This document provides an overview of digital marketing analytics and paths of value. It begins by introducing Marshall Sponder as the lead author of a new textbook on digital analytics for marketing. It then lists 12 topics that will be covered, including internet marketing, SEO/SEM, programmatic advertising, web optimization, first/second/third party data, web analytics, and social media analytics. It provides brief introductions to several of these topics, emphasizing the importance of different data sources for digital marketing and how tools have evolved to analyze user behavior online.
This is an power-point presentation on Introduction to Digital Marketing. This slide includes Marketing Definition, Digital Marketing Definition, Why Digital Marketing is so trendy, Timeline of Digital Marketing and Areas of Digital Marketing.
The theme is totally designed by me and inspired from @njchevalier.
Digital Marketing Channels Powerpoint Presentation SlidesSlideTeam
Talk about online marketing channels with readymade digital marketing channels PowerPoint presentation slides. This exclusive e-marketing PPT will be very useful for people in digital marketing. Showcase different ways to promote your business, services, and products by using our e-marketing PowerPoint template. This content ready e-marketing channel presentation consists of a total of 62 slides. All the slides are completely editable and can be easily changed as per your requirement. The social media marketing channel PowerPoint complete deck covers various topics like digital marketing key statistics, email marketing, pay per click advertising, search engine optimization, display advertising, social media marketing, content marketing, elements of digital marketing, digital marketing channels, ROI on digital marketing, digital marketing strategy framework, roadmap to digital marketing strategy, digital marketing summary dashboard, digital marketing ROI report and many other slides. Download this digital advertising channel PowerPoint theme to expand the horizons of your business and to increase the sales revenue. Our Digital Marketing Channels Powerpoint Presentation Slides act like elbow grease. They enhance the force of your effort. https://bit.ly/2UOOzSl
A presentation about digital marketing overview. Points covered are Search engine optimization (SEO), Pay per click (PPC), Social Media optimization (SMO), digital marketing funnel
This is an power-point presentation on Introduction to Digital Marketing. This slide includes Marketing Definition, Digital Marketing Definition, Why Digital Marketing is so trendy, Timeline of Digital Marketing and Areas of Digital Marketing.
The theme is totally designed by me and inspired from @njchevalier.
Digital Marketing Channels Powerpoint Presentation SlidesSlideTeam
Talk about online marketing channels with readymade digital marketing channels PowerPoint presentation slides. This exclusive e-marketing PPT will be very useful for people in digital marketing. Showcase different ways to promote your business, services, and products by using our e-marketing PowerPoint template. This content ready e-marketing channel presentation consists of a total of 62 slides. All the slides are completely editable and can be easily changed as per your requirement. The social media marketing channel PowerPoint complete deck covers various topics like digital marketing key statistics, email marketing, pay per click advertising, search engine optimization, display advertising, social media marketing, content marketing, elements of digital marketing, digital marketing channels, ROI on digital marketing, digital marketing strategy framework, roadmap to digital marketing strategy, digital marketing summary dashboard, digital marketing ROI report and many other slides. Download this digital advertising channel PowerPoint theme to expand the horizons of your business and to increase the sales revenue. Our Digital Marketing Channels Powerpoint Presentation Slides act like elbow grease. They enhance the force of your effort. https://bit.ly/2UOOzSl
A presentation about digital marketing overview. Points covered are Search engine optimization (SEO), Pay per click (PPC), Social Media optimization (SMO), digital marketing funnel
What is Digital Marketing, Digital Marketing Jobs, Salary and Job Locations, Global Digital Internet Stats, Indian, SEO, SMO, SMM, Content Writing, Benefits of Digital Marketing, PPC, Why to chose Digital Marketing,
Social Media Marketing Slide. Social Media Marketing is probably the most successful alternative to marketing.
Marketing strategies with the highest return on investment in digital marketing.
This presentation is all about social media marketing, seo, google analytics & youtube marketing. for more details visit our website: https://www.easydigiacademy.com/courses/digital-marketing-courses-classes-in-raipur.php
These slides provide an overview of social media marketing; background knowledge, methods and processes for managing social media, measuring social media and not least different strategies for implementing social media marketing.
remember that slides only tell half of the story ...
In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.
Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.
Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.
We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.
