Tesco
Ask, Measure, Learn
Book

Ask, Measure, Learn

Using Social Media Analytics to Understand and Influence Customer Behavior

Lutz Finger and Soumitra Dutta
O'Reilly, 2014

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Editorial Rating

7

Qualities

  • Analytical
  • Applicable
  • For Beginners

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.

Take-Aways

  • Today’s social media surge resembles the 19th century “gold rush”: A few people will get rich, and many will go broke.
  • Social media and analytics bring opportunity to those marketers with knowledge, patience and the right expectations.
  • Without the right focus, big data yields little or nothing of value.

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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