Weitere Ă€hnliche Inhalte Ăhnlich wie Digital Marketing Analytics Lecture 1 Loyola University Chicago (20) KĂŒrzlich hochgeladen (20) Digital Marketing Analytics Lecture 1 Loyola University Chicago1. digital marketing analytics
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
COMM 370 201
loyola university, chicago
school of communications
lecture 1
2. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
eric bryn | @ericbryn | ebryn@luc.edu
3. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
deïŹne | collect | create | verify
4. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
near ubiquitous digital âlistening postsâ
5. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understanding | behavior and actions
6. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understand | what
7. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understand | why
8. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
whatâs a data story?
9. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
theme | protagonist | antagonist | message
10. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
business objective | business unit |
competitor(s) | recommendations
11. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics process
questions | data collection | data extraction |
normalization | veriïŹcation | reporting |
analysis | optimization | prediction |
automation | communication
12. Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
13. Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
14. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
clickstream data
what is it?
15. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
related data types
what are they?
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big data
â⊠is little more than a lot of small data.â |
what does this mean?
~ Judah Phillips, Digital Analytics Primer
17. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
media
paid | earned | pwned
18. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
social media analytics (sma)
what is | âintertwingledâ?
19. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sma
brand? | direct response?
20. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
brand
â[T]he sum culmination of all the inputs,
thoughts, feel- ings, and experiences whether
real, virtual, or imagined as perceived by an
entity about another entity.â
~ Judah Phillips, Digital Analytics Primer
21. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
direct response
â[A]ny social media activity, beyond brand cam-
paigning, which involves targeting (or retargeting) an
entity and compelling that entity to perform a wanted
action that creates value, such as conversion.â
~ Judah Phillips, Digital Analytics Primer
22. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sma
roas | romi | roi | npv | irr
23. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
mobile analytics
why measure mobile?
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jan 2014
mobile trumped PCs
~ InformationWeek, 4/25/2014
25. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
jan 2014
apps generated 47% Internet trafïŹc
~ InformationWeek, 4/25/2014
26. Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
27. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
privacy
why care about privacy?
28. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sources
previous slides synthesized from:
Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
29. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
how can analytics support brand trust?
30. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of truth
google concept
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zmot
purchase oriented decisions enabled by
contextually relevant information accessed at
the point of decision making
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zmot
basically | just in time information
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zmot
greatly enabled via mobile devices
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zero moment of trust
what constitutes #trust?
40. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust | in mobile
41. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust | on web
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zero moment of trust
#trust indicators
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#trust
performance
44. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
design
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#trust
information
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information
#trust | simplicity of message
47. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | no trickery
48. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | usefulness
49. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | ratings and testimonials
50. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
eric bryn | @ericbryn | ebryn@luc.edu
51. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
photos
courtesy of | gratisography | unsplash
52. digital marketing analytics
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
COMM 370 201
loyola university, chicago
school of communications
lecture 1