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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
digital marketing analytics
define | collect | create | verify
© 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”
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understanding | behavior and actions
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understand | what
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understand | why
© 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 storytelling
theme | protagonist | antagonist | message
© 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
© 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
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
brand? | direct response?
© 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
© 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
© 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
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
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
#trust
how can analytics support brand trust?
© 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/
Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/
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
zero moment of trust
#trust | on web
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust indicators
© 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
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
photos
courtesy of | gratisography | unsplash
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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Digital Marketing Analytics Lecture 1 Loyola University Chicago

  • 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. © 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. © 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. © 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. © 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS digital marketing analytics understand | what
  • 7. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS digital marketing analytics understand | why
  • 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS analytics storytelling theme | protagonist | antagonist | message
  • 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. © 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. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
  • 13. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
  • 14. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS clickstream data what is it?
  • 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. © 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS media paid | earned | pwned
  • 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS sma brand? | direct response?
  • 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
  • 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS mobile analytics why measure mobile?
  • 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. © 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. Judah Phillips, Digital Analytics Primer (2013) http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ
  • 27. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS privacy why care about privacy?
  • 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. © 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zero moment of truth google concept
  • 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zmot basically | just in time information
  • 33. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zmot greatly enabled via mobile devices
  • 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. © 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. © 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS zero moment of trust #trust indicators
  • 43. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #trust performance
  • 44. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #trust design
  • 45. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS #trust information
  • 46. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | simplicity of message
  • 47. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | no trickery
  • 48. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | usefulness
  • 49. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS information #trust | ratings and testimonials
  • 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. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS photos courtesy of | gratisography | unsplash
  • 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