MKT-640: Digital Marketing Analytics

Digital marketing analytics
Second Edition

Chapter 2
Understanding Digital
Analytics Concepts

Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Context in Data Analysis and Reporting
● Enhances Understanding: Contextual data provides additional
background and situational details, leading to a more
comprehensive analysis and interpretation.
● Improves Credibility: Greater contextual awareness improves
credibility and trust with stakeholders, as it provides better insights
and prevents erroneous conclusions.
● Enables Effective Communication: Understanding the context of
data analysis is crucial for effective communication, decisionmaking, and convincing others.
● Drives Better Business Decisions: Data context empowers a better
understanding of how data sets relate to each other and provides
richer insights into why events occur in the real world, thus driving
better business decisions.
● Validates and Enriches Data: Including context helps validate,
benchmark, and enrich data and results, preventing the oversight of
important factors that affect the data and results

Starting at the Top
Behavior—This is the most critical component of goal setting. Are you trying to increase
awareness with your target audience, or are you trying to get your target audience to take
some sort of action? Take a moment to sit down and write out what your desired
behaviors are from the program.

Amount of change—Identifying how much you want the behavior to change is important.
It can be expressed as a raw number (for example, the number of new people entering a
store is expected to go up by 5,000 customers) or as a percentage (for example, the
number of new people entering a store is expected to increase by 10%).

Time—Every goal should have a time element. Whether it is a year, a month, or a week,
professionals should be looking to identify how long the program or campaign will last.

Applying a Measurement Framework

Figure 2.1 Sample Scorecard Format.
From Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2/e by Chuck Hemann and Ken Burbary (0789759608) Copyright
© 2018 Pearson Education, Inc. All rights reserved

Social Media Analytics Techniques
● Gathering and Analyzing Data: Collect and analyze performance
data to measure the success of social media strategies.
● Identifying Relevant Metrics: Decide on specific data points to
track, such as reach, engagements, impressions, and social ROI
● Utilizing Analytics Tools: Use social media analytics tools like
Hootsuite, Sprout Social, and HubSpot to gather, organize, and
share essential social metrics

Web Analytics Techniques
● Tracking Acquisition Channels: Monitor where visitors are coming
from, such as social media channels, search engines, and
advertisements.
● Measuring Online Presence: Track and measure web and social
media analytics to understand website performance and customer
activity.

Owned and Earned Social Metrics
Owned social metrics—These metrics are related to the social channels (Facebook page,
Twitter account, YouTube channel, and so on) that you are currently maintaining.

Earned social metrics—When communications programs are developed, professionals
design them in the hope that conversation will take place outside owned social channels.
Every conversation about the program or the brand that you did not directly “pitch” would
be considered earned. Earned media has enormous potential to help bands achieve their
objectives, and it should be comprehended in any measurement strategy you develop.

Demystifying Web Data
Visits—Depending on the platform in question, visits is the number of times people have
been on your site. Visits are considered to be unique in that if I come to your page, click a
few links, and then leave, that is one visit. If I return to your site quickly, that is
considered part of the same session.
Unique page views—This is the number of visits during which a specified page(s) was
viewed once.
Bounce rate—Bounce rate is expressed as a percentage and is the number of visits in
which a person left a site from the initial entry page.
Pages per visit—This is probably the easiest metric to understand. It is simply the
number of pages a person viewed during a single session. It is important to understand
how many pages and which pages a person visited during a session to see which content
resonated.
Traffic sources—This is not one metric, per se, but knowing the traffic sources is
helpful in matching up content from social channels to website presence.

Conversion—Conversion is probably the most controversial metric because it is one that
does not apply to all situations. In some cases, companies are using digital media
channels to build awareness. In those instances, conversions in the traditional sense do
not apply.

Digital Advertising Concepts
●
●
●
●
●
●
●
●
●
●
●
●
●
●

A/B testing
Ad banner/digital display
Ad exchange
Ad inventory
Ad serving
Cookie
Demand-side platform (DSP)
Display advertising
Data Management Platform (DMP)
Frequency
Lookalike audiences
Native advertising
Programmatic media buying
Viewability

Searching for the Right Metrics
●
●

Paid search—A paid search is any form of online advertising that ties an ad to a
specific keyword-based search request.
Organic search—Organic search results are listings on search engine result pages
that appear because of specific relevance to search terms.

Primary Research
Brand perception—We have seen a number of studies attempting to tie social presence to
overall brand reputation, and, at least at this point, those studies are incomplete. Unless
marketers ask very specific questions of the target audience, using online sentiment and
volume to ascertain how a brand is currently perceived would be very difficult. Some decent
assumptions can be made, but the story is incomplete.
Message resonance—Message resonance is a metric included in the social analytics
section, but it is still something that requires offline testing. Just because an online audience
is picking up a key message does not mean it is because of the company’s program. Plus,
hard as it is to believe, some targets are still much more likely to engage offline than online.
Executive reputation—Despite the growth in the number of brands engaging in social
media activities, the corporate executives at those brands have not adopted social media at
the same rate of speed. Those executives who do are genuinely embraced by the online
community following the brand if they communicate authentically. When the communication
is authentic, the brand does see a benefit. How much benefit? It is hard to tell without
asking the online community following your brand, “Why?”
Advertising performance—Historically, there has been very little experimentation in the
testing of ads online. Typically, the ads were produced, run on traditional channels, and
then posted to social networks. Not only is posting advertising verbatim to social networks
not interesting, there is also a small chance it will not resonate if it contains no comedic
value.

Aligning Digital and Traditional Analytics
●
●
●
●

Traditional Media Monitoring
Traditional CRM Data
The Reporting Timeline
The Reporting Template

Key Points
Understanding Customer Behavior
● Marketing analytics helps businesses understand customer behavior,
preferences, and interests.
● It allows for the evaluation of the effectiveness of marketing campaigns
and the identification of trends.
Optimizing Marketing Strategies
● By delving into the data behind marketing campaigns, businesses can
make informed decisions that optimize resources and maximize ROI.
● It enables the refinement of marketing campaigns and the optimization of
return on investment

Key Points
Tracking and Measuring Performance
● Marketing analytics involves studying data to evaluate the performance
of marketing activities.
● It helps in tracking website visitors, understanding where they come
from, and identifying potential problems and new opportunities.
Data-Informed Decision Making
● Marketing analytics is a crucial way to develop stronger, more datainformed marketing strategies.
● It allows businesses to make more informed decisions across a wide
array of marketing initiatives

Purchase answer to see full
attachment