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 Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
These slides are taken from a presentation our Compliance Director gave at the Festival of Marketing 2017. It covers the essential information you need to know about GDPR, answering the big questions for marketers.
Key questions about social media answered for B2B marketers, such as: how are b2b buyers using social media? What are the pitfalls to avoid? And what does b2b social media success look like?
The Difficult Art of Quantifying Return on Digital InvestmentsCapgemini
Most companies today are struggling to measure the impact of digital initiatives. Even among digital leaders, nearly one in two organizations do not create business cases for digital investments. Why are companies struggling to measure digital investments? How can they measure their digital initiatives? How should organizations plan their digital investments?
Harnessing Data for Better Customer Experience and Company SuccessTreasure Data, Inc.
As big data has exploded, the ability for companies to easily leverage it has imploded. Organizations are drowning in their own information, unable to see the forest through the trees, while the big players consistently outperform in their ability to deliver a great customer experience, faster, cheaper…As a result, the vast majority of companies are scrambling to catch up and become more agile, data-driven, to use their data more effectively so they can attract and retain their elusive customers...
In this joint deck by 451 Research and Treasure Data, you will learn how to enable your line of business team to own their own data (instead of relying on IT) to be able to:
- deliver a single, persistent view of your customer based on behavior data
- make that data accessible to the right people at the right time
- Increase organizational effectiveness by (finally) breaking down silos with data
- enable powerful marketing tools to enhance the customer experience
The new GDPR regulation went into effect on May 25th. While a majority of conversations have revolved around the security and IT aspects of the law, marketing teams will play a crucial role in helping organizations meet GDPR standards and playing a strategic role across the organization . Join us to learn more, engage with your peers and get prepared.
This webinar will cover:
- How complying with the GDPR will drive better marketing and raise the standard of the quality of your customer engagement
- The GDPR elements marketers must know about
- The elements of PII that will be affected and what marketers need to do about it
- A deep dive on how GDPR regulations will affect your marketing channels - email, programmatic advertising, cold calls, etc.
- Tactical marketing updates needed to meet GDPR guidelines
All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.
Introducing Marketing Research. Showing the use of Marketing Research in business models and frameworks. Describing a typical Marketing Research process.
Google Analytics For Enhanced Marketing MeasurementDigital Vidya
Care about how to make 'Google Analytics For Enhanced Marketing Measurement' You will find this deck presented by Swapnil Sinha, Head of Conversions, Google India during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
Digital Marketing Analytics Lecture 1 Loyola University ChicagoEric Bryn
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).
These slides are taken from a presentation our Compliance Director gave at the Festival of Marketing 2017. It covers the essential information you need to know about GDPR, answering the big questions for marketers.
Key questions about social media answered for B2B marketers, such as: how are b2b buyers using social media? What are the pitfalls to avoid? And what does b2b social media success look like?
The Difficult Art of Quantifying Return on Digital InvestmentsCapgemini
Most companies today are struggling to measure the impact of digital initiatives. Even among digital leaders, nearly one in two organizations do not create business cases for digital investments. Why are companies struggling to measure digital investments? How can they measure their digital initiatives? How should organizations plan their digital investments?
Harnessing Data for Better Customer Experience and Company SuccessTreasure Data, Inc.
As big data has exploded, the ability for companies to easily leverage it has imploded. Organizations are drowning in their own information, unable to see the forest through the trees, while the big players consistently outperform in their ability to deliver a great customer experience, faster, cheaper…As a result, the vast majority of companies are scrambling to catch up and become more agile, data-driven, to use their data more effectively so they can attract and retain their elusive customers...
