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Digital Marketing Analytics Lecture 1 Loyola University Chicago

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Digital marketing analytics discussion focusing on core concepts and constructs of digital analytics. Includes discussion of Zero Moment of Trust (obviously related to Google's ZMOT).

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Digital Marketing Analytics Lecture 1 Loyola University Chicago

  1. 1. 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. 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. 3. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS digital marketing analytics define | collect | create | verify
  4. 4. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS digital marketing analytics near ubiquitous digital “listening posts”
  5. 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. 6. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS digital marketing analytics understand | what
  7. 7. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS digital marketing analytics understand | why
  8. 8. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS analytics storytelling what’s a data story?
  9. 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. 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. 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 | verification | reporting | analysis | optimization | prediction | automation | communication
  12. 12. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
  13. 13. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
  14. 14. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS clickstream data what is it?
  15. 15. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS related data types what are they?
  16. 16. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS big data “… is little more than a lot of small data.” | what does this mean? ~ Judah Phillips, Digital Analytics Primer
  17. 17. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS media paid | earned | pwned
  18. 18. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS social media analytics (sma) what is | “intertwingled”?
  19. 19. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS sma brand? | direct response?
  20. 20. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS brand “[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.” ~ Judah Phillips, Digital Analytics Primer
  21. 21. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS direct response “[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.” ~ Judah Phillips, Digital Analytics Primer
  22. 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. 23. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS mobile analytics why measure mobile?
  24. 24. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS jan 2014 mobile trumped PCs ~ InformationWeek, 4/25/2014
  25. 25. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS jan 2014 apps generated 47% Internet traffic ~ InformationWeek, 4/25/2014
  26. 26. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
  27. 27. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS privacy why care about privacy?
  28. 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. 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. 30. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zero moment of truth google concept
  31. 31. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zmot purchase oriented decisions enabled by contextually relevant information accessed at the point of decision making
  32. 32. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zmot basically | just in time information
  33. 33. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zmot greatly enabled via mobile devices
  34. 34. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
  35. 35. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
  36. 36. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
  37. 37. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
  38. 38. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
  39. 39. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zero moment of trust what constitutes #trust?
  40. 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. 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
  42. 42. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zero moment of trust #trust indicators
  43. 43. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #trust performance
  44. 44. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #trust design
  45. 45. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #trust information
  46. 46. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | simplicity of message
  47. 47. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | no trickery
  48. 48. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | usefulness
  49. 49. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | ratings and testimonials
  50. 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. 51. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS photos courtesy of | gratisography | unsplash
  52. 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

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