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

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"O'Reilly Media, Inc.", Jan 23, 2014 - Business & Economics - 338 pages

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.

 

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Contents

Part II Build Your Own AskMeasureLearn System
215
Part III Appendix
279
Index
293
About the Authors
305
Copyright

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About the author (2014)

Lutz Finger is head of Social and Unstructured Data Analytics at LinkedIn. Lutz is co-founder and former CEO of Fisheye Analytics, a media data mining company. As an expert for data analytics he has supported various industries, from Brands such as Telefonica or the Daily Mail Group to the governments and NGO 's such as the World Economic Forum and the Olympic Committee .

Before building up Fisheye Analytics, Lutz led Dell's online merchandizing business in Europe. Lutz is an Intra/Entrepreneur by heart. He has successfully built up several businesses such as a new sales center for Dell in Germany, an incubator for mobile applications for Ericsson and a start up selling online individualized Cards.

Lutz has a Masters in Quantum Physics and an MBA from INSEAD. Currently he is writing a book on how to use data analytics within a business together with Soumitra Dutta.

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