MKTG 229 Analytics Assignment Due in class – Tuesday November 24th For all questions, please cite any sources other than your textbook that you’ve used. First 6 questions 15 marks each Question 7 – 10 marks – Total 100 1. Before starting any campaign or project, what are the first 3 questions a Marketer needs to ask and answer? In your own words, why is it important to answer these questions first? 2. In any Marketing role, it is important to know not only the definition of terms, but also why they are important to a business. From the following list of reported metrics found in a web analytics tool (eg. SiteCatalyst, Google Analytics), explain why they are valuable for a Marketer to monitor. a) Referral source report b) Mobile device type report c) Landing page d) Bounce rate e) Entry page and Exit page BONUS: Seasonality of visits 3. As it relates to an A/B test: a) Explain the steps involved in an A/B test. b) As a Marketer working with a Graphic Designer, you both disagree on which image to use for an ad. How can you use an A/B test to resolve your disagreement? 4. An A/B test has been run comparing two purchase funnel experiences. As the Marketer, you must provide your assessment on which funnel to keep and which to “throw out”. Based on the data, which funnel had the best results? Provide your reasoning. 5. What does this heatmap tell us about Canadians’ engagement with our new Prime Minister? 6. What “story” do these heat maps tell? As a result, what would you recommend to the Marketer working on search engine marketing (SEM) 7. What is the most useful fact(s) you’ve learned from this chapter that will help you in your career? (10) Chapter 18 - Analytics Who Am I? Sunita Patel, Manager, Seeker Experience at Workopolis BSc Biology, MBA in Marketing Other places: Trader (AutoTrader.ca, HomeTrader.ca, Buy&Sell.com), Hilroy, Heart & Stroke Foundation, Canadian Tire, Baxter, Federal Gov’t of Canada I am a ‘scientific’ marketer  I love having data to make decisions! I’m here to discuss how Marketers use web analytics in my job everyday, as it relates to your chapter Today’s conversation CH 18: Data Analytics This is the most important chapter in your book. Why? It contains content that will apply to your Marketing world NO MATTER which area of Marketing you go into. Why? In the age of technology – everything is measurable and customizable. Data is at the heart of it. Example: I am a Product Manager. I use data to make decisions about how to design and evaluate my website every day My colleagues use data to design and evaluate campaigns We work everyday with web analysts and data warehouse people Where data can sit within an organization Web Analytics Product Mktg Product Mgmt Adv / Comms / PR Editorial Email UX / UI Traffic Acq (PPC, Affiliate) Develop-ers What story does the data tell? As the analyst, what would y ...

1. MKTG 229
Analytics Assignment
Due in class – Tuesday November 24th
For all questions, please cite any sources other than your
textbook that you’ve used. First 6 questions 15 marks each
Question 7 – 10 marks – Total 100
1. Before starting any campaign or project, what are the first 3
questions a Marketer needs to ask and answer? In your own
words, why is it important to answer these questions first?
2. In any Marketing role, it is important to know not only the
definition of terms, but also why they are important to a
business. From the following list of reported metrics found in a
web analytics tool (eg. SiteCatalyst, Google Analytics), explain
why they are valuable for a Marketer to monitor.
a) Referral source report
b) Mobile device type report
c) Landing page
d) Bounce rate
e) Entry page and Exit page
BONUS: Seasonality of visits
3. As it relates to an A/B test:
a) Explain the steps involved in an A/B test.
b) As a Marketer working with a Graphic Designer, you both
disagree on which image to use for an ad. How can you use an
A/B test to resolve your disagreement?
4. An A/B test has been run comparing two purchase funnel
experiences. As the Marketer, you must provide your

2. assessment on which funnel to keep and which to “throw out”.
Based on the data, which funnel had the best results? Provide
your reasoning.
5. What does this heatmap tell us about Canadians’ engagement
with our new Prime Minister?
6. What “story” do these heat maps tell? As a result, what
would you recommend to the Marketer working on search
engine marketing (SEM)
7. What is the most useful fact(s) you’ve learned from this
chapter that will help you in your career? (10)
Chapter 18 - Analytics

3. Who Am I?
Sunita Patel, Manager, Seeker Experience at Workopolis
BSc Biology, MBA in Marketing
Other places: Trader (AutoTrader.ca, HomeTrader.ca,
Buy&Sell.com), Hilroy, Heart & Stroke Foundation, Canadian
Tire, Baxter, Federal Gov’t of Canada
ake
decisions!
I’m here to discuss how Marketers use web analytics in my job
everyday, as it relates to your chapter
Today’s conversation
CH 18: Data Analytics
This is the most important chapter in your book.
Why?
It contains content that will apply to your Marketing world NO
MATTER which area of Marketing you go into.

4. Why?
In the age of technology – everything is measurable and
customizable. Data is at the heart of it.
Example:
I am a Product Manager. I use data to make decisions about
how to design and evaluate my website every day
My colleagues use data to design and evaluate campaigns
We work everyday with web analysts and data warehouse people
Where data can sit within an organization
Web Analytics
Product Mktg
Product Mgmt
Adv / Comms / PR
Editorial

5. Email
UX / UI
Traffic Acq
(PPC, Affiliate)
Develop-ers

6. What story does the data tell?
As the analyst, what would you recommend to the Marketer?
Or what would you recommend as the Marketer analyzing the
data?
You’re on the Job!
So…what if you were the analyst?
What’s the very first question you ask at the start of every
digital marketing campaign/project?
What is the OBJECTIVE?
What is the GOAL?
What are the KPIs?
Why?
Objectives, Goals and KPIs help to determine what direction
your tactic (eg. Campaign) needs to take
Comparing your results (KPIs) against your objectives and goals
help you determine if you’ve been successful
EX: Hypothesize the site goal.

7. What are the potential KPIs?
EX: Hypothesize the site goal.
What are the potential KPIs?
EX: Hypothesize the PAGE goal.
What are the potential KPIs?
EX: Hypothesize the page goal. What are the potential KPIs?
What story do these metrics tell?
Seasonality in visits – bounce rate – returning vs new

8. 11
What story do these metrics tell?
What does this source-traffic report tell us? Why is this useful?
13
What does this source-traffic report tell us? Why is this useful?
14
What does this device report tell us? Why is this useful?

9. Don’t waste your development efforts
15
Typical checkout conversion funnel
Why are people getting lost in the last phase? Bad UX? Or
something else? Do you need to research
16
EX: Google’s heatmap
EX: A/B Test & Heatmap

10. EX: A/B Test & Heatmap
What is the big deal about Big Data …in Marketing?
Understand your customer better …and faster
Trends in their behaviours
Personalize your onsite experience
In email
Onsite
Retargeting
Deliver relevant, targeted customer communications
Deliver information faster
Legalities are complex
Privacy
Examples:
Target
Netflix
Remarketing

11. Looking for a job?
Understand what these terms mean
BUT
Also understand why they are important to a business
Resources
AvinashKaushik: Occam’s Razor
Unbounce
MECLabs
Emarketer
Mashable’s Metrics That Matter
The Lean Startup – Eric Ries
Questions?