers
      • 1.2A Closer Look: LuxeUnique
      • 1.3Analytics and the 4Ps
      • 1.4How to Use This Book
      • 1.5Core Concepts in Marketing Analytics
      • 1.6A Closer Look: Optimizing for Our Top Customers
      • 1.7From Data to Strategy: Using Data Sources
      • 1.8Case Study: Impact Hub Boston
      • 1.9Do the Math: ROAS—An Example of How Marketing Metrics Works
      • 1.10Conclusion
      • 1.11Questions for Further Study
    • 2Internal Data: Many Sources, One Goal

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      • 2.1Types of Internal Data

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      • 2.2A Closer Look: Hannah’s Hardware

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      • 2.3Conducting an Internal Data Audit

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      • 2.4Marketing Attribution, Customer Lifetime Value, and Average Order Value

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      • 2.5Do the Math: Web Analytics—Acquisition Data and Conversion Rate by Channel

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      • 2.6Case Study: Credit Union Association

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      • 2.7Conclusion

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      • 2.8Questions for Further Study

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    • 3From Direct Mail to Ad Platforms: Supplementing Internal Data with External Databases and Research

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      • 3.1External Data and Marketing

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      • 3.2A Closer Look: Finding the Right Markets

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      • 3.3Types of External Data

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      • 3.4Integrating External and Internal Data

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      • 3.5A Closer Look: Entering a New Market

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      • 3.6Do the Math: Estimating Market Size

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      • 3.7Conclusion

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      • 3.8Questions for Further Study

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    • 4The Data Engine of Search

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      • 4.1The Data Engine of Search

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      • 4.2A Closer Look: AccountCo

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      • 4.3Core Types of Search Data

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      • 4.4Strategic Paid Search Data

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      • 4.5Using Search Data to Optimize Search Marketing

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      • 4.6Using Search Data for Marketing Strategy

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      • 4.7A Closer Look: Keywords and Product Optimization

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      • 4.8Do the Math: The SEO Audit

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      • 4.9Case Study: Winning the Local Search Rankings

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      • 4.10Conclusion

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      • 4.11Questions for Further Study

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    • 5Understanding Your Landscape

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      • 5.1Traditional Sources of Competitive Data

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      • 5.2A Closer Look: Building a Brand

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      • 5.3Digital Sources of Competitive Data

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      • 5.4A Closer Look: Launching a New Product

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      • 5.5Industry Data

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      • 5.6Benchmarking

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      • 5.7Do the Math: Conjoint Analysis

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      • 5.8Conclusion

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      • 5.9Questions for Further Study

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    • 6Measuring the Social Web

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      • 6.1Basic Metrics

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      • 6.2A Closer Look: Post or Profile Metrics?

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      • 6.3Social Listening

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      • 6.4Paid Social Media Metrics

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      • 6.5Advanced Social Media Metrics

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      • 6.6Growth and Conversion Metrics

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      • 6.7Sentiment Analysis

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      • 6.8A Closer Look: Turning Sentiment Analysis into Consumer Insights

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      • 6.9Do the Math: Sentiment by Reach

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      • 6.10Case Study: Tweets for Seats

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      • 6.11Conclusion

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      • 6.12Questions for Further Study

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    • 7Over 100 Billion Emails a Day?

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      • 7.1Basic Email and Marketing Automation Techniques

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      • 7.2A Closer Look: Building a Loyal Base

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      • 7.3List Health Metrics

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      • 7.4A Closer Look: Shopping Cart Abandonment Campaign

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      • 7.5Advanced Email Metrics

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      • 7.6Marketing Automation Data

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      • 7.7Message Testing and Optimization

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      • 7.8Do the Math: Revenue by Subscriber

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      • 7.9Conclusion

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      • 7.10Questions for Further Study

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    • 8Measuring the Web’s Data

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      • 8.1What Is Web Analytics?

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      • 8.2A Closer Look: Hats Off to a Great Launch

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      • 8.3Basic Web Metrics

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      • 8.4User Behavior and Marketing Effectiveness Data

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      • 8.5Conversion Data

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      • 8.6Content Data

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      • 8.7A Closer Look: What Do They Want to See?

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      • 8.8Do the Math: Page Conversions

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      • 8.9Conclusion

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      • 8.10Questions for Further Study

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    • 9Going Beyond the Basics

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      • 9.1A Closer Look: Is Our Site Really Optimized?

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      • 9.2Advanced Conversion Metrics

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      • 9.3E-Commerce Data

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      • 9.4Technology Information

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      • 9.5Behavior Data

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      • 9.6Demographic and Psychographic Data

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      • 9.7A Closer Look: Bounce Rate and Event Tracking

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      • 9.8Conclusion

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      • 9.9Questions for Further Study

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    • 10Offline Research Matters, Even in an Online World

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      • 10.1Surveying Consumers to Learn Their Preferences

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      • 10.2A Closer Look: Finding Our Market

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      • 10.3Types of Research

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      • 10.4Survey Design and Deployment

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      • 10.5Questionnaire Design

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      • 10.6Qualitative, In-Depth Research

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      • 10.7Analyzing Market Research Data

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      • 10.8A Closer Look: Creating the Right Interface

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      • 10.9Do the Math: Standard Deviation

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      • 10.10Conclusion

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      • 10.11Questions for Further Study

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    • 11The Engagement Economy

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      • 11.1Understanding Video Metrics

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      • 11.2Video Content Metrics

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      • 11.3Video Ad Metrics

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      • 11.4A Closer Look: Forget the Stage Fright—Go Live

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      • 11.5Mobile App Metrics

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      • 11.6A Closer Look: Do We Want to Keep Them Entertained or Loyal?

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      • 11.7Do the Math: Measuring Net Engagement Growth

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      • 11.8Conclusion

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      • 11.9Questions for Further Study

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    • 12Predictive Analytics, Data Visualizations, and Dashboards

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      • 12.1Data Mining in Marketing Analytics

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      • 12.2A Closer Look: The Next Must-Have Product?

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      • 12.3Data Mining and Predictive Analytics in Marketing

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      • 12.4How Does Data Mining and Predictive Analytics Work?

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      • 12.5Basic Concepts of Predictive Analytics: A Primer for Marketers

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      • 12.6Natural Language Processing for Data Mining

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      • 12.7Using Predictive Analytics

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      • 12.8Data Visiualization

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      • 12.9Making Data Actionable: Creating Dashboards

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      • 12.10Tools of Dashboard Management and Data Visualization

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      • 12.11A Closer Look: Can We Trust the Numbers?

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      • 12.12Do the Math: Bag-of-Words

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      • 12.13Conclusion

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      • 12.14Questions for Further Study

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