The Resource Digital marketing analytics : making sense of consumer data in a digital world, Chuck Hemann, Ken Burbary, (electronic resource)

Digital marketing analytics : making sense of consumer data in a digital world, Chuck Hemann, Ken Burbary, (electronic resource)

Label
Digital marketing analytics : making sense of consumer data in a digital world
Title
Digital marketing analytics
Title remainder
making sense of consumer data in a digital world
Statement of responsibility
Chuck Hemann, Ken Burbary
Creator
Contributor
Author
Subject
Genre
Language
eng
Cataloging source
UMI
http://library.link/vocab/creatorName
Hemann, Chuck
Illustrations
illustrations
Index
index present
LC call number
HF5415.1265
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Burbary, Ken
http://library.link/vocab/subjectName
  • Internet marketing
  • Digital media
  • Social media
  • Marketing
Label
Digital marketing analytics : making sense of consumer data in a digital world, Chuck Hemann, Ken Burbary, (electronic resource)
Link
https://mcpl.idm.oclc.org/login?url=http://proquestcombo.safaribooksonline.com/?uiCode=midcontpl&xmlId=9780134997797
Instantiates
Publication
Copyright
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 4
  • Brand Share
  • 62
  • Share of Voice
  • 63
  • Share of Search
  • 64
  • Share of Audience
  • 66
  • Brand Audience
  • 68
  • Paid Media
  • Total Audience Reach
  • 69
  • Total Audience Attention
  • 70
  • Total Audience Engagement
  • 71
  • Brand and Consumer Alignment
  • 71
  • Future of Digital Brand Analysis
  • 73
  • 6
  • 5
  • Digital Analysis: Audience
  • 75
  • What Is Audience Analysis?
  • 78
  • Audience Analysis Use Cases
  • 80
  • Digital Strategy Development
  • 80
  • Content Strategy Development
  • Owned Media
  • 81
  • Engagement Strategy
  • 81
  • Search Engine Optimization
  • 82
  • Content Optimization
  • 82
  • User Experience Design
  • 82
  • Audience Segmentation
  • 9
  • 83
  • Audience Analysis Tool Types
  • 83
  • Additional Audience Analysis Techniques
  • 89
  • Conversation Typing
  • 90
  • Event Triggers
  • 92
  • 6
  • Competitive Intelligence
  • Digital Analysis: Ecosystem
  • 93
  • Ecosystem Analysis
  • 94
  • Ecosystem Analysis Outputs
  • 97
  • Digital Ecosystem Maps
  • 98
  • 7
  • Return on Investment
  • 10
  • 99
  • Defining ROI
  • 100
  • Return on Engagement (Roe)
  • 101
  • Return on Influence
  • 102
  • Return on Experience
  • 104
  • Properly Tracking ROI
  • Click stream (Web Analytics)
  • 105
  • Understanding the Top-Down Revenue Measurement Approaches
  • 106
  • Utilizing Bottom - Up Measurement Models
  • 108
  • Three - Tiered Approach to Measuring Digital Marketing Effectiveness
  • 112
  • 8
  • Understanding Digital Influence
  • 115
  • 11
  • Understanding the Reality of Digital Influence
  • 117
  • The "Tipping Point" Phenomenon
  • 117
  • Community Rules Phenomenon
  • 118
  • Developing a Modern - Day Media List
  • 119
  • Using the Tools of the Trade
  • 121
  • Conversion Analytics
  • Klout
  • 122
  • Other important Influencer Analysis Tools
  • 124
  • Developing Your Own Influence Approach
  • 126
  • Online Versus Offline Influence
  • 127
  • Using the Influencer List
  • 128
  • 1
  • 12
  • 9
  • How to Use Digital Analytics to Inform Marketing Programs
  • 131
  • Understanding the Social Media Landscape Analysis
  • 133
  • Search and Owned Analysis
  • 139
  • Conducting Media Analysis
  • 141
  • 10
  • Custom Segmentation
  • Improving Customer Service
