- Taschenbuch: 336 Seiten
- Verlag: O'Reilly and Associates; Auflage: 1 (4. Februar 2014)
- Sprache: Englisch
- ISBN-10: 1449336752
- ISBN-13: 978-1449336752
- Größe und/oder Gewicht: 15,2 x 2 x 22,9 cm
- Durchschnittliche Kundenbewertung: 1 Kundenrezension
- Amazon Bestseller-Rang: Nr. 166.134 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior (Englisch) Taschenbuch – 4. Februar 2014
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Über den Autor und weitere Mitwirkende
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."
A fascinating chapter was the one on skewing measurements and businesses try to skew measurements in automated means. I wish the authors had brought here even more examples.
Overall a very good book.
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* Public Relations
* Customer Care
* Market Research
It also has chapters on Gaming the System (hacking, bots, and manipulating data) and Predictions.
For each of these topics, the book does a good job of mythbusting, dispelling claims like, "Social media is free" and the idea that automatic tools can measure sentiment in social media accurately. Current methods of collecting, analyzing, and using social media data are described and discussed. Case studies and examples, both well-known and personal to the authors, are included.
Most chapters end with a "Workbook" section. These sections consist of questions to guide readers in examining their own companies' use of social media. Some are clearly useful for that purpose, such as "What are good metrics to differentiate your customers?" while others seem more academic, such as, "Have you experienced troll comments? What are their characteristics? Could one automate their detection? If so, how?" The questions that struck me as more suited to the classroom might in fact be perfect for enterprise-level companies. On the other hand, workbook questions are often followed by more open-ended questions and an invitation to come talk -- via social media -- about these questions with the authors.
At the end of the book there is a section called, "Build Your Own Ask/Measure/Learn" with three chapters:
* Ask the Right Question
* Use the Right Data
* Define the Right Measurement
There are many open-ended discussions, examples of cases in which a company or individual had a great success or epic fail in social media with no relation to analytics, and quite a bit of speculation. This makes the book an interesting read and it should help spark discussion in a relatively new and fast-paced field.
None of it will help you figure out for your own accounts exactly how to use the information & analytics tools that any of the major platforms provide (or don't), for that matter.
I can point to one confusing example from the book, and share that it illustrates my frustrations with the whole.
Figure 1-8, ratings and reviews are important. 22% of us believe in ratings. (33% for electronics).
Huh? since when does 22% (Presuming 78% therefore, DON'T believe) = "important?" ONLY 22% of people believe in ratings? What the hell am I doing writing this, then, if only 22% are going to believe me?
(The illustration is particularly difficult to fathom, with two people filled in (20%), against a four-black-star (80%??) illustration.)
(Followed the link to discover what I believe to be a very different view of this data. I can follow how the authors got from A to B, and even why they picked the one data element they did. Would not have made the same leap myself.)
(BTW: HATE shortened links in what aims to be an academic work. It doesn't save money on ink by hiding the full name of the link.)
"Reviews" is not an item in the index. "Ratings" is; follow the links and discover no mention of the problem of anonymity, of fraudulent reviews (fake users are, however, covered elsewhere), of evaluating the reviewers (Vine; Top 500, Google Local Experts), and stuffing-the-ballot-box.
Finally, one VERY unsettling question (p. 47, my edition): "where will I be able to own the user comments so that I can use them for other purposes the way I want?" Excuse me? Presumably, O'Reilly has a legal department that should have been able to point the authors to that most wonderful website, www.copyright.gov. That site, and copyright law in general, is remarkably clear.
Authors own their writing.
So: if you need to understand analytics theory, you'll get a lot of value from this book. If you are actually setting up a measurement program for a business, you can get value from some of it, but you'll need some other reference for your specific platforms. And finally, make sure your own lawyers review your work, or you might find you've claimed "ownership" of something that is not yours to claim.
I learned precious things with this book. First, this book will tell you what the relevant social media measurements are and how you can read them. The book will also teach you how to use that information where you need the most - correcting campaign deficiencies and improving your results.
I can only say this book is a must read if you are serious about understanding and using social media on your marketing campaigns.
Here's a quick breakdown of what you'll learn:
Part 1: Media Measurement by Function
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
Part 2: Build Your Own Ask-Measure-Learn System
Chapter 8: Ask the Right Question
Chapter 9: Use the Right Data
Chapter 10: Define the Right Measurement
The book is easy to read and aesthetically-pleasing. There are tons of charts and graphs included, which really helps you to get a visual for what's being talked about.
Each chapter includes some kind of case study with great examples of what you're learning. They also include a workbook "lesson" that will ask you important questions. It was good practice for me to go through and answer them to the best of my ability. It really helped me figure out where I need to improve. I feel like I learned quite a bit about measuring different types of data. The book doesn't too heavily focus on any one type of data, but instead gives you a whirlwind tour of the types. Once you've experienced the tip of the iceberg, you'll be able to pinpoint which types you need to learn more about.
This book is a quantum leap in social media marketing books. It is a textbook-quality book that is easy to read. In just the first two chapters, I learned more about social media marketing than all the dozen of other books I’ve read.
Written by Twitter’s analytics director and a Cornell U professor, the quality of their research and insights are far above my other books.
For example, most other books are about how to become a major influencer to then establish branding and reach to then sell something. Instead, authors points out that the more important commerce measures are purchase intent and trust, factors rarely mentioned in other books. Other books are about influencers’ reach and brand; this book is about group common characteristics and bonding (homophily) helpng in sales and about closing sales through AIDA (attention-interest-desire-action). Other books are about anecdotal stories, this book is about research and unexpected marketing results.
I had found it difficult to translate number of followers, re-tweets, subscribers and endless other social media metrics to sales. This book helps in that undersanding. The best social media marketing book I’ve read.