Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.
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.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.
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.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Ecommerce and Brick and Mortar Retail in CanadaFabiana Pereira
- E-com and B&M retail KPIs (Canada & US 2014-2018 est.)
- Extra stats on apparel retail
- Channel preferences and showrooming
- Cross-border shopping trends and consumer sentiment
- Top e-commerce pitfalls and mitigation
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries.
With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
Tag Manager is a free tool from Google that allows marketers to place, test and manage various tags used for measurement, advertising, testing and more. While the tool is primarily used to improve efficiencies for digital marketers, we also explore its primary features, demonstrate sample processes to make the most of Tag Manager, and cover several sample use cases.
The content of this webinar (recorded December 2016) was designed to benefit both novices and others with tag management experience.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
eMarketer Webinar: Reaching the Right Audience—Ad Targeting TrendseMarketer
Join eMarketer Principal Analyst David Hallerman as he explains how getting through to those interested in a marketer’s pitch demands a blend of the right audience, the right medium and the right message.
4 Strategies To Optimize Your Digital Touchpoints Using Customer DataTinuiti
As digital touchpoints continue to grow, the customer path to purchase grows alongside it. It’s imperative that businesses continue to expand their presence on these various touchpoints. Equally important is a business’s ability to map out its most valuable customers and construct advertising strategies to reach the right people, at the right time.
Don’t Miss Out—Join CPC Strategy & Custora as we dive into different strategies to optimize your search, display, & shopping campaigns.
business analytics and its importance, marketing analytics definition and its importance, how marketing analytics helps to run the organization in effective and efficient manner.
BMC: Fueling Growth in the Enterprise with AI-Powered ABMLattice Engines
Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers.
At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.
Thomson Reuters: Achieving Customer Centricity with AI and the Single Source ...Lattice Engines
Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A leader provider of news and information-based tools for professionals, Thomson Reuters sought to shift their go to market from being a product-centric to a customer-centric approach in order to further distinguish themselves from the competition.
At SiriusDecisions Summit 2019, Thomson Reuters talked about how they empowered their marketing teams with a centralized segmentation platform powered by AI to successfully execute personalized customer journeys at scale.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
Location Infused Insights for Effective Customer RelationshipsIBM
"You are what you like" is a key pattern that provides powerful insights with the help of customer analytics. Using these insights to establish and grow profitable customer relationships can be exponentially higher when using the power of physical location data along with digital and transactional sources. Enticing customers to share their location is only the start for such a marketing initiative. Powerful analytics on data from outside and inside the store activity along with other digital and transactional information, can allow for much richer and actionable marketing campaigns which can be delivered interactively or through traditional marketing efforts. Learn how leading retailers across the globe are quickly discovering the power of location data and are refining their marketing strategy based on such insights in order to drive business growth.
Case study shows how a restaurant chain rediscovered its purpose. By engaging in "voice-of-the customer" analytics, this restaurant was able to identify why their volume was declining and what they needed to do to rectify some shortcomings in their product offering. VOC Analytics uses a proprietary approach for converting textual brand reviews on social media into predictive metrics.
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Learn the fundamentals of marketing analytics. This deck covers the essential analytics for a website, including common KPIs and sample UTM parameters for Google Analytics. Slides from Intelligent.ly class, Marketing Analytics 101, led by Sarah Hodges. This deck reviews:
Email Marketing Metrics
Paid Search Metrics
Social Media / Media Metrics
...and more!
Ecommerce and Brick and Mortar Retail in CanadaFabiana Pereira
- E-com and B&M retail KPIs (Canada & US 2014-2018 est.)
- Extra stats on apparel retail
- Channel preferences and showrooming
- Cross-border shopping trends and consumer sentiment
- Top e-commerce pitfalls and mitigation
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries.
With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
Tag Manager is a free tool from Google that allows marketers to place, test and manage various tags used for measurement, advertising, testing and more. While the tool is primarily used to improve efficiencies for digital marketers, we also explore its primary features, demonstrate sample processes to make the most of Tag Manager, and cover several sample use cases.
