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Index
Ask, Measure, Learn
Dedication
Dedication
Introduction
The Fourth V of Data
The Promise
The Data Focus
More Data
Better Technology
Analytics Focus
What This Book Covers
Chapter Outline
Safari® Books Online
How to Contact Us
Acknowledgments
I. Media Measurement by Function
1. Marketing
Marketing and Social Media: The Promise and the Reality
Three Myths about Social Media
Social Media Is Cheap
Social Media Is Fast
Social Media Is Just Another Channel
Branding
Social Media: A New Class of Metrics
Reach Does Not Equal Awareness
Case: Virgin Atlantic Airways
Where is Linda?
Return on Investment: Was Linda Worth It?
Purchase Intent
How to Find Purchase Intent
Behavioral Targeting
Social Targeting
You Say It...
You Like It...
Your Friends Like It...
Homophily versus Influence
Social Connections versus Behavior
The Influencer
Summary
Workbook
2. Sales
Introduction
Social Sales
Data-Driven Sales
Reach Versus Intention
Social Confirmation Creates Trust
User Ratings
User comments
Peer Pressure
Do Social Confirmation and Peer Pressure Work?
What—or Who—Would Make You Buy?
Recommendation Systems
Collaborative Recommendations
Content-Based Recommendations
The Technology of Recommendation Systems
The Cold-Start Problem
Not Enough Data
No Surprises
How to Build a Recommendation System: Start Small
Trust, Personality, and Reason
Personal Relationships
Reason
Summary
Workbook
3. Public Relations
PR Often Has No Measurable ROI
Measuring People
Reach in PR
Context in PR
Context of the content
Context of the author
Journalism CRM
Communication Is Human
Six principles of influence
Measuring Distributing
Clipping
The Myth of Number of Articles
Reading Lists
Engagement
Clicking
Sharing, Liking, Thumbs Up
Commenting
Copying
Effort versus Impact
Case: Spread of the Idea of “Resilient India”
PR to Warn
Examples of PR disasters
Inappropriate selling
Underestimation of virality
Self-censorship
Impersonation
No Early Warning Systems
Nondeterministic
Speed to disaster
Case: McDonald’s
Warning Signals
Summary
Workbook
4. Customer Care
New Voice of the Customer
Dell Hell
United Breaks Guitars
Customer Care 2.0
Knowledge Bases and Customer Self-Service
Happier Employees
Smart Selection
Positive Publicity
Dos and Don’ts
Get Clients into Your Service Channel
Mind the Trolls
Resources and Scaling
Is Social Customer Care the New Commodity?
Automation and Business Intelligence
A Case of Airline Customer Satisfaction
Sentiment Algorithm
Anaphora Algorithm
Context
Can we use it at all?
Case Sony Ericsson—special words
A Dynamic Approach to Machine Learning
Case: newBrandAnalytics
Case: Dell’s customer care
Summary
Workbook
5. Social CRM: Market Research
Case Study: Customer Lifecycle
Analytical CRM: The New Frontier
Issues with the Traditional Way
Turning CRM Around
Facebook and Open Graph
Which Data?
Social Media: Too Shallow?
Personal Data: Too Sensitive?
Summary
Workbook
6. Gaming the System
Spam and Robots
Creating Reach
How to Spot Bots
Smearing Opponents
John Sununu
Follower Scandals
Creating Influence and Intention
A Turing Test on Twitter
The US Military’s Search for Social Media Robots
Spreading Paid Opinions: Grassroots and Astroturfing
SOPA and PIPA Act: A Modern Grassroots Movement
Microsoft’s Antitrust Case
China’s 50-Cent Bloggers
Cause, Access, and Reach
Contagiousness
Kony2012
Viral by Design
The Truth about the Truth
How to Spot Attempts to Create Contagiousness
The Opposite of Virality: Suppressing Messages
Blurry Lines
The Case of Facebook
Summary
Workbook
7. Predictions
Predicting the Future
Prediction of Learning
Predicting Elections
Selection Bias
Bad PR Bias
Predicting Voting Behavior
Predicting Box Offices
The Movie Industry
Insights with Caution
Conclusion
Predicting the Stock Market
Closing Predictions
Workbook Questions
II. Build Your Own Ask-Measure-Learn System
8. Ask the Right Question
Case Study: Major Telecom Company
Background Knowledge
Was He Heard?
Formulate the Question
Creative Discovery
Domain Knowledge
The Right Question
An Industry in Search of a Question
Summary
Workbook Questions
9. Use the Right Data
Which Data Is Important?
Causation
Correlation versus causation
Direct effect
Reverse effect
The unknown third
All of the above
Testing for Correlation
Error, or Why Structured Data Is Superior
Structured
Unstructured
Cost and Insider Knowledge
Case: A Matchmaking Engine
Data Selection
Sampling
Subsets
I know keywords
No truth
Case: Haiti
Summary
Workbook
10. Define the Right Measurement
Examples of Social Media Metrics
Influence
Consumer Preference
The Quest for ROI
The Risks of Metrics
Influencing the metric
Wrong behavior
Changes Over Time and Space
Overcoming the issues
Summary
Workbook
III. Appendix
A. All Names
Endorsement
Introduction
Chapter 1, Marketing
Chapter 2, Sales
Chapter 3, Public Relations
Chapter 4, Customer Care
Chapter 5, Social CRM: Market Research
Chapter 6, Gaming the System
Chapter 7, Predictions
Chapter 8, Ask the Right Question
Chapter 9, Use the Right Data
Chapter 10, Define the Right Measurement
Index
About the Authors
Colophon
Copyright
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