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This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing.

Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don´t go into the everyday details and also don´t touch upon common mistakes made by marketers.
This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies.

What You´ll Learn

Get a clear view of the available data for social media marketing and how to access all of it

Make use of data and information behind social media networks to your favor

Know the details of social media analytics tools and platforms so you can use any tool in the market

Apply social media analytics to many different real-world use cases

Obtain tips from interviews with professional marketers and founders of social media analytics platforms

Understand where social media is heading, and what to expect in the future

Who This Book Is For

Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

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Part I: Data.-

Chapter 1: Social Media Data.-

Chapter 2: From Data to Insights.-

Chapter 3: Luis Madureira.-

Part II: Defining Analytics in Social Media and Types of Analytics Tools.-

Chapter 4: Analytics in Social Media.-

Chapter 5: Dedicated vs. Hybrid Tools.-

Chapter 6: Alexander and Frederik Peiniger.-

Part III: Differences of Social Media Networks.-

Chapter 7: Social Network Landscape.-

Chapter 8: Tam Su.-

Part IV: The Analytics Process.-

Chapter 9: The Analytics Process.-

Chapter 10: Armando Terribili.-

Part V: Metrics, Dashboards, and Reports.-

Chapter 11: Metrics.-

Chapter 12: Dashboards.-

Chapter 13: Reports.-

Chapter 14: Milan Veverka.-

Part VI: Strategy and Tactics.-

Chapter 15: Strategy.-

Chapter 16: Tactics.-

Chapter 17: Michael Wu.-

Part VII: The Future.-

Chapter 18: Prescriptive Analytics.-

Chapter 19: The Future of Social Media Analytics.-

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Alex Gon‡alves works for Quintly (professional social media analytics), training and providing analytics to social media teams around the world from global companies such as Peugeot & Citroen, Danone, Autodesk, and Monster Energy, as well as from global PR agencies such as Ogilvy, Leo Burnett, Publicis, Mediacom, Mindshare, Havas, and many others. Alex´s global experience combined with his professional experience has given him an understanding of the different contexts of digital marketing around the world. He has lived in the United States, Germany, England, Czech Republic, Portugal, and Brazil. He currently lives in the United States, where he continues to expand his work and help professionals improve their use of social media analytics.

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