The content of this webinar (recorded December 2016) was designed to benefit both novices and others with tag management experience.
Mining Google Analytics for Marketing InsightsKash Dhanda
Google Analytics is used by tens of millions of businesses to improve marketing decisions with data. This presentation explains how to properly set up an account, use the most powerful features, and generate marketing insights.
By watching this presentation, you'll learn:
* Example goals for Branding, Content Marketing, and Lead Generation websites
* Recommended segments any business can use to gain insights on specific members of their audience
* Intelligence events to keep you on top of your website data
* Common setup errors in Google Analytics
* Questions to ask your data, along with step-by-step images detailing how to find the answers
* Analysis best practices
Other topics covered include:
* Why you should use Google Analytics
* What you can do with Google Analytics
* Questions to help determine your web objectives and example objectives which might apply to your business
* Step-by-step instructions to set up goals, segments, and intelligence alerts
* How to quantify the results of your marketing efforts by using financial values
* Tagging tracking URLs for better campaign tracking
Presented by Kash Dhanda, President of Ezra Digital, at the invitation of the SMPS at their #theAECsofMarketing event.
eMarketer Webinar: Reaching the Right Audience—Ad Targeting TrendseMarketer
Join eMarketer Principal Analyst David Hallerman as he explains how getting through to those interested in a marketer’s pitch demands a blend of the right audience, the right medium and the right message.
4 Strategies To Optimize Your Digital Touchpoints Using Customer DataTinuiti
As digital touchpoints continue to grow, the customer path to purchase grows alongside it. It’s imperative that businesses continue to expand their presence on these various touchpoints. Equally important is a business’s ability to map out its most valuable customers and construct advertising strategies to reach the right people, at the right time.
Don’t Miss Out—Join CPC Strategy & Custora as we dive into different strategies to optimize your search, display, & shopping campaigns.
business analytics and its importance, marketing analytics definition and its importance, how marketing analytics helps to run the organization in effective and efficient manner.
BMC: Fueling Growth in the Enterprise with AI-Powered ABMLattice Engines
Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers.
At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.
Thomson Reuters: Achieving Customer Centricity with AI and the Single Source ...Lattice Engines
Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A leader provider of news and information-based tools for professionals, Thomson Reuters sought to shift their go to market from being a product-centric to a customer-centric approach in order to further distinguish themselves from the competition.
At SiriusDecisions Summit 2019, Thomson Reuters talked about how they empowered their marketing teams with a centralized segmentation platform powered by AI to successfully execute personalized customer journeys at scale.
How marketing can report revenue analytics that don’t lieLeanData
There are some nasty blind curves when you need to show how marketing campaigns impact revenue.
Listen to the 30-minute webcast where you’ll learn:
- How to get your company on the path to revenue reporting
- The surprising obstacles that kill great reporting and how to overcome them
- The cost of only taking half-steps to revenue reporting
- Be successful at Account-Based Marketing
Tom Grubb, the Chief Strategy Officer with Digital Pi will discuss with Dan Ziman his insight on how marketing can report revenue analytics that don't lie.
Location Infused Insights for Effective Customer RelationshipsIBM
"You are what you like" is a key pattern that provides powerful insights with the help of customer analytics. Using these insights to establish and grow profitable customer relationships can be exponentially higher when using the power of physical location data along with digital and transactional sources. Enticing customers to share their location is only the start for such a marketing initiative. Powerful analytics on data from outside and inside the store activity along with other digital and transactional information, can allow for much richer and actionable marketing campaigns which can be delivered interactively or through traditional marketing efforts. Learn how leading retailers across the globe are quickly discovering the power of location data and are refining their marketing strategy based on such insights in order to drive business growth.