  • 145
  • Customer Expectations
  • 146
  • Social Customer Service Conflict
  • 148
  • Understanding the Customer
  • 151
  • Understanding Customer Intent
  • 152
  • 13
  • Personalizing the Customer Experience
  • 152
  • Social Customer Service Models
  • 153
  • Ad Hoc Stage of Customer Service
  • 153
  • Limited Stage of Customer Service
  • 153
  • Formal Stage of Customer Service
  • 153
  • Visual Overlays
  • Delta Air Lines
  • 154
  • References
  • 156
  • 11
  • Using Digital Analytics to Anticipate a Crisis
  • 157
  • Developing a Modern-Day Issues Management Plan
  • 158
  • Identifying Known Issues
  • 13
  • 160
  • Listing the Known Issues
  • 160
  • Knowing the Share of Conversation Online
  • 161
  • Profiling Pro and Con Influencers
  • 163
  • Briefing and Getting to Know the Influencers
  • 163
  • Placing the Right Content
  • Social Media Reporting
  • 163
  • Knowing the Positive and Negative Words
  • 164
  • Tagging the Right Words
  • 165
  • Crisis Day Monitoring and Ongoing Reporting
  • 166
  • Dealing with the Issue Hitting
  • 166
  • Developing Your Content Plan
  • 13
  • 167
  • Developing Your Reporting Plan and Reporting Cadence
  • 168
  • Reporting Frequency and Contents During a Crisis
  • 169
  • Reporting Frequency and Contents after a Crisis
  • 169
  • Correcting the History after a Crisis Is Over
  • 171
  • Evaluating Your Preliminary Research
  • User Experience Feedback
  • 171
  • Identifying Key Third Parties and a Content Syndication Plan
  • 172
  • 12
  • Launching a New Product
  • 173
  • General Overview of the Product Lifecycle
  • 174
  • Product Lifecycle Introduction Phase
  • 176
  • 15
  • What Is the Consumer Reaction to Product X?
  • 178
  • What Are the Consumer Concerns About Product X?
  • 179
  • What Are the Consumer's Unmet or Unstated Needs?
  • 179
  • Product Lifecycle Growth Phase
  • 180
  • What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?
  • 181
  • Real-Time Site Analytics
  • Who Are the Influencers in the Product X Conversation?
  • 182
  • What Is the Consumer Reaction to Retail or Promotions for Product X?
  • 183
  • Product Lifecycle Maturity Phase
  • 184
  • What Consumer Trends and Preferences Have Emerged Around Product X Use?
  • 186
  • What Related Products Do Consumers Show Interest In?
  • 186
  • Understanding the Synergetic Digital Ecosystem
  • 15
  • Conclusion
  • 186
  • 13
  • Building Your Research Plan
  • 189
  • Developing Your Source List
  • 190
  • Identifying Data Sources
  • 191
  • Picking the Channels for Analysis
  • References
  • 193
  • Identifying Search and Source Languages
  • 195
  • Nailing Down the Research Methods
  • 196
  • Developing a Hypothesis
  • 197
  • Time Frame for Analysis
  • 199
  • Identifying the Project Team
  • 16
  • 200
  • Determining the Depth of Analysis
  • 201
  • Building the Coding Framework
  • 202
  • Taking a Sentiment Approach
  • 203
  • Filtering Spam and Bots
  • 204
  • References
  • 2
  • 205
  • 14
  • Building Reports that Will Actually Be Useful
  • 207
  • Constructing Reports
  • 208
  • Building a Report from Back to Front
  • 209
  • Formatting Reports
  • 213
  • Understanding Digital Analytics Concepts
  • Understanding Tour Report Time Frame
  • 214
  • Delivering a Report
  • 215
  • Understanding Report Use Cases
  • 216
  • Executive - Level Use Case
  • 217
  • Management - Level Use Case
  • 218
  • 17
  • Analyst - Level Use Case
  • 219
  • Building a Central Repository of Information
  • 220
