Day of Shawn's digital and social analytics class at Georgia Tech

1. Social & Digital
Analytics

2. Credentials
Places That Educated Me
Places That Hired MeExperience
• Director of Analytics
• 10 yrs. of experience in the digital
analytics field
• Exclusively worked in the digital analytics
space
• Agency & Corporate Experience
• Digital Analytics Blogger
shawn-mcgahee.com

3. Experience

5. What is Digital
Marketing Analytics?

6. Digital analytics is the analysis of qualitative and
quantitative data from your business and the
competition to drive a continual improvement of the
online experience that your customers and potential
customers have which translates to your desired
outcomes (both online and offline)
- Avinash Kaushik author of Web Analytics 2.0

7. Facebook
Twitter
LinkedIn
Website
Loyalty Programs
Email
Mobile Apps
Digital Video
Media
Search
Instagram
Snapchat
Tumblr

8. Facebook
Paid Impressions
Organic impressions
Followers
Paid Favorites
Paid Replies
Paid Retweets
Mentions
Views
Clicks
Engagement Rate
Organic Favorites
Organic Replies
Organic Retweets
Visits
Unique Visitors
Page Views
Bounce Rate
Entrances
Exits
Revenue
Goal
Conversion Rate
Time Spent
Page Views per Visits
Visit Frequency
Return Visits
Subscribers
LTV
Revenue
Usage
Frequency
Subscribers
Delivered
Open
Clicks
CTR
Open Rate
Unsubscribes
Unsubscribe Rate
Subscribers
LTV
Revenue
Usage
Frequency
Views
Shares
% Completion
Likes
Comments
Shares
Embedded Views
Impressions
Clicks
CTR
Conversion
Conversion Rate
Impressions
Clicks
CTR
Conversion
Conversion Rate
Keyword Rank
Views
Favorites
Comments
Followers
Impressions
Reach
Reblogs
Hears
Replies
Paid Impressions
Organic impressions
Followers
Follower Growth Rate
Paid Likes
Paid Comments
Mentions
Views
Clicks
Engagement Rate
Paid Impressions
Organic impressions
Followers
Paid Likes
Paid Comments
Paid Interactions
Clicks
Engagement Rate
Organic Likes
Organic Comments
Organic Interactions

9. Fundamental Marketing Questions
Who should we target?
Are we driving
awareness?
What is our customer’s
satisfaction?
What content does our
audience like?
Where should we spend
our money?
What’s the ROI?
How should we market
in the future?

10. What Will This Class
Cover?

11. This course covers every aspect of digital marketing and business operations
including the following topics:
Mastering the digital analytics and strategy practice provides both a
competitive advantage and a foundation for the future.
Social Search
Site Email
Paid
Media

12. For each digital topic we will cover:
Metric Definitions
Real World Examples
Analytics Techniques
Recap of Topic

13. Syllabus
Review

14. For the next class:
1. Read Chapter 1 in DIGITAL MARKETING ANALYTICS (DMA) BY CHUCK HEMANN & KEN
BURBARY
2. Watch this video
https://www.youtube.com/watch?v=_PWqIMQux-g