Case study shows how a restaurant chain rediscovered its purpose. By engaging in "voice-of-the customer" analytics, this restaurant was able to identify why their volume was declining and what they needed to do to rectify some shortcomings in their product offering. VOC Analytics uses a proprietary approach for converting textual brand reviews on social media into predictive metrics.
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
In today’s Smarter Consumer and their use of technology (internet, mobile, and social) all industries are struggling to better serve and be more relevant to their customers and potential customers. When done well, businesses can 1) Improve loyalty and grow ‘share of wallet’, 2), True differentiation and competitive advantage as consumer’s ‘trusted advisor', 3) Margin improvement through optimized marketing spend, inventory, labor, etc., 4) Real intelligence vs. ‘paid for search positioning’ like Google
PROVE YOUR ROI: MAKE SMARTER MARKETING DECISIONS BY TRACKING MARKETING ANALYT...HubSpot
Data, data everywhere and not an ounce of insight? Where do you even begin? What marketing analytics are important to measure, and how can you improve them over time? This session will walk you through the different analytics tools in HubSpot including the Sources Report, Contacts Report, and Companies Report and teach you how to interpret the data to make smarter marketing investments.
Speaker: Getting The Most Out of Google Analytics for Higher EducationChristine Osazuwa
Symposium for the Marketing of Higher Education | Dec 2, 2016
Conducted a 45-minute session during this multi-day conference on marketing & higher education regarding Google Analytics and web site optimization.
Measuring Digital marketing - ROI & KPIsAnkur Garg
My guest lecture at UC Berkeley, discussing the subject of measuring Digital Marketing efforts. The steps included identifying right metrics/KPIs and building campaigns with high ROI metrics.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Big Data 201: Analyzing and Acting on Key Social Media and Digital Metrics Partners Riley
Tips on putting data to work for your business. How to utilize the right tools to help you make real-time decisions to optimize your strategies and understand your success or failure.
Digital Media 1,0,1 to help educate and define the channel, explore spend, define SEM/SEO, display advertising, as well as programmatic, campaign tracking/tagging KPIs, and attribution. Education of cross functional teams and leadership leads to greater understanding of the digital plan and request for funding needed.
Learn how to build and leverage your current customers database in this digital age of disruption, where barriers to play and compete in the marketplace are low.
Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors.
Learn the following:
* Digital Marketing
* Facebook Ads
* Audience Management
* Events trackings through Pixels
* Digital Advertising
* Google Ads
* Google Analytics
* Google Merchant Center
* Google Tag Manager
* Google Search Console
* eCommerce Marketing
According to a recent Forbes report, 89% of business leaders believe analytics will revolutionise business operations. Analytics not only provides marketers with valuable insights but also serves as the driving force behind the effectiveness of digital marketing.
Understanding your customers' behaviour and preferences helps you drive targeted messages across different digital and social platforms, allowing you to communicate with them more effectively.
In collaboration with the Marketing Institute of Singapore (MIS), Singtel invites you to a complimentary workshop on Digital Marketing analytics.
Key Points:
• Learn how analytics enables you to gain insights on your customers so as to develop effective marketing strategies
• Understand how to put together an effective web measurement programme to define and improve marketing ROI
• Acquire skills to better market your products or services to your target audience using the right tools and platforms
overview about digital marketing, tools how to be success on digital marketing, to optimize your strategy in digital marketing, read & learn google analytics data, website optimization, search engine optimization
Capabilities of 'Comprehensive Analysis (newage.)newage.
In this presentation, we describe our own methodology of 'Comprehensive Analysis' of digital media campaigns. This approach to ad campaigns analysis helps our clients to uncover the real ROI of their ad placements, creatives and audiences. Our in-depth analysis helps to get clarity into what is really working and what is not. In this slide deck, we also walk you through some real-life examples of how 'Comprehensive Analysis' worked for the benefit of our clients.
newage. is the digital marketing agency that applies an innovative approach to the online media campaigns analysis. Our proprietary technology of ‘Comprehensive Analysis’ (includes Post View analysis and User ID matching) enables us to get a 360-degree view of the real media effect of your campaigns and feel the gap in understanding of long term effects of media activities.
