Trendology Building an Advantage through Data-Driven Real-Time Marke
In this, the first data-driven guide to real time marketing, Chris Kerns outlines the value of RTM via a comprehensive social data performance analysis. He lays out best practices for measuring RTM, injects a data-driven mindset into every step of its met
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10.1057/9781137479563 - Trendology, Chris Kerns
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-10-28
Trendology
10.1057/9781137479563 - Trendology, Chris Kerns
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-10-28
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Building an Advantage through Data-Driven Real-Time Marketing
Chris Kerns
10.1057/9781137479563 - Trendology, Chris Kerns
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-10-28
Trendology
Copyright © Spredfast, Inc., 2014. All rights reserved. First published in 2014 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–1–137–47955–6 Library of Congress Cataloging-in-Publication Data Kerns, Chris. Trendology : building an advantage through data-driven real-time marketing / Chris Kerns. pages cm ISBN 978–1–137–47955–6— ISBN 1–137–47955–8 1. Marketing. 2. Internet marketing. 3. Social media. I. Title. HF5415.K457 2014 658.8—dc23 2014023874 A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: November 2014 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.
10.1057/9781137479563 - Trendology, Chris Kerns
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-10-28
trendology
vii
List of Figures
xi
Foreword
xiii
Acknowledgments
xv
Author’s Note Introduction No Time Like the Present
1
1 Relevance Is Trending Up
13
2 Understanding Brands on Twitter
39
3 RTM Performance for Big, Known Events
87
4 RTM Performance for Unknown Events and Daily Trends
125
5 Laying a Data-Driven Foundation for Real-Time
147
6 Aiming for Real-Time Success
167
7 The Data-Driven RTM Process
181
8 The Future of RTM
207
9 Conclusion
225
Notes
227
Index
229
10.1057/9781137479563 - Trendology, Chris Kerns
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-10-28
Contents
10.1057/9781137479563 - Trendology, Chris Kerns
Copyright material from www.palgraveconnect.com - licensed to Bibliotheque de l'Universite Laval - PalgraveConnect - 2015-10-28
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