The ppt gives you an overview of digital marketing, its characteristics, its history, how it is different from traditional marketing and the strategies of digital marketing
TechSEO Boost 2018: Internal Link Optimization on SteroidsCatalyst
SEO for large sites is completely different than SEO for smaller sites. Large sites have a strong (yet often overlooked!) lever that can boost rankings: internal linking! However, it can be challenging to understand which pages have the highest PageRank, so that you can tweak them to serve important pages better. That can only be determined when you combine internal and external PageRank. Join Kevin Indig as he presents an innovative approach that merges data from crawls, log files, and backlinks to solve the puzzle! You’ll learn how to:
• Combine crawls, log files, and backlinks to find weaknesses in your internal linking structure
• Analyze the impact of tweaking internal linking before you deploy the changes
• Understand how to tweak internal linking at scale
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
What is Digital Marketing, Digital Marketing Jobs, Salary and Job Locations, Global Digital Internet Stats, Indian, SEO, SMO, SMM, Content Writing, Benefits of Digital Marketing, PPC, Why to chose Digital Marketing,
Social Media Marketing Slide. Social Media Marketing is probably the most successful alternative to marketing.
Marketing strategies with the highest return on investment in digital marketing.
This presentation is all about social media marketing, seo, google analytics & youtube marketing. for more details visit our website: https://www.easydigiacademy.com/courses/digital-marketing-courses-classes-in-raipur.php
These slides provide an overview of social media marketing; background knowledge, methods and processes for managing social media, measuring social media and not least different strategies for implementing social media marketing.
remember that slides only tell half of the story ...
In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.
Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.
Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.
We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.
The ppt gives you an overview of digital marketing, its characteristics, its history, how it is different from traditional marketing and the strategies of digital marketing
TechSEO Boost 2018: Internal Link Optimization on SteroidsCatalyst
SEO for large sites is completely different than SEO for smaller sites. Large sites have a strong (yet often overlooked!) lever that can boost rankings: internal linking! However, it can be challenging to understand which pages have the highest PageRank, so that you can tweak them to serve important pages better. That can only be determined when you combine internal and external PageRank. Join Kevin Indig as he presents an innovative approach that merges data from crawls, log files, and backlinks to solve the puzzle! You’ll learn how to:
• Combine crawls, log files, and backlinks to find weaknesses in your internal linking structure
• Analyze the impact of tweaking internal linking before you deploy the changes
• Understand how to tweak internal linking at scale
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
DLSU Manila Technical Digital Marketing GuideJomer Gregorio
March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models.
I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner.
Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon.
Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957
“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.
best Digital marketing institute in Laxmi Nagar mohit597829
There are many ways in the market to develop a strategy which not only optimizes but also is quite beneficial in promoting your website and business. Digital marketing is one of the finest and foolproof methods which helps your business flourish and gain new leads and conversions.
An effective digital marketing strategy is the main ingredient required for a successful business. To get the edge, the companies hire digital marketing experts from top-notch digital marketing institute in Laxmi Nagar, which help a company stand out in this cut-throat competition.
Digital Marketing: The Essential ToolkitHarley Rivet
The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.
Search And Success: How To Make Your Website, Content And SEO Pay OffMichael Hackmer
You know SEO, content and social media are important to your marketing because everyone keeps telling you they are. But what not enough marketers know is how to make those tactics actually pay off in increased leads, sales and ROI.
This presentation covers how to tie it all together with an information architecture and conversion strategy that will not only bring in more traffic, but help you turn more of that traffic into growth on the bottom line. Including how to:
- Identify your target audience and the messaging you need to reach them
- Build an information architecture that naturally enables SEO and social marketing
- Develop a content marketing library that wins business
- And, converting more visitors into leads, leads into sales, and sales into long-term ROI
Sponsored by LogMyCalls
The Presentation Agenda
1) Background (Terms, B2B And B2C Marketing Trends, SEO, ETC)
2) Consumer Trends Worth Noting
3) Identifying Your Customers
4) What Is Information Architecture And Why Is It Important?
5) SEO And Content Marketing That Wins Business
6) Measuring Results And Converting To Sales
7) Building Your Social Media Strategy
8) Time And Resource Management
Questions? Please contact Michael Hackmer, Found, Social Web Tactics, at: 703-362-1586. Email: michaelhackmer@socialwebtactics.com
This is a presentation for The Global Big Data Conference where I am focusing on how creative people can leverage algorithms and Big Data without having it take over their entire lives.
My presentation is on the afternoon of October 23rd, 2017 and I am publishing the deck a few days earlier than that. This presentation also coincides with the publication of the Digital Analytics for Marketing (Sponder/Khan) textbook that is now available (Routledge, 2018) online and in bookstores.
What went right or wrong on election day - Nov 8th, 2016 USAMarshall Sponder
I created this lecture for my Baruch and Rutgers classes but figured it really ought to be online. While preparing this deck, noticed the cathectic emotion, even though it is impossible to capture everything that has happened.
