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Giving a Sneak Peek Inside Digital Marketing Analytics

Wow. What an incredible couple of weeks it has been. On April 21st our book became available on Amazon.com, and then a week later we started to see it at Barnes & Noble bookstores across the country. Shortly after launching it made its way into the top 15 for best selling marketing and sales books on Amazon, which truly is a great honor and we couldn’t thank all of you enough who have been so complimentary. As more people have become exposed to the book we have been asked the obvious question of, “why should I buy it?” Similarly, people have asked us “what does the book cover?”

With that in mind, we thought it might be helpful to provide you with a sneak peek of what is in the book. This isn’t the entirety of the book, of course, but it should help you answer why you should buy the book.

  • Tools of the trade – During the course of our day we are asked at least once by clients or colleagues which tools are the best for capturing data on how are stakeholders are behaving. Unfortunately, there is not one tool that solves all issues. In the book we talk about the importance of developing a toolbox, which would include content analytics, audience analytics, social media monitoring, search analytics, social media engagement software and influencer analytics. Yes, that means you could very well have six different tools that you are accessing, but doing so will give you a more holistic picture of how stakeholders behave online. 
  • Digital data use cases – Right after people ask us about the tools they can use to collect data about stakeholders, they ask about how digital data can be used across the business. In the book we delve into how digital data can be used for public relations, marketing, customer service, crisis communications and product planning. That is not the extent of the use cases, of course, but those are the biggest and likely to add the most value to your business.
  • Measuring social media – This is probably top of mind for every corporate social media or digital marketing lead right now. We cover the topic of measurement quite extensively in the book. The book covers everything from how to create the scorecard, to how frequently you should be reporting, to how the information should be reported to internal stakeholders.
  • What’s next in digital marketing analytics? – Digital analytics is a rapidly evolving space, with new tools and techniques being developed every single day. Toward the end of the book we talk at length about the importance of mobile data becoming more robust, the growing area of social CRM (please, can we drop the social), what’s next in social media listening and beyond. These chapters are probably best for the analytics geeks among you.

Hopefully that gives you a sense for what we cover in the book, but if you need more information about the book we put together a quick video preview. Check it out.


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