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Digital Marketing Analytics Certification - Session One

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Digital Marketing Analytics Certification - Session One

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The first deck used in a professional certification course for the University of Washington on digital marketing analytics. The first quarter is built on the foundation of how digital marketing works, the second quarter is getting deeper into specific tools and the third quarter is all case studies and class projects.

The first deck used in a professional certification course for the University of Washington on digital marketing analytics. The first quarter is built on the foundation of how digital marketing works, the second quarter is getting deeper into specific tools and the third quarter is all case studies and class projects.


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Digital Marketing Analytics Certification - Session One

  1. 1. Digital Marketing Analytics Fall Quarter – Session One – Launch + Identifiers + Privacy
  2. 2. Today Course Set-Up1 2 3 4 Data Types and Primary Uses Privacy and Identification Digital Systems Overview
  3. 3. COURSE SET-UP1
  4. 4. • Marketing Data Landscape & Tools – Scott Fasser – Hacker Agency - Fall • Digital Marketing Measurement Methods – Ben Brubaker – Wunderman - Winter • Drawing Insight from Data – Dell Monson – Add3 - Spring Conversation Leaders
  5. 5. Why are we here?
  6. 6. Great Digital Marketers • Embrace data • Understand targeting & audiences • Enjoy technology • Are always testing and optimizing • Learn on a daily basis • Know how to tell a story
  7. 7. Program Objectives • Learn how major digital systems work • Understand how data drives those systems • Learn methods to connect those systems • Exposure to advanced methods of data manipulation and analysis • How data is applied to a range of marketing situations for success (or failure)
  8. 8. Leave this Program With… • The ability to have more meaningful conversations with a wider group of people in an organization • See opportunities to drive digital marketing programs forward in a way you haven’t seen before • Be the go to person on how things work and where the opportunities to improve are • Have a resource base to draw from for answering specific questions and learning • Skills on manipulating data • Be brave in the face of big data
  9. 9. What You WON’T Get • Deep expertise in any one system • A complete stats course • Competence in any single software program • Certification on more than marketing analytics in class
  10. 10. What Do You Want?
  11. 11. Your Responsibility • Show Up • Ask Questions • Be Engaged • Do the Work • Network, Network, Network
  13. 13. What IS The Internet? The internet is a series of connected servers that enables the controlled flow of data from connected device to connected device using a standard internet protocol (TCP/IP)
  14. 14. Consistent Data Questions • What is the business objective of the data? • How is the data captured • What unique identifier is used • How/where is the data stored • How do we get data out of the system? • What reporting or insight is available? • Does the data connect with other systems?
  15. 15. Primary Web Business Objectives • E-commerce > online sales • Lead Generation > contact information for sales leads • Content Publishing > more page views, more advertisements • Online Info/Support > help customers find information, self-support • Branding > drive awareness, engagement and loyalty
  16. 16. – A Complete System • Acquisition Data • Cross-Selling • On-Site Merchandizing • Personalization • Testing Team • Deep Website Analytics • Life Time Value Analysis • Widely Used Data within Org.
  17. 17. Website Web Analytics Addressable Media Direct Mail Email Retail Locations Data Append Other Channels Call Centers Ad Network Reach Mailing Address Email Address Pass through marketing source Codes and products/services/etc. Marketing Source Codes On Destination URLs Backend User Database Mobile Network Re-targeting Look a like Targeting Conversation Optimization Marketing Data Mart Data Processing Algorithms Exchanges Matching Login or purchase 3rd party Tracking Pixels Data Modeling Use behavioral and modeled score data to personalize web site
  18. 18. Systems We’ll Cover • Intro to Digital Data & Systems • How Websites Work & Intro to Web Analytics • Free Data - Google Analytics – Advanced • Ad Serving Technologies & Systems • The Secret of Search – Organic and Paid • It Just Works - Email – Database, Delivery, Readers • Revenue Machine - CRM and Backend Systems • The Internet of Things - Mobile/Connected Devices • Tools of the Trade - Excel and SQL • Next Level Data - Social Media
  20. 20. The Business Questions • What are you measuring? How often? • Is it the right thing? • If KPI’s improve, will it improve the business? If so, how? • What does success look like? • How did it improve? What caused the change in KPI’s? • What did we learn from it? • What can apply to other systems?
  21. 21. Types of Data Offline Data • Household Data • Real Estate Data • Financial Data • Health Data • Lifecycle Triggers • Retail/Store Data Online Data • Website Data • Online Behavior • Media Delivery • E-Commerce • Social Media Info
  22. 22. Acxiom Household File • Acxiom is a large data aggregator • • Connector of several systems • Large companies append data to their customer files
  23. 23. Productive Uses of Data • Creative Optimization • Content Optimization • Campaign Optimization • Website Optimization • Conversion Optimization • Performance Optimization • Campaign Reporting • Executive Reporting > Dashboarding • Attribution Analysis • Analysis and Insight • Loyalty Programs and Gameification • Privacy and Compliance
  25. 25. ONLINE AUDIENCE IDENTIFICATION Pre-Social Pre-Mobile Social + Mobile Single social user login across websites, browsers, services and devices Cookies are primary identifier and center of optimization at browser level What’s Next Offline to Online Connections Facebook ID + Atlas Cookie
  26. 26. What’s a Cookie? • A cookie is a text file that lives in a browser (Firefox, Chrome, IE) – 247 Real Media – OAX -qshEAVF1pYIABomj – Three browsers, three cookies • 1st Party Cookies vs 3rd Party Cookies – 1st - Set by the domain you are on currently – 3rd – Set by a 3rd party like an ad server • Cookie blocking is set in security settings • Session Cookies vs Persistent Cookies • Local Shared Object (LSO) or Flash Cookies
  27. 27. The Problem with Cookies • No Cross Browser Unification • Cookie Deletion & Decay • Cookie Blockers • Mobile Devices – iOS primarily – don’t accept cookies • Global Differences – EU Cookie Law – Positively Accept Cookies
  28. 28. The Beauty of Cookies • Website browsing benefits – Remember state – Look-up your login information • Targeting benefits – Better, more relevant advertisements • Better analytics – Google Analytics, etc. rely on cookies • Anonymous – A simple text file > no PII attached
  29. 29. IP Address • IP = Internet Protocol • Type into Google “What is My IP Address?” • EVERY device connects with an IP • EVERY connected servers has an IP • Location • Dynamic vs Static • Company
  30. 30. Mobile Identification International Mobile Station Equipment Identity Number Check IMEA# ICCID > SIM Card ID
  31. 31. Account Centric Identification • One login across all devices – Mobile, Tablet, Browsers • One login across applications – Email address is the identifier – Gmail, Google Analytics, YouTube • Social Sign-On – Using Facebook login on other sites – Combines Facebook data with other sites
  32. 32. Atlas + Facebook • A new platform for identification • Combining Facebook ID with Atlas Cookie • What does this mean for unique ID’s?
  33. 33. New Privacy Tool for Facebook
  34. 34. PII vs Non-PII • PII is Personally Identifiable Information – Identify, locate or contact a single person – Can tie to cookie with permission • Non-PII – Behavioral data, web surfing, etc. – Tied to cookie regardless of permission if not blocked • PHI – Personal Health Information – Higher standards of capture and use – ISO certifications
  35. 35. Which Ones are PII? • Zip Code + Four • Mobile Device ID • Credit Score • Email Address
  36. 36. Privacy Laws • Child Privacy Laws – COPA • Email Privacy Laws – CAN SPAM • European (EU) Cookie Law – Positive acceptance of cookies – Deletion of unnecessary data – Strict opt-in for email addresses
  37. 37. Key Roles in the Data World Role Type of Conversation Marketing Strategy Size & location of target audience Marketing Operations Campaign tracking, source codes System Administrators Passwords, servers, internal systems Database Administrators Data capture and processing needs Business Analyst What business questions? Reporting formats? Targeting Analyst Who and how are we targeting Developer How is data captured? Project Manager What pieces do we need to have in place? Creative Team What data insights drive ah-ha creative Testing Team What data will give us an answer to hypothesis? Agency What is the data capture and reporting strategy? What are the results/insights?
  38. 38. Story Time!
  39. 39. Key Take A Ways • Networking is Important • Smart Data > Big Data • Think in Terms of Systems • Know Your Unique Identifiers • Protect Your Yourself by Knowing Privacy and PII/PHI constraints
  40. 40. Homework • Review the Gartner Digital Transit Map – – What are the three networks you are most interested in and why? • Review Facebook’s terms of service – – What is one thing you are concerned with? • Review cookies & security settings in your main browser – Are you comfortable with the settings? • Create a Google account (if you don’t have one) • Email me ( with: – Google account email address (for Google analytics) – Thoughts on the first class and thoughts on what you want to learn/get out of this class • Research Networking Opportunities –,,,
  41. 41. marketing/transit-map.jsp
  42. 42. Activity Find the Cookies! (in Chrome) • Click the Chrome menu on the browser toolbar. • Select Settings. • Click Show advanced settings. • In the "Privacy" section, click the Content settings button. • In the "Cookies" section, you can change the following cookies settings:Delete cookies • Block cookies by default • Allow cookies by default • Keep cookies and site data by default until you quit your browser • Make exceptions for cookies from specific websites or domains

