The explosion in digital marketing and analytics is fueled by the tremendous amount of data available to us
-Easily captured, tremendous detail, timely, relevant, quicker results, cheaper
-Digital would not be a good platform IF your target market is not online!
The more relevant and timely a marketing campaign is the more effective it is!
-Consumers don't mind ads, etc. that they expect or enjoy
-To make our marketing more relevant and timely we can track so much detail about our customers with cookies (session, persistent, 3rd party, 1st party) and technical markers like IP address, first time visitor, returning visitor, entry page, exit page, time on page, forwarding of emails, video viewing time - it's endless.
-We have discussed Web metrics, email metrics, social media metrics and video metrics. All are heavily used in marketing analytics.
Digital experiments are used heavily today. We must design experiments that answer the "cause / effect" relationship between our campaigns and the consumer response.
Web site analytics are one of the oldest digital analytics
They have some of the most advanced capabilities, however, for collecting, analyzing and report on on valuable data to understand audiences
-Still the #1 source used by professional marketers for digital analytics
Web site analytic tools are used to
Understand traffic behavior
Analyze website experience pathing
Content engagement trends
Collecting audience behavioral data
Web site analytic tools include
-Google, Clicky, Crazy Egg, Kissmetrics, Chart Beat, and many others
Audience analysis is important to determine the characteristics of our audience and choose the best style, format and level of information when designing a web site
Top metrics in web site analytics include
-Web site traffic, Traffic sources, Lead generation costs, Conversion rate, CLV, Top / Most Accessed Pages, Exit Pages, Average Session Duration, Bounce Rate
There are a number of digital ad formats and types
-PPC ads, Display Ads, Content Ads - know the difference
-Formats include Banner Ads, Skyscraper Ads, PopUp Ads, Interstitial Ads, etc.
-Digital Ads are typically measured in IMU's - internet marketing units
There are many metrics available for marketing analytics and many different rates / calculations we can use to assess the effectiveness of our marketing efforts
-CPA, CR, ROA, CPC, CPCO, PPC, etc.
-We have to be careful as some of those terms mean different things to different agencies, companies, people!