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Lutz Finger and Soumitra Dutta
Ask, Measure, Learn
Using Social Media Analytics to Understand and Influence Customer Behavior
O’Reilly, 2014
Sobre o que é?
Social media statistics provide big data, big lies, big problems and big opportunities.
Recommendation
At last, here’s a “big data” social media book that tells it like it is. From the first chapter, data analytics experts Lutz Finger and Soumitra Dutta dispense with the breathless cheerleading that characterizes books in this genre. By pointing out the challenges, flaws, limitations and shortcomings of big data analytics and social media marketing – along with their tremendous potential – Finger and Dutta earn trust and interest from the start. This isn’t exactly a “how to” book on measurement, but it will help you consider what to collect and measure from your social media activity. You can use this guide to separate fantasy from reality and to zero in on effective social media marketing strategies. Though the book suffers some structural flaws, the writing itself is solid. getAbstract recommends the authors’ advice to marketing managers, advertising professionals, and anyone seeking to understand social media analytics and marketing techniques.
Summary
About the Authors
Lutz Finger, director of analytics at LinkedIn, and Soumitra Dutta, professor and dean at Cornell University, founded the data firm Fisheye Analytics. Their “Ask, Measure, Learn” system helps organizations manage data and leverage social media.
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