Here is my presentation to the Design Bloggers Conference that is taking place in Atlanta, GA on Feb 25th - 27th, 2015.
I was originally going to present this in person but it will be delivered remotely as a last minute circumstance arose that made it necessary for me to postpone attending.
Scaling online and hybrid training rutgers university 1-14-15 submittedMarshall Sponder
Presenting this deck at the Online and Hybrid Learning Conference (January 14 and 15, 2015) at NJIT and Rutgers.
My presentation in on Wednesday afternoon, January 14th, https://onlinelearning.rutgers.edu/ruonline2015/scaling-online-and-hybrid-courses-effective-design-and-rubrics
Analytics for Musicians - Presentation to Chamber Music America - December 2n...Marshall Sponder
This presentation covers the kind of data that can be collected and how it might be used to promote the local and online following of Classical and Jazz Musicians.
In particular, we take a tour of some of the more exotic enhancements in Google Analytics combined with Geo-Location that I have become found of lately.
The work in this course also draws on the work I do at Baruch College Zicklin School of Business, where I am a Lecturer Faculty - much of the work I present has been informed by students who helped to pull the data around certain of the slides.
Finally, the need to develop the assessments also draws upon the Rutgers University Social Media for the Arts.
This deck does a nice job of blending the thinking behind the teachings I've done in both places, and is a true synthesis.
Merging Geo Social Data & web analytics at the Metropolitan Museum of ARTMarshall Sponder
Using public data and platforms such as Geofeedia (to mine the public Instagram and Twitter postings at the Metropolitan Museum of Art), together with StatSocial (a tool for Twitter Follower Analysis) I was able to come up with a very unique approach to Analytics and Storytelling for the MET.
As I'm a sustaining member of the Metropolitan Museum of Art, I really love the museum, its my favorite place, and also a place of RESEARCH.
Linkedin Analytics Week 11 MKT 9715 baruch mba program Prof Marshall SponderMarshall Sponder
This LinkedIn Analytics presentation is part of my MBA class at Baruch College that I teach on Monday nights -- MKT 9715 - I will also be teaching the undergrad class next semester as well as the graduate class.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
2. Everything I talk about today is
covered in much more detail in my New
Textbook of which I’m the lead author.
The purpose of this book is to provide
the best information about Digital
Marketing field and a way for
businesses and individuals, connect the
dots, to access their development and
process - then determine what they
need to do next.
• www.routledge.com/9781138190672
• http://bit.ly/DAFM_MS (published 10/8/17)
• amazon.com/author/marshallsponder
• http://www.linkedin.com/in/marshallsponder
• @webmetricsguru
3. There is a lot of information in this presentation
and we are just going to fly through it in 90
minutes or so (holding questions to the end of our
talk).
If you want to know more about any of the
subjects, order a copy of the book from Amazon
upon returning home (soft copy or digital).
https://www.amazon.com/Digital-Analytics-
Marketing-Marshall-
Sponder/dp/1138190683/ref=mt_paperback?_enc
oding=UTF8&me=
4. Here today to speak about Digital
Marketing Analytics and its Paths of
Value
Marshall Sponder develops and teaches online and
hybrid courses at Zicklin School of Business and Rutgers
University where he holds a dual appointment.
At Zicklin, he teaches Web Analytics courses while at
Rutgers he teaches an online class called Social Media
for the Arts. Marshall is the author of Social Media
Analytics (McGraw-Hill 2011) and Digital Analytics for
Marketing (Routledge, 2017).
Marshall is a Board Member Emeritus at theWeb
Analytics Association, now called the DAA.
6. Here are some of the Digital Marketing CORE courses and
ELECTIVES taught at Zicklin School of Business
7. Social Media for the Arts is an Online, Asynchronous
learning course that I author, teach and lead at
Rutgers University – this fall semester there is 1432
students registered and has been growing exponentially
every year – next Spring we expect over 2200 hundred
students.
8. Paths of Value covered in this presentation
1. Internet
Marketing
2.
SEO/SEM/Landing
pages
3. Programmatic
4. Web
Optimization
5. First, Second
andThird Party
Data
6.Web Analytics
7.Third Party Data
Platforms
8. Social Media
Analytics and
Content Marketing
9.Text Analytics
and Algorithmic
curation
10. Mobile
Analytics
11. Geolocation
Analytics
12. Integrating
Digital Marketing
Analytics with
Business Analytics
10. Digital Media is really about dealing with Unstructured, Structured and Semi-
Structured Data. Unstructured Data take a lot more effort to work with.
12. Digital Analytics developed to serve the needs of
administrators and its users and captures STRUCTURED
DATA ONLY.
