Ask, Measure, Learn

Lutz Finger, a director at LinkedIn, is an authority on social media and text analytics. He’s also co-founder and former CEO of Fisheye Analytics, a media data-mining company whose products support governments and various NGOs, such as the Organisation for Economic Co-operation and Development (OECD) and the International Olympic Committee, which was acquired by the WPP group. Lutz is a highly regarded technology executive who built a sales center for Dell Europe as well as an incubator for mobile applications at Ericsson. He is a popular public speaker on business analytics and serves as an advisor and board member at several data-centric corporations in Europe and the US. He has an MBA from INSEAD as well as an MS in quantum physics from TU Berlin (Germany).

Soumitra Dutta, an authority on the impact of new technology on business, is the dean of the Samuel Curtis Johnson Graduate School of Management at Cornell University. Previously he was a Professorat INSEAD, a leading graduate business school. He is also co-founder and former Chairman of Fisheye Analytics.

Media Measurement by Function
Chapter 1 Marketing
Marketing and Social Media: The Promise and the Reality
Three Myths about Social Media
Branding
Purchase Intent
Summary
Chapter 2 Sales
Introduction
Reach Versus Intention
Recommendation Systems
The Technology of Recommendation Systems
Trust, Personality, and Reason
Summary
Chapter 3 Public Relations
PR Often Has No Measurable ROI
Measuring People
Measuring Distributing
PR to Warn
Summary
Chapter 4 Customer Care
New Voice of the Customer
Customer Care 2.0
Dos and Don’ts
Is Social Customer Care the New Commodity?
Automation and Business Intelligence
Summary
Chapter 5 Social CRM: Market Research
Case Study: Customer Lifecycle
Analytical CRM: The New Frontier
Which Data?
Summary
Chapter 6 Gaming the System
Spam and Robots
Creating Reach
How to Spot Bots
Smearing Opponents
Creating Influence and Intention
Spreading Paid Opinions: Grassroots and Astroturfing
Contagiousness
The Opposite of Virality: Suppressing Messages
Blurry Lines
Summary
Chapter 7 Predictions
Predicting the Future
Prediction of Learning
Predicting Elections
Predicting Box Offices
Predicting the Stock Market
Closing Predictions
Workbook Questions
Build Your Own Ask-Measure-Learn System
Chapter 8 Ask the Right Question
Case Study: Major Telecom Company
Formulate the Question
An Industry in Search of a Question
Summary
Chapter 9 Use the Right Data
Which Data Is Important?
Data Selection
Summary
Chapter 10 Define the Right Measurement
Examples of Social Media Metrics
The Risks of Metrics
Summary
Appendix
Appendix 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
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