In this joint deck by 451 Research and Treasure Data, you will learn how to enable your line of business team to own their own data (instead of relying on IT) to be able to:
- deliver a single, persistent view of your customer based on behavior data
- make that data accessible to the right people at the right time
- Increase organizational effectiveness by (finally) breaking down silos with data
- enable powerful marketing tools to enhance the customer experience
The new GDPR regulation went into effect on May 25th. While a majority of conversations have revolved around the security and IT aspects of the law, marketing teams will play a crucial role in helping organizations meet GDPR standards and playing a strategic role across the organization . Join us to learn more, engage with your peers and get prepared.
This webinar will cover:
- How complying with the GDPR will drive better marketing and raise the standard of the quality of your customer engagement
- The GDPR elements marketers must know about
- The elements of PII that will be affected and what marketers need to do about it
- A deep dive on how GDPR regulations will affect your marketing channels - email, programmatic advertising, cold calls, etc.
- Tactical marketing updates needed to meet GDPR guidelines
All businesses should be taking advantage of the internet for marketing their brand, generating leads, nurturing their existing customers, and reducing expense. Find out what major components are important for an overall internet marketing strategy.
Introducing Marketing Research. Showing the use of Marketing Research in business models and frameworks. Describing a typical Marketing Research process.
Google Analytics For Enhanced Marketing MeasurementDigital Vidya
Care about how to make 'Google Analytics For Enhanced Marketing Measurement' You will find this deck presented by Swapnil Sinha, Head of Conversions, Google India during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Top Tips To Create Best-In-Class Web And Mobile ExperiencesMilestone Inc
In this webinar, Milestone’s experts Anil Aggarwal, CEO and Erik Newton, VP of Marketing, discussed key trends impacting web/mobile experiences.
This webinar covered the following:
How customer experiences are even more important in the post-covid world
2021 CMS must-haves for SMB and Enterprise- Agile CMS, CaaS, and Omnichannel marketing capabilities
Adapt an SEO-First approach to deliver a customer-focused page experience
Case studies and best practices
Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.
Digital Marketing Analytics Lecture 1 Loyola University ChicagoEric Bryn
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).
Digital Marketing: Glossary Of Common Terms and PhrasesTinderPoint
Our beginners guide to Digital Marketing with definitions and descriptions to the most commonly used terms and phrases in the industry.
Have more Digital Marketing terms to add to the list? Get in contact and let us know.
Social Marketing Analytics: A New Framework for Measuring Results in Social M...John Lovett
This collaborative research effort by Web Analytics Demystified and Altimeter Group represents the latest thinking on measuring social media.
The paper includes four social business objectives that can be used to understand the impact of your social marketing initiatives and aligns Key Performance Indicators to these objectives. The result is a solid framework that companies can adopt to begin measuring social marketing efforts.
Companies need to understand the full range of the multichannel consumer decision journey to understand how to best influence potential and current customers. Scenarios and data from this McKinsey presentation show how consumers are making their decisions today - particularly in the UK and France - and how brands can turn those insights into profits.
Tutorial on the McKinsey/Harvard "Customer Decision Journey" by John SingJohn Sing
Today, our customers engage whether to do business with us in fundamentally different ways, relying heavily on digital interactions, evaluating a constantly shifting array of options, and affecting our future business by their post-purchase continual engagement through social media, recommendations, and reviews. A new customer buying model is the new normal. First described in 2009, continually refined since, this is my tutorial on this proven McKinsey / Harvard paradigm. Essential info. I also have an IT-specific version of this presentation on Slideshare.net ( "Will your 2015 IT Roadmap Drive Business Success?" ) which supplements this presentation by describing the deep implications to the IT technology organization, and best practices for IT and the business to address these implications successfully. The URL for that presentation (you may cut/paste) is: http://www.slideshare.net/johnsing1/2015-it-roadmapdrivingbusinesssuccessv31
Here's a great customer journey map template to help customer success folks document, visualize and evaluate how they interact with customers. Here is a link to the supporting blog post that details how to use the template and explains some of the assumptions we made in creating the lifecycle stages, and categories = http://www.preact.com/blog/customer-journey-map-template
This year’s MIT Sloan Management Review and Deloitte global study of digital business found that digital transformation isn’t really about the technologies. Instead, it stems from how companies integrate them to transform their businesses and how they work.