13. Unstructured Data now called The “New Oil” or
“Digital Gold”
The term “data is the new oil” reflects the current consensus that the most
asset an organization has is its semi-structured and unstructured data.
Examples of turning data into dollars:
1. Credit card companies detect unusual spending patterns of their
customers using sophisticated algorithms that examine massive datasets,
saving customers billions of dollars a year.
2. Major retailers use unstructured data collected for customer transactions
to refine their online search engines and encourage customers to buy
more products.
3. Food and beverage suppliers merge customers, logistics, and
manufacturing data to improve their plant operations significantly.
14. Digital Analytics Platforms evolved in order to analyze and
understand the Data generated by INTERNET users.
• Web Analytics – Platforms used to understand the activities (behavioral
/ clickstream) of users of a specific website.
• Text Analytics -The process of turning text into numbers, similar in
structure to a spreadsheet so that statistics and other types of analysis
can be run on the data.
• Search Analytics –The Analysis of Organic and Paid Search Engine
results. Search Analytics includes the analysis of site search results on
the search engines running on a specific website.
15. Combining Paid and Organic Marketing Strategy
1. Develop content that is based on customer or target audience needs and interests
2. Promote content using SEO to provide far reaching and “evergreen” results
3. Investigate Broad Search Categories andTrends for targeted SEM promotion
4. Narrow Down Keywords
5. DetermineTraffic and Cost
6. SelectTerms and Match Criteria
7. DesignAds
8. Run Campaigns
9. Measure and Refine Campaigns
10. Continue to refine Organic and Paid Search content and results
16. Display Advertising
Display (Banner) ads are advertising that takes place on digital websites. It includes many
different formats and contains items such as text, images, flash, video, and audio. Display
Advertising consists of the following types of ads:
• Video Ads
• Rich Media Ads (Expendables): flash files that may expand when the user interacts on
mouse over (polite), or auto- initiated (non-polite).
• Overlays: ads that appear above content and that are possible to remove by clicking on a
close button.
• Interstitials: Ads displayed on web pages before expected content.
• Sponsorships: Advertising that includes a logo or adding a brand to the design of a
website.
• Ads that appear on a sidebar or top bar – these ads stay on the page unless the viewer
marks it as uninteresting or offensive.
17. Viral Marketing
• Viral Marketing has changed a lot since the days of the dancing
babies and funny cat videos that became popular onYouTube circa
2006.
• Initially thought of as the most sought after form of marketing, it is
inexpensive and very efficient and rapidly disseminated across
social media channels (hence the word "viral").
• Viral marketing is not something to depend on– but is now
becoming much closer to a “science” now and is just another form
of “paid media.”
18. Viral is actually Paid Media, most of the time. Example: 2014 Academy
Awards – most viral video is professionally produced and seeded –
coverage and distribution are often paid for in advance.
In the 2014 AcademyAwards, Ellen’s
Selfie was purported to be worth 1
Billion dollars of “earned media” for
Samsung, an Academy Awards 2014
Sponsor, but was arranged (and paid
for) before the Academy Awards took
place.
There is an element of "leveraging
opportunity" in generating viral content,
but excepting for rare spontaneous
accidents, viral media (as a marketing
tactic) is anything but spontaneous.
19. Social Media Advertising
– Twitter, Instagram, LinkedIn, Snap
• Social Media Advertising is usually associated with the term “Native
Advertising” (NativeAds) which is advertising that looks as if it is a
social media users’ post, but is really an Ad.
• Native Advertising is thought to be more effective and consensual
than other forms of advertising, although social media users have
begun to tire of them.
• Twitter has similar options to Facebook, but is keyword based,
whereas Facebook’s targeting is based on membership and the
behaviors of it’s members.
23. Two types of Search Results, Organic and Paid:
• Organic results appear mainly because of their relevance to the user’s query.
• Paid search results are tailored to the searcher. For example, if you search up
cars frequently, you will see more ads for cars then your paid search results will
be related to that as well.
24. Introduction to Search Engine Technologies
•Search engines yield two types of search results: organic
and paid.
•Search engines rank organic results based on over 200
ranking factors in an algorithm.
•Search Engine Optimization (SEO), the process of
optimizing a website to receive the most visitors through
a search engine.
25. Search Engine Marketing (Paid Search)
• Search Engine Marketing (SEM) focuses on paid search business
solutions.
• SEM involves the process of buying traffic through paid search
listings-but SEM offers much more control over those listings than
SEO
• SEO and SEM have their advantages and marketers should combine
both, as most organizations have several initiatives that can benefit
from both types of search.
