Primary Data Types vs. Secondary Ones Digital Marketing Auditing Borislav Kiprin "Primary and secondary data represents collection of information that can help one to improve the website in order to optimize the reach of business goals. The segmentation of primary and secondary data types is ..."

1. EI MDMK10
Borislav Kiprin
Primary Data Types vs.
Secondary Ones
Digital Marketing Auditing – Session 3
Individual Report
Plovdiv, 4024
Phone: +359 879993700
E-Mail: bk@borislavkiprin.com
Web: www.borislavkiprin.com

2. 2 Borislav Kiprin
Primary Data types vs. Secondary Data types
Primary and secondary data represents collection of information that can help one to improve the website in
order to optimize the reach of business goals. The segmentation of primary and secondary data types is as
follows:
Primary Data Types
Behavioral Data - showing what the Attitudinal Data - focuses on why Competitive Data - benchmark against
user is doing on the site people show such behavior what competitors are doing
Secondary Data Types
Heuristic
Call-center Transaction Third-Party Usability
Customer Data - Evaluation & Community
Data - focusing data - amassing Research - not Benchmarking - Expert Reviews -
on what helps getting knowledge on tailored to your Studying how Sourced Data -
insights on done by useful source of
custmers are transaction specific needs users interact
customer experienced true
looking for and behavior that and rather with the website
profiling in professionals & perceivence of
can be can help general, but and how easy it cheaper option
implemented relation to their optimize the time and cash is to perfom a your product/
behavior. to usability brand
on the site process saving option task on the site
benchmerking.
Work Methodology
Benchm
Determin
ark Benchm
e Fostering marketin
Define reporting Allocate ark site- Prioritize
analysis behavior Learn
key index budget g resources
frequenc culture
innitiative types
y
s
Case study: Leveraging different data types to improve site performance
Attitudinal Competitive (I) Heuristic & Expert Segmentation Analysis
• Two targetted surveys • Focusing on analyzing • Expert reviews on • Focusing on user profile
focusing on those that competition's product page templates and demographics to
add a product to the cart performance on add to for the client's site and the understand how the site
and those who don't cart product pages competition peforms for specific
• Generated ideas for the groups
testing
Competitive (II) Testing Next steps
• Looking for the best • Different designs amining • Monitor
performing competition at increasing conversion • Analyze
based on similar user rate • Learn
demographics • Act