  • Command Centers
  • 221
  • Web - Based Applications
  • 222
  • 15
  • Future of Digital Data
  • Starting at the Top
  • 223
  • Watching How the Digital Analytics Disciplines Evolve
  • 225
  • Looking Back at How Social Media Listening Has Evolved
  • 226
  • Diving into Search Analytics
  • 228
  • Looking into the Audience Analysis Crystal Ball
  • 228
  • Forecasting the Content Analysis of the Future
  • 18
  • 229
  • Understanding the Influencer Analysis Landscape
  • 230
  • Understanding Where Digital Analytics Goes from Here
  • 231
  • Bridging the Analytics Talent Gap
  • 232
  • Housing Your Customer Data
  • 234
  • Continuing Consolidation of Data Sources just as New Sources of Data Emerge
  • Applying a Measurement Framework
  • 235
  • Dealing with Growing Concerns about Consumer Privacy
  • 236
  • Making Social Data Become More Available to Brands
  • 237
  • Continuing Struggle by Companies to Get Clean and Accurate Data
  • 237
  • Continuing Measurement Challenges for Chief Marketing Officers (CMOs)
  • 238
  • Scratching the Surface of Machine Learning and Artificial Intelligence
  • 19
  • 238
  • References
  • 241
  • 1
  • Determining Your Owned and Earned Social Metrics
  • 20
  • Owned Social Metrics
  • 21
  • Earned Social Media Metrics
  • 30
  • Demystifying Web Data
  • 32
  • Digital Advertising Concepts
  • 34
  • Evolution of the Digital Ecosystem
  • Searching for the Right Metrics
  • 35
  • Paid Search
  • 36
  • Organic Searches
  • 37
  • Aligning Digital and Traditional Analytics
  • 38
  • Primary Research
  • 39
  • 2
  • Traditional Media Monitoring
  • 40
  • Traditional CRM Data
  • 40
  • Bringing It All Together
  • 41
  • Reporting Timeline
  • 41
  • Reporting Template
  • 41
  • Data Growth Trends
  • Different Strokes for Different Folks
  • 42
  • 3
  • Choosing Your Analytics Tools
  • 43
  • Evaluating New Marketing Technologies
  • 44
  • Organizing Your Marketing Technology Stack
  • 47
  • Cisco's Marketing Technology Stack
  • 3
  • 48
  • Intel's Marketing Technology Stack
  • 49
  • Identifying Critical Marketing Technology Solutions
  • 51
  • Who Decides Which Tool to Buy?
  • 54
  • Achieving Adoption of Marketing Technology Solutions
  • 54
  • Conclusion
  • Digital Media Types
  • 57
  • References
  • 57
  • 4
  • Digital Analysis: Brand
  • 59
  • Benefits of Digital Brand Analysis
  • 60
  • Brand Analysis in the Digital Age
  • 61
Control code
on1035957567
Dimensions
unknown
Edition
Second edition.
Extent
1 online resource (1 volume)
Form of item
online
Isbn
9780134997797
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Sound
unknown sound
Specific material designation
remote
Stock number
CL0500000965
System control number
  • (Sirsi) on1035957567
  • (OCoLC)1035957567
Label
Digital marketing analytics : making sense of consumer data in a digital world, Chuck Hemann, Ken Burbary, (electronic resource)
Link
https://mcpl.idm.oclc.org/login?url=http://proquestcombo.safaribooksonline.com/?uiCode=midcontpl&xmlId=9780134997797
Publication
Copyright
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 4
  • Brand Share
  • 62
  • Share of Voice
  • 63
  • Share of Search
  • 64
  • Share of Audience
  • 66
  • Brand Audience
  • 68
  • Paid Media
  • Total Audience Reach
  • 69
  • Total Audience Attention
  • 70
  • Total Audience Engagement
  • 71
  • Brand and Consumer Alignment
  • 71
  • Future of Digital Brand Analysis
  • 73
  • 6
  • 5
  • Digital Analysis: Audience
  • 75
  • What Is Audience Analysis?
