The Marketing Analytics Practitioner's Guide: Volume 3: Digital Marketing

Contents
Preface
About the Author
Part VI Digital Marketing
	Chapter 18 New Media
		Preview
		New World
		Social Cloisters
		Spread of Misinformation – Fake News
		Lessons for Marketers
		New Rules, New Perspectives
		Social Listening
		Levelling the Marketing Playing Field
		Co-creation
		Crowdsourcing
		Riding the Long Tail
		Permission Marketing
		Inbound and Outbound Marketing
		Word-of-Mouth (Advocacy)
		Metrics and Analytics
		New World (Example): Digital Transformation in Real Estate
		Consumer Trends — Media Consumption
		Internet Basics
	Chapter 19 Digital Marketing
		Preview
		New Media, New Imperatives
		What Works Online — How to Get Discovered
		Building Online Assets
		Content Is King
		Personalization
		Buzz (Word-of-Mouth)/Influencer Marketing
		Growth of Advertising on the Internet
		Advertising on the Internet
		Outbound Advertising
		Inbound Advertising
		Viral Advertising – Challenge of Reaching the Masses
		Digital Advertising Formats
		Pricing Models
		Targeting
		Mobile Advertising
		Search Advertising
		Social Media Advertising
	Chapter 20 Facebook
		Preview
		Facebook
		Facebook Marketing — Vegemite
		Facebook Marketing — Singer Sewing Company
		Organic Reach
		Organic Marketing — Best Practices
		Paid Options
		Facebook Advert
		Ad Formats
		Facebook — Exercise
	Chapter 21 Twitter
		Preview
		How Is Twitter Different
		Trends
		Twitter Successes
		Content — Best Practices
		Marketing with Twitter
		Twitter Ad Campaigns
		Twitter Analytics
		Twitter — Exercise
	Chapter 22 Instagram
		Preview
		How Is Instagram Different
		Snapchat
		Instagram — Key Features
		Professional Account
		Organic Reach — Instagram Algorithm
		Profile — Best Practices on Instagram
		Content — Best Practices on Instagram
		Advertising on Instagram
		Instagram Insights
		Instagram — Exercise
	Chapter 23 YouTube
		Preview
		YouTube
		YouTube Brand Channels
		YouTube Marketing — Singer Sewing Company
		Video Ads
		Ad Formats
		Targeting
		Ad Auction
		Reserved Media Placement
		YouTube Analytics
		YouTube Ad Testing Framework (Copy Testing)
		YouTube — Exercise
	Chapter 24 LinkedIn
		Preview
		LinkedIn
		LinkedIn Company Page
		LinkedIn Marketing for Businesses
		Organic Reach
		Publishing on LinkedIn
		LinkedIn Advertising
		Types of LinkedIn Ads
		LinkedIn Groups
		LinkedIn Analytics — Posts and Articles
		What Constitutes a View on LinkedIn Posts?
		LinkedIn Analytics for Advertising
		LinkedIn Marketing — Factors to Consider
	Chapter 25 Search Engine Optimization
		Preview
		Search — Overview
		Traffic Source and Medium
		How Search Engines Work
		Search Engine Optimization — Overview
		Strategize
		On-Page Optimization
		Landing Pages — Approach to SEO
		Targeting Keywords and Phrases
		Long and Short Tail Keywords
		Category, Brand and Competitor Keywords
		Keyword Synonyms
		Keyword Density
		Placing Keywords
		Schema.org
		Internal Links
		Breadcrumb
		Regulating Crawlers: sitemap.xml and robots.txt
		Page Speed
		Mobile Usability
		Attracting Inbound Links
		Off-Page Optimization
		PageRank — Measure of Authority of Webpage
		Unnatural or Artificial Links
		Review
		Google Search Console
		SEO — Exercise
	Chapter 26 Search Advertising
		Search Advertising
		Why Advertise?
		Search Ads and Display Ads
		Google’s Ad Auction — How It Works
		Google Ads — Advertising Architecture
		Google Ads — Ad Format & Anatomy
		Campaigns and Budgeting
		Google Ads — Conversion Tracking Tags
		Keywords
		Category, Brand and Competitor Keywords
		Keywords Research
		Keyword Strategy
		Execution: Practices to Improve Effectiveness of Search Advertising
		Keyword Matching
		Google Ads — Extension Assets
		Search Marketing — Exercise
	Chapter 27 Web Analytics
		Preview
		Data Collection — Server Logs
		Server Logs — Drawbacks
		Data Collection — Page Tagging (JavaScript)
		Cookie
		Data Collection — Authentication Systems
		Landing and Exit Pages
		Metrics
		Time Duration, Pages/Session and Engagement
		Share of Voice for Search
		Conversion and Conversion Path
		Markov Chain — Probabilistic Data-Driven Attribution
		Google Analytics
		Mobile Analytics
		Industry Benchmarks and Competitive Intelligence
		Optimize
		Web Analytics — Framework
	Chapter 28 Digital — Execution
		Preview
		Build Website
		Content Management Systems
		Optimize for Search Engines
		Social Listening
		Advocacy and Influencer Marketing
		Social Media Marketing
		Advertising
		Conversion — Digital Marketing Funnel
		Monitor Performance — Review
		Prop-GPT — Case Example
References
Subject Index
Company and Product Index
People and Place Index