Samenvatting
Digital Marketing and Analytics Brief Summary
- Instelling
- Universiteit Van Amsterdam (UvA)
Brief summary of Digital Marketing and Analytics Class including class notes, slides, and contributions of articles.
[Meer zien]Voorbeeld 3 van de 19 pagina's
Voorbeeld 3 van de 19 pagina's
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TOPIC 1:Digital Landscape: Expanding Online data getting more complex but also richer to predict and manage customers’ behavior.
Digital Breakthrough: What makes today’s digital platforms different than traditional marketing is personalization and user generated content.
Digital Marketing Benefits: 5 S’s
Sell (grow sales)
Serve (add value)
Speak (get closer to the customer)
Save (reduce cost) Ex: Increases self‐service by 40% reduce call‐centers costs 10%
Sizzle (expand brand online) Ex: Improving brand awareness
*Heart of our focus is Online customer journey and touchpoints.
What are these touchpoints?
POE: Why? helps decision making whether the firm should focus on advertising (paid), content & service (owned) or engagement (earned)
Paid: EssenceAdvertising, Brand initiates, Brand to customer communication.
Earned: EssenceEngagement, Customer initiates, Customer to customer communication.
Owned: EssenceContent, Customer initiated but brand is prepared, Interactive between brand and customer.
*A firm can also earn NEGATIVE engagement. Thus, earned does
not necessarily mean positive!
*Owned media is free when paid requires payment.
*Influencer marketing is “paid” but customer engagement because
of this influencer is “earned”.
Digital Data Types:
(a)On‐Site Data: data that is available (visible to anyone) on the web (extracted through: data/web scraping)
Web Scraping
-This is what you see on the website (product lists, comments, reviews etc) – available/visible to all viewers & visitor
-Collecting data from web sites, social media platforms (i.e: such as product information/listings, customer reviews, ratings, comments,
posts through scraper‐softwares and importing to local data base in xls, sql or other format.
(b)Clickstream/Behavioural Data > what, when and how people do online (actual session behavior) – not visible to visitor (i.e: Google Analytics: in
return you hand over your data to Google)
- This is NOT a data on what is visible on the website, but what customer do/ what they click on the website!
-COOKIE: Tiny text file in your web browser storing information about your browsing experience
- Log‐Files on: When and where did this IP‐address see or click on one of my ads/content? Everything you do when you visit the website
or log‐in on the app. What pages you see, how long, what you search for.
1 Individual Level Data: recording each visitors’ individual behavior with a time ‐stamp. i.e what each customer does step by
step.
2 Aggregate Data: total numbers. not focusing on individual level behavior instead > total number of visitors etc.
,Google Analytics:
-Who visited our website? When? How (What kind of touchpoints resulted this visit?)?
-The results are aggregated (total) numbers based on a subset (sample) of visitors.
Google Big Query: Paid. Access to individual level data so you can see each individual’s journey.
Dashboard: General Traffic, Devices, Locations and etc.
You can check different customer segments Affinity Groups (Google identify this according to Google behaviors of customers but
you may create your own segments)
You can check attribution and path to purchase
Google Consumer Barometer: If you are a new firm with no current data or unable to get answers from your own website traffic. It’s a rich
supportive secondary data base to show how consumers use/behave across the world with what time trends.
(c)Online CRM data > customer’ online history with the firm (i.e: purchases, demographics, etc.)
This type of online data encompasses historical‐retrospective data on customer relational history:
-Purchase/relation history with firm (# number of purchases, customer service contacts)
-Campaign history, Feedback/Support queries, demographic information, address, location
-Mostly owned by the company itself.
Connecting Digital Data with Emotions and Behavior:
Digital data can also be linked with (i) business outcomes and (ii) customer attitudes/emotions
Emotions and attitudes are non‐observable. However, this link can be built by:
1) Integrating survey (online marketing research) data with click‐web data and business outcomes
2) Interpreting/ Drawing conclusions on possible emotional outcomes as a result of online behavior leading to observable business results
Digital Marketing Metrics: Tools helping companies quantify, compare, and interpret their own performance from marketing activities (Kotler &
Keller, 2007). In other words: Measuring the impact of marketing activities. The most important ones are referred to as key performance indicators
(KPIs).
Ex: Conversion rate, cost per click, click through rates, response rate etc.
What is the best metrics: There isn’t such a thing. Depends on what you want to measure. Do you want to increase sales/engagement/awareness?
Search engines: Click through rate, Blacklinks (when one website is linked to another), Organic position of commercial keyword.
Social Media: Brand mentions, Content shares, Engagement
E-mail: CTA Click throughs, Forward rate, Lead to customer conversion rate.
* Which metrics to use > Correct question = Which stage of the funnel I am currently focusing on?
, Funnel:
Basic Metrics:
1)Impression: % content is displayed
once on a web page (or in other words
the customer is exposed to an online
content on a website.
! Does NOT necessarily mean that the customer has actually seen the content though
In‐View Rate (%): % customer who actually SEE the online content he is exposed to. Mostly below 50% of the impressions
*MRC (Media Rating Council): introduced criteria to measure whether an add is viewable or not. It says 50% or above “in-view” is sufficient to
accept it as viewable impression. It also depends on device. For instance, for desktops an ad needs to be at least 50% on screen for 1 second or
longer (2 seconds in videos) to be defined as viewable impression. But this is still a debate.
Viewability Rate= (Total measured viewable Ad impressions/Total measured Ad impressions) *100
percentage of ad impressions which count as being viewed.
What causes ads not to be viewable?
-Ad blockers
-Different devices and sizes of devices can affect ad’s viewability
-If user doesn’t scroll down
-Viewer is a computer
2)Click-Through Rate
-How frequently people click to your ads.
-Most commonly used metrics
- Simple, fast and easy to measure.
-Does not mean they will purchase
! BUT not a good indicator for marketing effectiveness (that’s why viewability became important to measure ad effectiveness) (Fulgoni, 2016)
(If your digital campaign serves 100,000 ad impressions and delivers 50 clicks, your CTR is .05%. But if you're looking for more clicks
to your website, and your digital campaign serves 300,000 ad impressions to deliver 100 clicks for the same cost, your CTR is .03%,
which is lower.)
-Mostly used if we want to measure awareness, engagement or we are not able to measure conversions.
*Achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay
every time someone clicks your search ad.
CTR= (Total Measured Clicks/Total Measured ad Effectiveness (Total Impressions))*100
3)Bounce Rate: The (%) percentage of visitors to a particular website who navigate away from the site after viewing only one page.
-Important to understand web page effectiveness/success and engagement
! Not always a bad thing: May mean your page is not engaging – But can also mean your customers are able to find quickly what they are looking
for while searching for a product or information
Exit Rate: Visitor enters a website and goes through other pages, then leaves. The last page is the exit page and determines the exit rate. Ex:
Confirmation page might have high exit rate.
! Not all exits are bounces.
CONVERSION & ATTRIBUTION
Conversion: The definition of conversion depends on your marketing/campaign objectives. In practice it is mostly the act of “purchasing” after
certain engagement and clicks. But, it could also be a subscription (an email group), registration (your website or app) or people watching your
video (if that is your ultimate aim)
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