A look at how data is used in digital marketing. What data is available on each channel and where you should focus to understand your success and challenges.

1. DIGITAL MARKETING DATA
Focussing on what matters
Simon Kingsnorth
Author, Digital Marketing Strategy

2. Simon Kingsnorth, author of Digital Marketing Strategy and contributing author to other titles
Web
There’s just too much choice!
• What is the story you’re trying to understand?
• Traffic: Views, visits, visitors and hits
• Behaviours: Demographics, paths, devices, upstream and downstream
• Engagement: Time on site, bounce rate
• Promotion: Sources, keywords, attribution
• Action: Clicks, Goals, CTR, Leads, Sales, Funnels
• Tools: Adobe, Google, Hitwise
Know what
you want to
know

3. Simon Kingsnorth, author of Digital Marketing Strategy and contributing author to other titles
Video
They say over 50% of the world’s data is now video - It’s never
been more important to understand
• What is the story you’re trying to understand?
• Awareness: Impressions, viewers, recall, awareness metrics
• Consideration: Watch time, consideration metrics, viewthrough (VTR)
• Action: Clicks, Goals, CTR, Leads, Sales
• Tools: Website, YouTube, Qumu
70% by next
year

4. Simon Kingsnorth, author of Digital Marketing Strategy and contributing author to other titles
Social
Beware the vanity metric
• What is the story you’re trying to understand?
• Awareness: Reach, Impressions
• Engagement: Engagement (Likes, Shares, Mentions, Comments)
• Growth: Followers
• Action: Traffic, Clicks, Goals, CTR, Leads, Sales
• Listen
• Tools: Sprout, Salesforce, Brandwatch, Klout
Be authentic

5. Simon Kingsnorth, author of Digital Marketing Strategy and contributing author to other titles
SEO
The oldest, most dynamic and most often misunderstood digital
channel is central to everything
• What is the story you’re trying to understand?
• Internal: Limited ranking
• Real thing: Visibility
• Action: Traffic, Goals, CTR, Leads, Sales
• Health: Link quality, Webmaster tools, Broken links, Speed, Code
• Tools: Searchmetrics, Moz, Webmaster tools, Cognitive…
Mobilegeddon

6. Simon Kingsnorth, author of Digital Marketing Strategy and contributing author to other titles
Content
Content is king, queen, prince and the whole family wrapped into
one
• What is the story you’re trying to understand?
• Engagement: Time, sharing, likes, comments, downloads, views
• Strategy: Themes, titles, categories
• Email: Open rate, Click rate
• Action: Traffic, Goals, CTR, Leads, Sales
• Tools: Idio, Curata…. Too many to list
Strategy, not
just content

7. External data
Simon Kingsnorth, author of Digital Marketing Strategy and contributing author to other titles
Knowledge is power so gain as much as you can
• What is the story you’re trying to understand?
• Consumers: ONS
• Internet usage: www.itu.int/ITU-D/ict/statistics
• Ad spend: IAB
• Social: globalwebindex.net
• Generic: Econsultancy, Hubspot