31. Why Programmatic Advertising is Used
• In the last 25 years, we have developed eCommerce – the ease of buying and
selling online (just look at Amazon and eBay).
• The development of precision targeting along with self-service advertising (like
Google AdWords) has turned anyone who wants to be a digital marketer
(whether they realize it or not) but they need to become more sophisticated to
take full advantage of what technologies such as Programmatic offers.
• Digital and Social Media platforms have all included sophisticated and powerful
analytics (and in some cases, customizable attribution models)
32. Madison Avenue is now
Wall Street with the majority
of media planning and
buying being guided and
run by Automated Algorithms
http://venturebeat.com/2014/04/20/why-madison-avenue-is-becoming-more-like-wall-street/
33. Programmatic Advertising
Programmatic Advertising technology automates processes, eliminates costs,
and allows for more time spent on the strategy and the analysis of the data.
Buy Side vs. Sell Side of Programmatic (and it is confusing since Buyers can
also be Sellers and vice versa)
• Buyers / Demand Side - Advertisers are trying to deliver the right message in
front (eyeballs) of the right person at the right time (targeting) for the best
price (return on investment.)
• Sellers / Supply Side – Publishers are trying to maximize the money they can
make selling advertising space (inventory) to advertisers.
34. The Data being used to power Programmatic Advertising is
acquired and provided in a number of ways (Second & Third-
Party), including the in-house customer data businesses have
(First-Party).
35. Data Collection of First, Second, Third Party Data allow marketers to
harvest vast amount of personalized data on individuals (for better or
worse) used largely to hyper-target Programmatic Ads.
36. Programmatic can be used with most Digital Advertising
• Digital - Graphic ads appearing next to content on web pages, IM applications, email.
• Video - Ads appear in the video before, during, or after the video plays. One of the fastest-growing
opportunities online today.
• Mobile - Ads used on mobile devices, such as cell phones or tablets are growing quickly.
• Search – Ads are placed and ranked by search engines on web pages that show associated results
from the user’s search engine queries (can be combined with display networks such as Google’s).
• Social - Produce content that users will share with their social network.
• Native - A form of social media advertising that matches the shape and function of the platform on
which it appears – looks similar to user’s post or newsfeed item but is an ad.
37. Most Programmatic is done using a Third-Party vendor platform,
either through an Agency or In-House – these should be evaluated
for the best marketing technology solution for the business.
39. Web Optimization encompasses tuning and customizing the online content and
its delivery to many online and some offline channels and includes
personalization and hyper-targeting based on First, Second and Third Party
Data.
40. Today, Web-Optimization and Social Media is all about Content
Marketing and the technology and creative that informs it – that’s
why we choose a Content Marketing Soft Assessment.
42. What is First, Second and Third-Party Data?
• First-Party data is collected by issuing the First-Party cookie to the web browser of a visitor
to a website runningWeb Analytics software. Most websites issue First-Party cookies for
applications and login information that takes place on their website.
• Second-Party data is the First-Party data collected from a business partner (via a First-
Party cookie) and shared with another party (usually an affiliate). For example, many online
banking and credit card customers provide First-Party data that is provided to their business
partners (the terms of this arrangement are usually appear in terms of service of the website).
• Note:There are First andThird-Party cookies, but no such thing as a “Second-Party cookie”, just Second-Party data.
• Third-Party data is information collected by using aThird-Party cookie that is issued to a
web browser of a visitor to the website it is issued from. Third-Party cookies are issued by
various services (many of them are advertising based) that follow online users across the
Internet and collect behavioral information about their activities.
43. The big problem with Third-Party Data is generally not interoperable across
other First and Third-Party Data Providers making it unreliable when combined
with other sources of data, which marketers often want or need to do.
• Each provider has their own reasons for collecting data – this impacts the context and
format of their product offering, possibly making it incompatible with similar datasets offered
by alternative providers.
• Third-Party Data Providers want to lock users into using their own data products, so they
are not motivated to provide interoperable data sets.
• MostThird-Party Providers are not transparent about how they prepare their datasets,
and too often, we are not able to find out the actual sample size of the panel.
• Just as the bricks of a wall require alignment in the precise dimensions of the building blocks -
layering data requires the same precision, but the precision cannot be verified withThird-
Party datasets.
• UseThird-Party Data sources alongside each other but avoid the temptation combining
the data into a single metric. Notwithstanding, organizations can end up needing to
combine differentThird-Party data feeds because they need select elements in each one that
the others do not have – after all, we do not live in a perfect world.
44. 3 Organizations using First, Second and Third-Party Data
Capital One created a deal optimization engine analyze customer demographics and spending
patterns. With this data they were able to determine when and where to place offers in front of
people; this led to increases in revenue and customer satisfaction.