Marketing in the Moment: Trends and Innovations in Real-Time Omni-Channel Mar...Ensighten
Presented by Dave Chaffey, CEO and Co-Founder, Smart Insights
Better understanding and acting on the holistic customer journey is paramount to success for today’s marketers. Reaching that goal, however, has become increasingly complicated due to an explosion of disparate technologies and fragmented data sources. How can marketers collect and stitch together the customer data they need, and then act upon that information to drive results? Join digital marketing expert Dave Chaffey as he discusses the latest trends, innovations and best practices for driving more timely and relevant interactions across touch points. Dave will discuss the opportunities and challenges for real-time personalization; give examples of what leading brands are doing today; and talk about how more and more brands are turning to the customer data platform (CDP) and other core technologies to accelerate their initiatives.
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
Leverage these privacy-preserving datasets for training and testing AI models without compromising sensitive information. Opendatabay prioritizes transparency by providing detailed metadata, provenance information, and usage guidelines for each dataset, ensuring users have a comprehensive understanding of the data they're working with. By leveraging a powerful combination of distributed ledger technology and rigorous third-party audits Opendatabay ensures the authenticity and reliability of every dataset. Security is at the core of Opendatabay. Marketplace implements stringent security measures, including encryption, access controls, and regular vulnerability assessments, to safeguard your data and protect your privacy.
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
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.”
3. 3
ANALYTICS COMPETENCIES – WHERE DO WE START?
Online Analytics
• Web Analytics
• Behavioral Targeting
• Revenue Attribution
Marketing Analytics
• Optimization
• Forecasting
• Simulations
• Testing
Business Intelligence
• Reporting
• Dashboards
• Visualization
• Alerts
Predictive Analytics
• Data Mining
• Statistical Analysis
• Modeling
• Segmentation
4. ASKING THE RIGHT QUESTIONS
• WHY do marketing analytics matter?
• HOW do we use analytics to show marketing value and
uncover opportunities?
• WHAT tasks are necessary to accurately measure KPIs, goals &
attribution?
5.
6.
7. 7
STEPS TO MANAGING THE CUSTOMER JOURNEY
1. Step back and identify the journeys customers take – from the
customer’s point of view
2. Understand how customers navigate across the touch points
as they move through the journey
3. Anticipate the customer’s needs, expectations, and desires
during each part of the journey
4. Build an understanding of what is working and what is not
5. Set priorities for the most important gaps and opportunities to
improve the journey
6. Identify root-cause issues and redesign the journey for a
better end-to-end experience
11. 11
RIGHT PERSON
Identify your target audience
A buyer persona is a semi-fictional representation of your ideal
customer based on market research and real data about your
existing customers. When creating your buyer persona(s), consider
including customer demographics, behavior patterns, motivations,
and goals. The more detailed you are, the better.
13. 13
RIGHT PLACE
PUBLIC RELATIONS
mediarelations
communityrelations
blogs+ bloggerrelations
whitepapers
webinars
ebooks
case studies
PAID MEDIA
onlinedisplay
radio
print
TV
SEM
leadgeneration
out-of-home
socialmedia
paidsocial
contentdiscovery
SOCIAL MEDIA
Facebook
Twitter
LinkedIn
YouTube
Pinterest
Google+
Instagram
Snapchat
INTRANET
DIRECT MARKETING
directmail
email
in-person/sales
textmessages
pointofsale
EVENTS
externalevents
internalevents
CUSTOMER EXPERIENCE
mobileapps
THE
WEBSITE
where content lives
23. 23
GA COOKIES
A text file which is used to:
• Identify unique users
• Identify unique sessions
• Store information (like traffic source) about users’ GA sessions
and campaigns.
First Party GA Cookies: A GA cookie issued by the website being
visited and only the website which issued the cookie can read it.
