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).

Data & Analytics

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

© 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

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
what’s a data story?

© 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

Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
clickstream data
what is it?

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
related data types
what are they?

© 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

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
media
paid | earned | pwned

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
social media analytics (sma)
what is | “intertwingled”?

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sma
roas | romi | roi | npv | irr

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
mobile analytics
why measure mobile?

© 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

© 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

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
privacy
why care about privacy?

© 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

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of truth
google concept

© 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

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zmot
basically | just in time information

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zmot
greatly enabled via mobile devices

Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
what constitutes #trust?

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust | in mobile

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
performance

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
design

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
information

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | simplicity of message

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | no trickery

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | usefulness

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | ratings and testimonials

© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
photos
courtesy of | gratisography | unsplash

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13. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

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

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. © 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

26. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

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

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

34. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

35. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

36. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

37. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

38. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

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

Digital Marketing Analytics Lecture 1 Loyola University Chicago

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