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Digital Analytics Midterm Terms

Terms in this set (27)

data
facts and statistics collected for reference or analysis
data can be web files, videos, images, sounds, texts, vector graphics; it's stored as binary units of 0 and 1
How is data stored?
structured data
comprised of clearly defined data types that are searchable in a database; easier to analyze than unstructured data
unstructured data
data that is not easily searchable (example: text files, email, social media, mobile data, communications, media, business applications, satellite images)
it is very powerful in marketing; for example, we can use scribe softwares to get typed versions of recorded calls in order to track what customers may call about most
Why is unstructured data important in marketing?
- sales lead data (investments in CRM have gone up drastically)
- pricing strategies (optimizing pricing based on data; we price based on how customers may look at website)
- customer response times (optimizing customer responsiveness)
- new product innovation
- contextual marketing (for example, your org utilizes structured and unstructured data to make meaningful marketing decisions; you are then provided with info from this data that would allow you to customize emails)
What are the effects of big data in marketing?
systems of engagement
things we do as marketers (content, social media, optimization, personalization, etc)
systems of insight
the data side; example: predictive analytics, online testing,data warehouses, marketing performance management
We use data (systems of insight) to create power (systems of engagement) in marketing
What is true of systems of insight and systems of engagement?
semi-structured data
data that has some organization but is not fully organized to be inserted into a relational database; makes up about 5-10% of all data
websites; this is where conversion takes place
What drives the most conversions?
awareness, consideration, conversion, loyalty, advocacy
What are some examples of KPIs we might measure?
Users
individuals that come to our website; we care about this
session or source by default channel
used in Google Analytics; where our users are coming from (example: organic search, direct, referral, paid search)
new users, number of sessions by a user, events, and revenue; engaged refers to user being in tab
In Google analytics, what does user acquisition show you?
number of users that visit a specific page, number of views per page, average time on page
in Google analytics, what does pages and screen report show?
- moves away from "server-side" hits
- cookieless (banning 3rd party cookies, which allow websites to track you across the web)
- still uses 1st party cookies, but plans to get rid of this
- google tag manager is the future of cookie-less tracking system
- user and properties & events and parameters are together
- you can have data stream for app or site
- GA4 can track users across devices
- GA4 uses AI to make predictions
What are some major changes made in GA4?
lifecycle collection ( stages of customer journey), user collection(demographic, geographic, technical data) , app developer collection (websites with connected apps)
what are the standardized reports in GA4?
google tag manager
allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or app
container
collection of tags, triggers, variables, and related configurations installed on a given site or app
marketing dashboard
give analysts more time to study and analyze data; decreases problem of messy data, use technology to embrace and make changes in marketing; provides a single view of the KPIs digital marketers want to see
1. Trying to make your dashboard do everything ( good dashboards can monitor performance, facilitate analysis, communicate insight)
2. displaying all data and no insights
3. limiting data sources to website only (your dashboard should be multichannel)
4. Time intensive to update (take advantage of APIs, automate backend processes)
5. not providing context for the data (historical trends, rankings, benchmarks)
6. developing before designing
7. allowing your KPIs to get disembodied (KPIs should be directly tied to objectives)
what are seven deadly dashboard sins?
1. social KPI dashboards (social APIs have made social dashboards common place, social is more compelling when it is KPI-focused and integrated with traditional web analytics data)
2. mobile dashboards (user interface optimized for the mobile experience)
3. data automation (automation is more important than perfection)
4. focused insights (all the beenfits of a KPI dashboard, but more focus; the data becomes meaningful with visualizations, context, focus, and insights all in a single view)
what are the 4 hot dashboard trends?
soft metrics, hard metrics, other digital metrics
What do we track in marketing dashboards?
soft metrics
metrics that drive engagement, conversation, interaction, awareness, and/or brand
Hard Metrics
proof that we are providing a return (metrics like conversions, sales, revenue)
other digital metrics
elements like sessions, users, bounce rate, CTR from ads
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