T-Mobile reduced customer turnover by 50% by examining their usage patterns, geographical
usage trends, customer purchases by location and Customer LifetimeValue. With the massive
amounts of dataT-Mobile collected on its clients, it was then able to identify its most influential
customers and give them extra perks.
Starbucks uses location data, street traffic analysis, demographic info and data culled from
other places to decide where to locate their stores. Armed with the data Starbucks locations
can exist a block away from one another; better serving their audience while remaining
profitable.
45. Example: Using Third-Party Market Research Resources
– ComScore MyMetrix
• ComScore’s suite of measurement products use a “Global Research Panel comprising over 2 million people that
reside in over 170 countries that provide data readouts of interest to digital advertisers and publishers.The online
panel captures the URL, engagement activity, keystrokes and mouse movements and intensity, information parsing,
application usage, data stream captures and many activities on AOL (ISP).
• 85% of users in the panel are identified by the device (single user machine) and 15% (unmarked and multi-user devices) by biometrics, site affinity
and time of day or gender.
• Web site audience defined by projecting the panel data activity on a website/property with census data to the general population at six levels of
classification.
• Web site properties (entities) appear in the reports if the entity generated at least 30 UV (unique visitors) during the period (month) for US reporting
and 15 UV for non-US reporting.
• UDM – Unified Digital Measurement ™ integrates the panel (2 million +) with Global Device Measurement
(maintained with page tagging). Unified UV =Total Census Cookies X Cookies per Person.
• Comscore performs constant updates (enumeration) surveys by landline and cellular on a monthly basis with a
target of 500 completed surveys per month. Panel recruitment by affiliate programs and third parties into two
categories (home and “at work”) that is merged and de-duplicated to create the ComScore Universe.
46. As there are many Third-Party Market Research Tools/Platforms,
first determine your basic needs and findings …..
47. Then determine if external Market Research vendor(s) are needed,
if so evaluate them and choose your vendor/partners carefully as
the choices can vastly impact the final outcome.
49. Why use Web Analytics?
• Optimize websites
• Maximize the marketing placed on websites (combined with
Programmatic)
• Learn how site navigation, content, and aesthetics affect the bottom line,
which should align with business goals
• Learn from past marketing efforts on a website
• Optimize future campaigns to increase conversion on a website
• Recommend website or marketing changes based on an analysis of website
behavior
• Implement site changes or recommends changes to those in authority to
do so having the First-Party data to back up the recommendations.
50. Web Analytics captures the kind of data most marketers marketers want and need
There is a lot more data that can be
used than whatWA collects.
WA can be configured to collect
additional data when it is determined
that is needed, viaAPIs and
additional configurations.
While the platforms are powerful out
of the box, they don’t do much of
business value until they are
configured.
54. Once the actual goals are
defined they need to be set
up in Web Analytics in that
manner.
(Key Business Requirements
are informed by Key
Performance indicators –
these are usually the
“intermediate metrics”
55. Example of mapping KBRs to KPIs is actually hard, often
compound/custom metrics need to be created because the
defaults are not accurate or useful out of the box.
The Key Business
Requirement is always
much broader than a
simple metric.
In other words, your KBR
should never be to get
more pageviews, visits or
clicks on your website.
The conversion event is
“Where” the
measurement is taken.
Web Metric
56. KPIs help stakeholders understand and act on the activities
generated by the visitor to their websites
57. Configuring Web Analytics Platforms is much harder than it
should be, despite all the PR from Google to the contrary.
• The first digital analytics tools were built to read weblogs, not to measure the
digital world.Though the capabilities of the tools have improved the basic
views they provide, have not changed much.
• While people build the websites for specific purposes, theWeb analytics tools
are not able to determine the purpose of a website.
If they could, analytics reports would be more useful.
58. But the problem with Web Analytics is most of the
basic web metrics are not originally designed to
capture the actual information that marketers
need.
“The challenge with KPIs is most of the standard digital metrics are
almost useless to make marketing decisions because they were
designed to measure the wrong things and do it in the wrong way.”
- Gary Angel (cited in my book)
59. Digital
Fragmentation
impacts the Data
and Metrics we can
derive from Web
Analytics platforms
as the customer /
lead generation
data often is
generated and
collected on other
platforms such as
Facebook, Twitter,
LinkedIn, etc.
60. The most powerful tool Web Analytics has is SEGMENTATION, as
all visit data can be looked at from various lens and filters which
can be refined and customized, as needed.
62. The Best Use Case for Web Analytics
is UX (Web Usability/Design) and
WA is only able to measure the last step.