Explore more findings from the 2015 digital business global executive study and research project: http://deloi.tt/2flnRZ8
Why do companies need to manage the entire customer experience? New analysis reveals that the entire customer journey - the series of interactions with a brand - is more important than any single touchpoint experience. Leading companies identify and effectively manage a few "key journeys." When companies perfect managing the entire customer journey, they reap significant benefits—including enhanced customer and employee satisfaction, reduced customer churn, increased revenue, lower costs, improved organizational collaboration, and competitive advantage. Presented at the Harvard Business Review webinar. For more on customer decision journeys: http://mckinseyonmarketingandsales.com/topics/customer-decision-journey
Companies that want to turn excellent customer experience into growth need to master Customer Journeys. Customer Journeys (the set of interactions a customer has with a brand to complete a task) and less moments of truth are what matter for a customer. Companies that master not only see an improvement in customer experience, loyalty, and operational productivity; they also see above-market growth.
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
Do you know what your organization looks like from your customer’s perspective? In the digital age, silos and organizational bureaucracy manifest themselves through your digital presence. You can bridge these silos and overcome a bureaucratic inside-out mindset by visualizing the customer (learner, elder, citizen, patient, employee) experience through a customer experience journey map that captures both actual and emotional aspects of the customer experience. Then, map in hand, you can use it to design great outside-in customer experiences for your organization.
An overview of Google Analytics from setup and installation to terminology, campaign tagging, and how to use Google Analytics to answer business questions such as who your visitors are and what they're doing on your site.
An overview of Google Analytics from setup and installation to terminology, campaign tagging, and how to use Google Analytics to answer business questions such as who your visitors are and what they're doing on your site.
Do you have customers residing in California? If so, you need to prepare yourself for the California Consumer Privacy Act (CCPA) going into effect in January 2020. CCPA mandates data privacy protection for California consumers much like GDPR. Personal information for consumers, households, and devices is covered and it is broadly applied. It’s not just names and addresses or personal identifiers like driver’s license and social security number but includes: geolocation data; records of personal property; products or services purchased, obtained, or even considered for purchase; browsing history; education information; professional information; and more. And you need to know where all that information is.
In order to ensure compliance, it’s time to put data profiling to work! You need rapid insight into your data sources whether on traditional platforms or in your data lake, and you need to find the outliers, not just cursory review of data samples, that help you ensure you’ve identified all the places this information has spread to as the information has been copied, reported, and delivered from central data stores.
View this webinar on-demand where we talk through some of the salient points of CCPA and show you how to leverage Trillium Discovery to profile, assess, and evaluate the data sources to find this data at risk.
Using Google Analytics To Market Your Software IdeaPierre DeBois
A starter presentation from my session for Nebraska.Code 2018 explaining how to use reporting in Google Analytics to understand how to attract your intended audience and monitor conversion activity at your website.
Digital-Warriors-Marketing Roadmap with Big Data AnalyticsJaysonBowden
When the data speaks, why should you listen?
Big data has become a buzzword among marketers all over the world and I am frankly sick of all the buzz without concrete value. In this context, my goal is to make Big Data real and tangible for marketers so you can realize the disruptive shift that is upon us. Every marketer is familiar with the 4 P’s of marketing (Product, Price, Place, and Promotion) so we will start our discussion in a way that begins to extend these concepts. I like to describe these as ‘The New 4 of P’s of Marketing with Big Data: Personalization, Performance, Prediction, and Privacy’
SEO, Security and other B2B Sales and Marketing Solutions asTech
This presentation was shared with the GARMAT advisory board on July 15, 2016 to introduce them to important search engine optimization concepts and techniques.
Some of the topics covered were Onsite SEO, Offsite SEO, Local SEO, website security, the importance of a CRM system and email marketing.