Editor's Notes

  • What have you gotten yourself into?
  • Perspective > Set the Table > The need for translators
    - Data drives digital marketing > it is one of the things that separates digital from tv, out of door, print, etc.
    One of the biggest gaps we’ve seen in digital marketing is the lack of translators who can translate how these systems work, what data is generated, what data is important and use that information to execute marketing programs to drive programs forward
    Companies like Amazon depend on people to be able to understand the source of data, what is possible and how to execute communication programs based on data
    Share stats from survey - # of jobs in “IT” around Big Data and 1/3 to fill
  • - Digital is changing every day. By understanding how digital systems work, how they generate data, what makes the data good or useless for you business objectives – you can ask and answer better questions
    - Digital marketing is comprised of a series of systems like Google Search or an Ad Network or your email marketing platform.
    Each system uses data to do it’s thing > whether it’s delivering an ad to your phone, sending you an email, re-targeting you based on previous behavior or matching a list of search results to the keyword that you typed into Bing.
  • If you participate and do the homework
    If you ask questions and push us
    You should leave this class with the following
  • Certifications for Google Analytics & Bing available outside of course – an encouraged!
  • Conversation
    Students introduce themselves; Name, Company, Position, One thing they want to get out of class
    What do you want out of the class?
    How can we work the conversation and lessons to your needs and ideas?
  • 80% of attendance to pass
    Do all of the assignments to pass
    Opportunity to re-do work that not sufficient

    Take a break after this slide
  • Move to session two?

    Everyone bring up on their screen and log-in > what do we see?
    The Amazon example > one of the most self contained systems that has built and relies on it’s own data to drive customer communication systems
    Affiliates > Search > Email > On-site Merchandising >Customer Database
  • We will return to this diagram at the end of the Fall quarter and discuss again.
  • Take a break after this slide
  • In class activity – sign up and look at your data!
  • Ask class for examples:
    Discuss Facebook’s recent change
  • Talk about default settings
  • International Standardization Organization
  • First job out of college – Rabanco – Setting up a sampling program
    Primary lessons: Measurement
  • Homework: what are all the touchpoints of developing and launching a new email newsletter