63. Ultimately, marketers will want to first soft access how well they
are measuring their current website marketing activities, along
with their other marketing activates besides the website ……
64. Followed by an Automation Assessment – since the purpose of
Websites is to automate and scale marketing activities and
customer touchpoints……
65. Followed by a soft assessment of the alignment between sales
and marketing parts of an organization, as most measurement
problems originate from a schism here.
66. Once all the parts of the organization are aligned, find the right
vendors to execute Web Personalization, as Personalization is
the main reason to heavily invest in Web Analytics enablement.
68. 3rd Party Data Tools useful for Digital Analytics
• ABI/INFORM Global - Find articles from trade journals and magazines,
scholarly journals, and general interest magazines covering accounting,
advertising, business, company information, industry Information,
management, marketing, real estate, economics, finance, human resources,
and international business.
• Academic OneFile - Articles from magazines and scholarly journals from a
wide range of subjects.
• Business Monitor Online is now called BMI Research - might be useful to find
out about a market in each area.
• eMarketer – eMarketer takes many data from all over the digital marketing
world, re-charts and organizes it for reference and publication.
69. 3rd Party Data Tools useful for Digital Analytics
• Gartner - Analysis of IT markets for hardware, software, IT services, semiconductors
and communications. Reports on IT issues in ten industries including education,
banking, retail, healthcare, and manufacturing.
• Grolier Online - Useful for definitions of topics along with building citations.
• IBISWorld - Already using - reports on over 700 industries plus specialized analyst
reporting.
• Kanopy - might be useful as a source of stock educational videos.
• American Fact Finder - find out details about demographics in a zip code in the US.
• Business Insights: Essentials - Good for SWOT analysis of companies, perhaps of
industries, also allows keyword search. Provides industry reports that might be
useful.
70. 3rd Party Data Tools useful for Digital Analytics
• Mintel Academic - Provides overall sector studies and trend
analysis.
• PrivCo – Information of the filings and financials of private
companies.
• Simmons OneView – Useful for demographic planning.
• Statista - like eMarketer in but has more search capability and
numerical data.
• Warc - Resource with DATA for many marketing data, trends, and
projections
71. Since Third-Party Tools are often used for Market Research as well
as Data Enrichment, businesses need to determine how well they
are prepared to use such tools in-house, before making major
investments in additional platforms and/or data.
73. Most people in industrialized societies have at least one active social
media account
74. Social Media Analytics evolved to focus on fragmented online
audiences and their activities, they also developed their own types of
analytics, making integrating this data difficult and error prone.
76. The study of Social Media Analytics began in 2003 but
public awareness of it took another 5 years (~2008)
77. In the book there are
7 layers of Data of
Social Media
Analytics which can
be examined
individually, then
combined for
insights.
78. The 7 Social Media layers
1. Text - Social media content, such as comments, tweets, blog posts, and Facebook status
updates
2. Networks - Extract, analyze, and interpret personal and professional social networks, for
example, Facebook, Friendship Network, andTwitter.
3. Actions - Extracting, analyzing, and interpreting the actions performed by social media
users, including likes, shares, mentions, and endorsement.
4. Hyperlinks - Extracting, analyzing, and interpreting social media hyperlinks (e.g., in-links
and out-links).
5. Mobile - Measuring and optimizing user engagement through mobile applications (or apps
for short).
6. Location - Spatial analysis or geospatial analytics, is concerned with mining and mapping
the locations of social media users, contents, and data.
7. Search engines – Extract, analyze and interpret the way that search engines rank content.
80. Social Media Analytics Vendor Assessment -
Various third-party assessment tools such as DemandMetric, provide useful guidance in choosing
the right Social Media Analytics platform for a particular organization or stakeholder need.
81. The Online Presence Assessment (The Analytics Selfie) is a tool I developed
for my students to measure their own Online Presence in Social Media using
third party APIs – and it can also be used for Celebrities and Companies.
83. What is Text Analytics?
• Text Analytics is turning text into numbers so we can run mathematical and
algorithmic operations, regressions, classifications, neural networks and
Bayesian equations on the transformed data to get insights we might not
otherwise get.
• The world is full of text data (largely generated by the web-based systems
we use to communicate with), having a platform to operate on large amounts
of textual information can be of immense value to organizations, if it yields
vital information (it can).
• The algorithms used inText Analytics are also used in many other domains
of science.
• We believeText Analytics can be used more widely than it is, but for most
organizations,Text Analytics remains a “niche” activity; most organizations
do not understand what it is or how to use it.
84. While Text
Analytics is still
considered a Niche
Business
Intelligence
method, its use is
growing rapidly in
certain sectors
such as fraud
detection and
financial data
mining.