Third Party GA Cookies: A GA cookie issued by the website other
than the website being visited.
− Example of third party GA cookies: DoubleClick cookies.
24. 24
CLIENT ID
• A ‘client ID’ is assigned when a user visit a website for the first
time
• Used to identify the user as new and unique, and to combine all
of web hits (page views, events, transactions etc.) to form a GA
session
• Used to identify when a user returns to a website
• When the same user visit another website say website ‘B’, the
GA tag of the website ‘B’ sets a completely different ‘Client ID’
for the user and thus the same user is treated as a different user
by website B
By default, cross domain tracking between two or more primary
domains is not possible
25. 25
DOMAINS AND SUBDOMAINS
• http://website.com
• http://subdomain.website.com
Cookie domain is the domain at which a Google Analytics cookie
is set up
Destination domain is the domain to which you want to pass the
client ID
For cross domain tracking in GA, always make sure that the cookie
domain is the ancestor of the destination domain.
27. 27
SET UP FOR SUCCESS
• UTM = Urchin Tracking Module
− Urchin was a web statistics analysis program acquired by Google in 2005
• http://go.dixonschwabl.com/sm-2017-02-drone-social-media-promote-lp-drone-
landing-
page.html?utm_campaign=drone_services&utm_source=facebook&utm_medium=ds
_social&utm_content=video
28. 28
UTM PARAMETERS
• Campaign Name
− Used for keyword analysis. Use utm_campaign to identify a specific product
promotion or strategic campaign.
− Example: utm_campaign=spring_sale
• Source
− Use utm_source to identify a search engine, newsletter name, or other source.
− Example: google
• Medium
− Use utm_medium to identify a medium such as email or cost-per- click.
− Example: cpc
• Content
− Used for A/B testing and content-targeted ads. Use utm_content to differentiate
ads or links that point to the same URL.
− Examples: logolink or textlink
• Term
− Used for paid search. Use utm_term to note the keywords for this ad.
− Example: running+shoes
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GOOGLE ANALYTICS GOALS
• A set of rules that allows GA to record every time an action is
taken that meets those rules
• Goals can track absolute numbers and dollar values
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GOOGLE ANALYTICS GOALS
• Shopping Cart Completions: Every time a visitor reaches a page
that follows a cart checkout, GA captures that information and
assigns a value to it
• New User Registration: Record when a new users fills out a form
(e.g. signs up for a newsletter)
• Intent to Buy: Track when a user visits key pages such as a
pricing page
• Cross Domain: Capture visits that move from one domain to
another
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PICK THE RIGHT KPI’S
BRAND AWARENESS + BRAND HEALTH CONVERSIONS LOYALTY
Is your content driving early-stage prospects to you?
How do they feel about you?
Is your content turning
prospects into customers?
Is your content driving
retention and upsells?
Paid vs. Organic Search Traffic Repeat Visitors Subscriptions Lifetime Value of Customer
Paid vs. Unbranded Organic
Search Traffic
Social Shares + Likes Leads by Channel Customer Growth
Social Followers Offsite SEO/PR Mentions Cost per Lead by Channel Customer Retention
Organic Search Share of Voice Engaged Time on Site Cost per Opportunity
Page Views Engagement Rate Cost per Deal
Articles Viewed Important People
% of Leads Sourced
by Content Marketing
Competitors’ Share of Voice Content Journeys
Website Traffic
= ROIMetric
= SoftMetric
Source:NewsCred
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ATTRIBUTION MODELS
Last Click Model = 100% of credit goes to the last touch point
First Click Model = 100% of credit goes to the first touch point
Linear Model = Each touch point is weighted with a percentage of
attribution
Position-Based Model = 40% credit is assigned to each the first
and last interaction, and the remaining 20% credit is distributed
evenly to the middle interactions
Time Decay Model = The last touch point receives the most
weight, and each touch point receives less weight as time passes.