  • 78
  • Audience Analysis Use Cases
  • 80
  • Digital Strategy Development
  • 80
  • Content Strategy Development
  • Owned Media
  • 81
  • Engagement Strategy
  • 81
  • Search Engine Optimization
  • 82
  • Content Optimization
  • 82
  • User Experience Design
  • 82
  • Audience Segmentation
  • 9
  • 83
  • Audience Analysis Tool Types
  • 83
  • Additional Audience Analysis Techniques
  • 89
  • Conversation Typing
  • 90
  • Event Triggers
  • 92
  • 6
  • Competitive Intelligence
  • Digital Analysis: Ecosystem
  • 93
  • Ecosystem Analysis
  • 94
  • Ecosystem Analysis Outputs
  • 97
  • Digital Ecosystem Maps
  • 98
  • 7
  • Return on Investment
  • 10
  • 99
  • Defining ROI
  • 100
  • Return on Engagement (Roe)
  • 101
  • Return on Influence
  • 102
  • Return on Experience
  • 104
  • Properly Tracking ROI
  • Click stream (Web Analytics)
  • 105
  • Understanding the Top-Down Revenue Measurement Approaches
  • 106
  • Utilizing Bottom - Up Measurement Models
  • 108
  • Three - Tiered Approach to Measuring Digital Marketing Effectiveness
  • 112
  • 8
  • Understanding Digital Influence
  • 115
  • 11
  • Understanding the Reality of Digital Influence
  • 117
  • The "Tipping Point" Phenomenon
  • 117
  • Community Rules Phenomenon
  • 118
  • Developing a Modern - Day Media List
  • 119
  • Using the Tools of the Trade
  • 121
  • Conversion Analytics
  • Klout
  • 122
  • Other important Influencer Analysis Tools
  • 124
  • Developing Your Own Influence Approach
  • 126
  • Online Versus Offline Influence
  • 127
  • Using the Influencer List
  • 128
  • 1
  • 12
  • 9
  • How to Use Digital Analytics to Inform Marketing Programs
  • 131
  • Understanding the Social Media Landscape Analysis
  • 133
  • Search and Owned Analysis
  • 139
  • Conducting Media Analysis
  • 141
  • 10
  • Custom Segmentation
  • Improving Customer Service
  • 145
  • Customer Expectations
  • 146
  • Social Customer Service Conflict
  • 148
  • Understanding the Customer
  • 151
  • Understanding Customer Intent
  • 152
  • 13
  • Personalizing the Customer Experience
  • 152
  • Social Customer Service Models
  • 153
  • Ad Hoc Stage of Customer Service
  • 153
  • Limited Stage of Customer Service
  • 153
  • Formal Stage of Customer Service
  • 153
  • Visual Overlays
  • Delta Air Lines
  • 154
  • References
  • 156
  • 11
  • Using Digital Analytics to Anticipate a Crisis
  • 157
  • Developing a Modern-Day Issues Management Plan
  • 158
  • Identifying Known Issues
  • 13
  • 160
  • Listing the Known Issues
  • 160
  • Knowing the Share of Conversation Online
  • 161
  • Profiling Pro and Con Influencers
  • 163
  • Briefing and Getting to Know the Influencers
  • 163
  • Placing the Right Content
  • Social Media Reporting
  • 163
  • Knowing the Positive and Negative Words
  • 164
  • Tagging the Right Words
  • 165
  • Crisis Day Monitoring and Ongoing Reporting
  • 166
  • Dealing with the Issue Hitting
  • 166
  • Developing Your Content Plan
  • 13
  • 167
  • Developing Your Reporting Plan and Reporting Cadence
  • 168
  • Reporting Frequency and Contents During a Crisis
  • 169
  • Reporting Frequency and Contents after a Crisis
  • 169
  • Correcting the History after a Crisis Is Over
  • 171
  • Evaluating Your Preliminary Research
  • User Experience Feedback
  • 171
  • Identifying Key Third Parties and a Content Syndication Plan
  • 172
  • 12
  • Launching a New Product
  • 173
  • General Overview of the Product Lifecycle
  • 174
  • Product Lifecycle Introduction Phase
  • 176
  • 15
  • What Is the Consumer Reaction to Product X?
  • 178
  • What Are the Consumer Concerns About Product X?
  • 179
  • What Are the Consumer's Unmet or Unstated Needs?
  • 179
  • Product Lifecycle Growth Phase
  • 180
  • What Are the Communities, Sites, and Social Platforms in Which Product X Is Being Discussed, Shared, and Evaluated?
  • 181
  • Real-Time Site Analytics
  • Who Are the Influencers in the Product X Conversation?
  • 182
  • What Is the Consumer Reaction to Retail or Promotions for Product X?
  • 183
  • Product Lifecycle Maturity Phase
  • 184
  • What Consumer Trends and Preferences Have Emerged Around Product X Use?
  • 186
  • What Related Products Do Consumers Show Interest In?