#1NWebinar: GDPR and Privacy Best Practices for Digital MarketersOne North
One North’s Managing Director of Technology Ryan Horner and legal process and technology consultant Bob Beach share details on how the EU’s General Data Protection Regulation (GDPR) could impact digital assets.
This webinar is designed to educate digital marketers, share actionable examples, and provide an overview of how One North can help clients ensure their digital properties are in compliance with the regulation and execute on those efforts. Beyond GDPR compliance, the session will also highlight important information for marketers as data privacy continues to become a critical and strategic component of digital.
Access the recording: https://youtu.be/ruQpN70LGt0
Learn the importance of data management and data governance for your marketing automation campaigns, and get a preview of our Salesforce Connector and APIs.
Making Better Decisions Through Data - H/IMA Keith Goode
Given at the April 2019 Houston Interactive Marketing Association Luncheon on April 24, 2019 at 12pm by Keith Goode, Sr. SEO Strategist for IBM, this presentation discusses the reasons to democratize your analytics and how to enable all of your marketers to think critically through the data. Event link here: https://houstonima.org/event/april-luncheon-making-better-decisions-through-data-with-ibms-keith-goode/
Marketers know they need complete data to deliver a great customer experience, but few actually have built the data they need. Maybe they don't know how, but more likely they just are spending their time on other things that seem more important. This presentation shows the great things they could do if they had better data in place, in the hopes of convincing them to give data a higher priority. It has kittens too.
70% of all security breaches are due to an organization’s own staff. Register for this webinar and find out how not to become a statistic. Security is increasingly becoming a significant challenge, regarding how ensuring unstructured and semi-structured content is protected, and also the security rights of the individuals within the organization that need to be given or denied rights to organizational assets.
This Concept Searching webinar will focus on all aspects of security in a SharePoint environment, using native SharePoint tools, conceptClassifier for SharePoint, or integrated with your security application. conceptClassifier for SharePoint and conceptClassifier for Office 365 deliver semantic metadata generation, auto-classification, and taxonomy tools integrated natively with the SharePoint Term Store.
How does it work with privacy and confidential content? The products identify unknown security or confidential exposures in real-time from diverse repositories. Identification of not only standard descriptors but also organizationally defined vocabulary can also be identified. Once identified they are routed to a repository and removed from unauthorized access and portability.
HighRoad Solution Session at AUC016-Creating the Insight-Driven Content Marke...HighRoad Solution
Outline the approach undertaken by the American Association of Clinical Chemistry, American Payroll Association & the American Dental Association in transforming their email program by moving to an insight-first driven model.
How to Uncover New Opportunities Using Social Data Sarah BenSimon
How various departments within a business can benefit from social data; The value of sharing of social data among departments; How social data creates a customer-centric business. Full webinar: http://bit.ly/1LT3ytx
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
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. 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. 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. 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
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. 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. 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. Amazon.com – 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.
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. 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. 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. Acxiom Household File
• Acxiom is a large data aggregator
• http://www.aboutthedata.com
• Connector of several systems
• Large companies append data to their
customer files
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. 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. 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. 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. 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. 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
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. Atlas + Facebook
• A new platform for identification
• Combining Facebook ID with Atlas
Cookie
• What does this mean for unique ID’s?
34. PII vs Non-PII
http://en.wikipedia.org/wiki/Personally_identifiable_information
• 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. Which Ones are PII?
• Zip Code + Four
• Mobile Device ID
• Credit Score
• Email Address
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. 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?
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. Homework
• Review the Gartner Digital Transit Map
– http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp
– What are the three networks you are most interested in and why?
• Review Facebook’s terms of service
– https://www.facebook.com/legal/terms
– 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 (fasser@uw.edu) 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
– seattle.networkafterwork.com, meetup.com, biznic.com, NWIAG.com
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 MOZ.org 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 Amazon.com 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
www.Whatismyipaddress.com
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