85. Text Analytics Use Cases
Text Analytics is a growing market and is estimated to reach $6.5B by 2020, growing at a rate of
as much as 25% per year from 2013 through 2020.Text Analytics supplies necessary data to
Customer Relationship Management (CRM), predictive analytics and brand reputation
management (see common use cases in the table, below).
89. Hierarchical and K-means Clustering Methods for
Unsupervised Learning
K-Means: One of the most
popular and useful way to
organize information in the
“K-means” algorithm. K-
means algorithm creates a
specific number of groups (k)
from a set of objects. It’s a
popular cluster analysis
technique for exploring a set
of data.
The iterative part of the K-
means algorithm uses the
output of one state of the
computation as the input of
the next stage, continually re-
running the K-means until the
output and input no longer
meaningfully change.
90. Machine Learning - Supervised Learning
Supervised Learning:A
model is created based on
previous observations as a
training set using a set of
documents are tagged by
humans to be part of a
category.
91. Text Analytics is best used in situations
where there is a clearly defined business
need, a large amount of text/image/sound
data, and clear patterns of information that
are being data mined.
93. • Mobile data is constantly generated by our mobile devices, and there are
two main methods to view and analyze this data which we will cover in this
chapter.
• MOBILE APPLICATIONS are becoming an integral part of our lives (i.e.: the
apps we download from the iOS or Android App Stores.)
• Applications (or apps) are special-purpose software developed to perform
certain tasks on the go (on our mobile devices) – these devices produce a
wealth of data that can be of interest to both device owners and marketers.
Mobile Devices is where most ecommerce is happening
now.
94. Reasons to ensure that a website is
“Mobile Friendly”
• Better Search Engine Ranking: Since 2015 mobile compatibility has been a
Google search engine ranking factor and, overall, most of the referral traffic
arriving on websites originates from mobile devices.
• Many websites have been designed to work on desktops or laptops rather
than mobile devices; creating frustration in the user experience while trying to
be used on mobile devices.
• There are strong evidence that searches performed on a mobile device are
highly correlated to customers who are willing to visit a local business, and
make a purchase the same day (mobile devices broadcast their location to ISPs
and Search Engines), as well as many mobile apps.
95. Use the Mobile Application Type Assessment to determine what type of
Mobile App to create.
96. Finally, access how adapt the company is by using the Mobile
Marketing Maturity (soft) Assessment.
99. Geo data is collected directly from mobile devices
100. iBeacon and Bluetooth
• Locational data can be gathered with precise location up to a few feet with
Bluetooth based transmitters and receivers (it sounds like a form of radio,
and in a way, it is, because most of the data is broadcasted from Bluetooth
transmitters). One feature about iBeacon is that it is relatively inexpensive to
set up and deploy, and there are integrated middleware platforms that provide
the iBeacons together with campaign management and analytics.
• One issue that iBeacon solves is privacy. iBeacons are an opt-in technology
and users must first run an application on their mobile device which then
broadcasts their location and communicates with the nearest iBeacon
transmitter, allowing for a customized message to be sent to the
user/customer as they walk by a particular area. iBeacons, though still in an
early stage, can provide many uses, it can be expected to be widely deployed
soon. iBeacons are an Apple protocol but it’s widely deployed since launching
in 2013; any mobile device running application can communicate with iBeacons
placed in a physical location.
101. Near Field Communications (NFC)
• NFC is radio-frequency identification technology originally developed in the
1980's (known as RFID) allowing compatible hardware to communicate with
passive electronic devices using radio waves; RFID is used for product
identification, authentication, and inventory tracking.
• Near Field Communications creates a cell area with a 150-foot radius (Geo-
Fencing) with mobile devices and is like a “movingWeb Analytics” data collection
pixel. Mobile devices that are in the radius of a "named" Geo-Fenced area receive
communications about businesses in the location.
• The issue with NFC technology was that it was not a widely adopted standard
available in most mobile devices until recently.
• Android Pay and Apple Pay utilize NFC technology so that users with an
Android/Apple phone can simply tap their devices to a pay screen at a store to
pay for their goods.The Android/Apple Pay accounts are connected to the user's
bank account.
103. The alignment of
social media analytics
with business
objectives can be seen
as analogous to the
famous ChineseYin
andYang philosophy,
where two seemingly
opposing forces
complement and
reinforce each other.
Understanding The Social Media Business Alignment
107. Summary:
• We covered many of the highlights of the Digital Analytics for
Marketing book.
• Pick up a copy of the book if you want to go into these and many
more subjects in greater depth.