  • 186
  • Understanding the Synergetic Digital Ecosystem
  • 15
  • Conclusion
  • 186
  • 13
  • Building Your Research Plan
  • 189
  • Developing Your Source List
  • 190
  • Identifying Data Sources
  • 191
  • Picking the Channels for Analysis
  • References
  • 193
  • Identifying Search and Source Languages
  • 195
  • Nailing Down the Research Methods
  • 196
  • Developing a Hypothesis
  • 197
  • Time Frame for Analysis
  • 199
  • Identifying the Project Team
  • 16
  • 200
  • Determining the Depth of Analysis
  • 201
  • Building the Coding Framework
  • 202
  • Taking a Sentiment Approach
  • 203
  • Filtering Spam and Bots
  • 204
  • References
  • 2
  • 205
  • 14
  • Building Reports that Will Actually Be Useful
  • 207
  • Constructing Reports
  • 208
  • Building a Report from Back to Front
  • 209
  • Formatting Reports
  • 213
  • Understanding Digital Analytics Concepts
  • Understanding Tour Report Time Frame
  • 214
  • Delivering a Report
  • 215
  • Understanding Report Use Cases
  • 216
  • Executive - Level Use Case
  • 217
  • Management - Level Use Case
  • 218
  • 17
  • Analyst - Level Use Case
  • 219
  • Building a Central Repository of Information
  • 220
  • Command Centers
  • 221
  • Web - Based Applications
  • 222
  • 15
  • Future of Digital Data
  • Starting at the Top
  • 223
  • Watching How the Digital Analytics Disciplines Evolve
  • 225
  • Looking Back at How Social Media Listening Has Evolved
  • 226
  • Diving into Search Analytics
  • 228
  • Looking into the Audience Analysis Crystal Ball
  • 228
  • Forecasting the Content Analysis of the Future
  • 18
  • 229
  • Understanding the Influencer Analysis Landscape
  • 230
  • Understanding Where Digital Analytics Goes from Here
  • 231
  • Bridging the Analytics Talent Gap
  • 232
  • Housing Your Customer Data
  • 234
  • Continuing Consolidation of Data Sources just as New Sources of Data Emerge
  • Applying a Measurement Framework
  • 235
  • Dealing with Growing Concerns about Consumer Privacy
  • 236
  • Making Social Data Become More Available to Brands
  • 237
  • Continuing Struggle by Companies to Get Clean and Accurate Data
  • 237
  • Continuing Measurement Challenges for Chief Marketing Officers (CMOs)
  • 238
  • Scratching the Surface of Machine Learning and Artificial Intelligence
  • 19
  • 238
  • References
  • 241
  • 1
  • Determining Your Owned and Earned Social Metrics
  • 20
  • Owned Social Metrics
  • 21
  • Earned Social Media Metrics
  • 30
  • Demystifying Web Data
  • 32
  • Digital Advertising Concepts
  • 34
  • Evolution of the Digital Ecosystem
  • Searching for the Right Metrics
  • 35
  • Paid Search
  • 36
  • Organic Searches
  • 37
  • Aligning Digital and Traditional Analytics
  • 38
  • Primary Research
  • 39
  • 2
  • Traditional Media Monitoring
  • 40
  • Traditional CRM Data
  • 40
  • Bringing It All Together
  • 41
  • Reporting Timeline
  • 41
  • Reporting Template
  • 41
  • Data Growth Trends
  • Different Strokes for Different Folks
  • 42
  • 3
  • Choosing Your Analytics Tools
  • 43
  • Evaluating New Marketing Technologies
  • 44
  • Organizing Your Marketing Technology Stack
  • 47
  • Cisco's Marketing Technology Stack
  • 3
  • 48
  • Intel's Marketing Technology Stack
  • 49
  • Identifying Critical Marketing Technology Solutions
  • 51
  • Who Decides Which Tool to Buy?
  • 54
  • Achieving Adoption of Marketing Technology Solutions
  • 54
  • Conclusion
  • Digital Media Types
  • 57
  • References
  • 57
  • 4
  • Digital Analysis: Brand
  • 59
  • Benefits of Digital Brand Analysis
  • 60
  • Brand Analysis in the Digital Age
  • 61
Control code
on1035957567
Dimensions
unknown
Edition
Second edition.
Extent
1 online resource (1 volume)
Form of item
online
Isbn
9780134997797
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Sound
unknown sound
Specific material designation
remote
Stock number
CL0500000965
System control number
  • (Sirsi) on1035957567
  • (OCoLC)1035957567

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    8900 NE Flintlock Road, Kansas City, MO, 64157, US
    39.253636 -94.467911
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