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EI MDMK10




Borislav Kiprin

                          Primary Data Types vs.
                               Secondary O...
2                                                                                                Borislav Kiprin

Primary ...
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Digital Marketing Auditing – Primary Data Types vs. Secondary Ones

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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 ..."

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Digital Marketing Auditing – Primary Data Types vs. Secondary Ones

  1. 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. 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

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