Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution Review

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Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution ReviewI was looking for a marketing book that would help me reinvent marketing and sales strategies for our organization. I already knew a lot of the basics and was looking for a fresh approach that would help us compete more effectively since our market has changed considerably over the past couple of years. I also needed a book that would guide me through the social media jungle to figure out where I should focus time and money to get the most for our investment. I was not only impressed with the social media advice and recommendations (there is a whole social media strategy and planning guide section) but the entire marketing process that is described as a six step process called PRAISE which stands for Purpose, Research, Analyze, Strategize, Implement, Evaluate and Execute. I think most people (like me) want to go right to lead generation programs like direct mail, email marketing, internet advertising, etc. What I learned from this book was how to create better strategies that would help us find new customers and new markets for our services. By understanding how to make our customer's experiences more valuable and our services stand out from all our competitors, it was so much easier to develop a plan for the marketing tactics we should use. I also learned several ways to measure our marketing that were new ideas and methods I hadn't heard of before.
A nice bonus of this book is all the ideas about company culture and how to use culture as part of your marketing strategy. We already have a great company culture but I never really thought about how it was connected to marketing. The information presented on this topic alone is well worth the price of the book. The 10 Culture Rules at the end of the book is full of ideas that wil benefit not only employees but customers as well. Lots of substance in this book.
-Michelle O'Connor, SVP Learning Strategy & Innovation, CMR Institute
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Social Media Metrics Secrets Review

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Social Media Metrics Secrets ReviewNo book, no person, no tool contains a silver bullet for measuring and analyzing social media, and Lovett doesn't claim to do so anywhere in his book. One of many quotable quotes to that effect actually leads off Chapter 7: "If you flipped straight to this chapter in hopes of finding the magic solution for calculating the return on investment (ROI) in social media, let me put a pin in that thought balloon straight away." But, what the book *does* offer, and offers in spades, are a range of frameworks and pseudo-formulas ("pseudo" in a good way -- allowing for differing business environments and for a diverse range of social media channels, some of which, likely, do not yet exist) for approaching the *meaningful* measurement of social media, rather than simply the spitting out of readily available data. And, beyond simply offering the bromide of, "Tie your social media efforts to business results," Lovett provides a range of smart approaches (SMART being one of the time-tested approaches offered...and Lovett extends that to a SMARTER approach) *actually* measure performance and analyze results in the messy, messy world that is social media.
The book also covers a range of topics that are adjacent to the core mechanics of social media measurement -- eloquently articulating the social media imperative (if you are a marketer who still doubts whether the phenomenon is "real" and need further convincing), explaining how and why the "marketing funnel" is broken (it really always has been...but social media has really brought that to light and made the funnel paradigm an unworkable construct), assessing how businesses are fundamentally changing the ways they operate and interact with consumers, and even sounding a cautionary note when it comes to consumer privacy.
It's not a book to sit down and skim in an evening (although it is nicely modularized so that individual chapters can stand alone), but, rather, one to sit down and read with a highlighter, a pen, and a notepad, and Post-it flags for key pages (or...a Kindle and digital note-taking devices...but this review is for the paperback version!).Social Media Metrics Secrets Overview

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Actionable Web Analytics: Using Data to Make Smart Business Decisions Review

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Actionable Web Analytics: Using Data to Make Smart Business Decisions ReviewActionable Web Analytics is both well thought out and well written; but it's geared for big business (or medium size at least). If you're a general manager or executive type getting involved with web analytics this is a great book.
However, it's not geared toward the start-up entrepreneur. One of the sections talks about getting your "team" involved... your team being your: CMO (chief marketing officer), web team manager/leader, designer, information architect, usability expert, copywriter, developer, web analyst, strategist, channel manager, segmentation lead, etc. ,etc. For this I joked to my girlfriend that I guess i can have my meeting in front of the mirror! I'm all of these titles I guess. Another section talks about a company that incorrectly spent $150,000 per month on web analytics. While they did mention that this money was somewhat illspent, for entreprenurs this is totally irrelevant.
I gave it a good rating (4 stars) simply because I think the audience the authors intended (corporate types) will get a great benefit out of it. The book is particularly useful if a reader needs to put together a cohesive argument to someone else (e.g. upper management) that analytics (basically measurements) can help with making a company's website more profitable. To that end, the book does a great job!Actionable Web Analytics: Using Data to Make Smart Business Decisions Overview

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Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) Review

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Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) ReviewYes this is true, people seem so much fascinated about the tools these days. If you have one of the strong performing analytics tools like Omniture, Coremetrics, WebTrends, Google Analytics, etc you feel happy and contended that you are moving in the right direction but this is just a hallucination. And you know that at every month end when you send the excel report of your KPI's to the stakeholders and it just goes unnoticed as they don't know what to do.
Once you read this book, understand what is being told here, I bet you would know exactly what you have to do with those tools that puke data. The author has stressed on the entire process of Web Analytics which includes advance level understanding of KPIs (Key Performance Indicators), Benchmarking and even how to make your organization Web Analytics friendly.
I loved the How to Develop KPIs chapter. I read it twice - thrice, though mine is just a lead generation website but for me the Micro Level KPIs formulas were helpful. Second most important thing is the REAN model on which the author has stressed. I tried to ignore it at first thinking that its just another technical term to get famous but it turned out that if I think and plan according to the REAN model, the understanding and implementation becomes very easy of KPI's, reporting, Dashboard creation and other things. But this is a secret which I am not going to disclose to anyone in my organization because it simplifies things too much.
In all ... implementing the high end tool is of no use if at the end of the month you do not have any thing to action upon. In order to understand the actionable elements you need to get deeper (both Macro and Micro level) of your KPIs. If you believe Avinash Kaushik's 90 / 10 rule then this book is to help you in the 90 part.
Thanks ! Chandan Sharma
(Certified Google Analytics Individual, Certified Google AdWords Professional & Certified Usability Analyst from Human Factors International)Cult of Analytics: Driving online marketing strategies using web analytics (Emarketing Essentials) Overview

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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Review

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Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity ReviewAs with most books, I started by taking a look at a few sample pages of the book before getting deep into it. My first data point was page 248: where Avinash describes elegantly a case study on measuring offline applications using Google Analytics. Exquisite. Than, on page 279 he shows how to analyze video influence on revenues. Amazing.
After leafing through the book for a while I went back to the beginning and I really enjoyed the way Avinahs Kaushik links the content; bringing basic and important concepts and very advanced techniques side by side. The book has a friendly tone, i.e., it feels like walking down the street and talking to a friend. Avinash knows when to soothe the reader and let him know that this might be frustrating or difficult, he does not pretend to give all the answers.
A central theme on Avinash philosophy also in his previous book (Web Analytics: An Hour a Day) is that people will bring change, not tools. So, even though he proposes several techniques for choosing vendors, he puts in in its place: if you don't have people, you better look for them, no tool will help you. For every $100 you have, you should invest $90 on people and $10 on tools.
This book describes a holistic approach of the Web Analytics field which he defines as "the analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline)."
The book treats all the aspects that need to be understood in order to have a successful web strategy: clickstream data, testing, Voice of Customer, social, mobile, video, you name it. In addition, you will learn about planning and growing a web analytics career, so if you are serious about your career, this book is for you.
Concluding, 'Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity' is a landmark on the Web Analytics field and a must buy for anyone looking to grow and succeed in the Internet.Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Overview

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