Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior (Paperback)

Lutz Finger, Soumitra Dutta

商品描述

You can measure practically anything in the age of social media, but if you don’t know what you’re looking for, collecting mountains of data won’t yield a grain of insight. This non-technical guide shows you how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results.

Authors Lutz Finger and Soumitra Dutta originally devised this system to help governments and NGOs sift through volumes of data. With this book, these two experts provide business managers and analysts with a high-level overview of the Ask-Measure-Learn system, and demonstrate specific ways to apply social media analytics to marketing, sales, public relations, and customer management, using examples and case studies.

商品描述(中文翻譯)

社交媒體時代,你可以測量幾乎任何事情,但如果你不知道自己在尋找什麼,收集大量的數據也不會帶來任何洞察力。這本非技術指南向你展示如何使用Ask-Measure-Learn系統從大數據中提取重要的商業價值,該系統幫助你提出正確的問題、測量正確的數據,然後從結果中學習。

作者Lutz Finger和Soumitra Dutta最初設計了這個系統,以幫助政府和非政府組織篩選大量的數據。這本書提供了Ask-Measure-Learn系統的高層次概述,並通過實例和案例研究展示了如何將社交媒體分析應用於市場營銷、銷售、公共關係和客戶管理等領域,為商業經理和分析師提供指導。