An Introduction to Machine Learning. Boca Raton, FL: CRC Press, 1984.
Hartman, Kevin. Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.
Coursera, n.d. https://www.coursera.org/learn/marketing-analytics/home/info.
Hartman, Kevin. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.
Coursera, n.d. https://www.coursera.org/learn/digital-analytics/home/info.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 15th ed. Upper Saddle River, NJ:
Prent
A lecture in digital analytics at Aalto University. The lecture is a part of a module in Information Technology Program (ITP).
Summer 2015, Helsinki
--
Dr. Joni Salminen is a lecturer in digital marketing. Besides online marketing, his interests include startups and web platforms. Contact: joolsa@utu.fi
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
A lecture in digital analytics at Aalto University. The lecture is a part of a module in Information Technology Program (ITP).
Summer 2015, Helsinki
--
Dr. Joni Salminen is a lecturer in digital marketing. Besides online marketing, his interests include startups and web platforms. Contact: joolsa@utu.fi
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
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Topics covered in MyLivPro's Digital Marketing tutorial:
What is Digital Marketing?
Framework of Digital Marketing
Digital Marketing Strategy
Market Research
Content Marketing Strategy
User Experience Design
Web Development and Design
Writing for Digital
Customer Relationship Management
Search Engine Optimization
Search Advertising
Online Advertising
Affiliate Marketing
Video Marketing
Social Media Channels
Social Media Strategy
Email Marketing
Mobile Marketing
Data Analytics
Conversion Optimization
You can also watch our video tutorial on youtube.
https://www.youtube.com/channel/UC3oqg3jYaT0eP6v_JJvudSA
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
Learn The Basics of Influencer Marketing.
Summary:
1) What Influencer Marketing Is
2) What works in Influencer Marketing
3) What Influencer Marketing is Not
4) What doesn't work in Influencer Marketing
5) One Simple Rule: Influencer Marketing is Marketing to Influencers
6) An Influencer Marketing Campaign: A Case Study
This content originally appeared on: https://influencermarketinghub.com/what-is-influencer-marketing/
The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience.
The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY)
Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.
steps included in the analytics process
why marketing analysis.
advantages of marketing analytics
the framework of marketing analytics
future of marketing analytics,
how analytics helped amazon small case study.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
Topics covered in MyLivPro's Digital Marketing tutorial:
What is Digital Marketing?
Framework of Digital Marketing
Digital Marketing Strategy
Market Research
Content Marketing Strategy
User Experience Design
Web Development and Design
Writing for Digital
Customer Relationship Management
Search Engine Optimization
Search Advertising
Online Advertising
Affiliate Marketing
Video Marketing
Social Media Channels
Social Media Strategy
Email Marketing
Mobile Marketing
Data Analytics
Conversion Optimization
You can also watch our video tutorial on youtube.
https://www.youtube.com/channel/UC3oqg3jYaT0eP6v_JJvudSA
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
Learn The Basics of Influencer Marketing.
Summary:
1) What Influencer Marketing Is
2) What works in Influencer Marketing
3) What Influencer Marketing is Not
4) What doesn't work in Influencer Marketing
5) One Simple Rule: Influencer Marketing is Marketing to Influencers
6) An Influencer Marketing Campaign: A Case Study
This content originally appeared on: https://influencermarketinghub.com/what-is-influencer-marketing/
The story of how social crm and technology can leverage social network activity, customer advocacy and mobile connectivity to deliver a better contextual e-commerce experience.
The movie on slide 67 is about Adidas Adiverse Virtual Footwear Wall (http://bit.ly/1guUQ4p) and on slide 72 is Control Group/Titan: Reinventing Payphones With NYC I/O (http://bit.ly/19bqDmY)
Keynote for the Social Media Day Academy's Social Retailing congress on Sept.17, 2013 at LeadFabric.
Digital Marketing in Canada, an IntroductionAlex Rascanu
Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation: http://www.alexrascanu.com/digital-marketing-canada-introduction
social media strategy - Business & IP Centre.pptxSimone Castello
A talk delivered to entrepreneurs as part of a grant programme. Find out more here: https://www.cambridgeshire.gov.uk/residents/libraries-leisure-culture/business-intellectual-property-centre-cambridgeshire
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
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
Title: Social Media Intelligence 101 by Joseph Latteri
タイトル:ソーシャルメディアインテリジェンスの現状
💡Description:
The amount of information published online keeps increasing every day, while PR and Marketing professionals have limited time to find relevant content. We now live in an age where nothing happens in the real world without leaving a mark online. Learn about how companies have shifted the way they utilise & invest in the social & news media landscape. From fan marketing, product development, and crisis management, the presentation will introduce best practices and real-life examples by companies in Japan that are innovating the way they gain insight from the outside world to make better business decisions.
💡イベント概要
ネット上で公開される情報量は日々増え続け、広報・マーケティング担当者は、限られた時間の中で自社に必要な情報収集を求められています。 わたし達が生きる現代では、日常のあらゆる出来事において、ネット上に何かしらの痕跡が残されることは不可避です。
この10年間で日本企業がソーシャルメディア&ニュースをどのように活用し、投資しているのか、Joseph Latteri氏がご案内します。ファンマーケティングから商品開発、危機管理まで、オンライン上のインサイトを活用し、データに基づいた意思決定を実践している日本企業のベストプラクティスをご紹介します。
Skyword Digital Agency of the Future Full ReportSkyword Inc.
The Agency of the Future Report is based on interviews with leading digital agencies. Download the report for access to insights from 15 top digital agencies, and get access to information about the tremendous service delivery and business innovation taking place.
We asked interviewees for their take on the disruptive forces affecting digital marketers today. They told us in their own words about the specific challenges they face. Above all, they told us how these challenges are being addressed and overcome.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
• Identify the focal point for measuring social media activity
• Align strategic measurement with business objectives
• Create Key Performance Indicators for social media measurement
• Recognize metrics that offer insight into your customers' social activity
• Use a framework for truly understanding social media marketing
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
Madison Park Group (MPG) actively tracks the broader MarTech landscape and has dedicated significant attention to the Content & Experience, Social & Relationships and Data ecosystems.
Similar to The Roles of Analytics in Digital Marketing (20)
Introducing Marketing Research. Showing the use of Marketing Research in business models and frameworks. Describing a typical Marketing Research process.
Leap Concept Navigator Express. A quick, simple, agile, and very affordable marketing research solution to evaluate the potential of your new positioning concept to generate trials.
Leap TVC Connector Express. A quick, simple, agile, and very affordable marketing research solution to evaluate the potential of your new television commercial to boost the purchase interest towards your brand.
Garis besar alur kerja yang biasanya dilalui oleh para peneliti di bidang riset pemasaran kuantitatif. Alur kerja dirangkum berdasarkan pengalaman pribadi penulis di bidang riset pemasaran kuantitatif di perusahan riset pemasaran global sejak tahun 2001.
A National Survey of Corruption in Indonesia: Final ReportT.S. Lim
A publication by The Partnership for Governance Reform in Indonesia (December 2001).
The final report was prepared by Ms. Merly Khouw (Consultant to the Partnership) and Mr. T.S. Lim (Insight Market Research).
The shared views of PACT Agencies on the fundamental principles underlying a good copy testing system.
Reference: "PACT: Positioning Advertising Copy Testing." Journal of Advertising 11, no. 4 (1982): 3-29. doi:10.1080/00913367.1982.10672818.
Indonesia Market Research Turnover 2012 – 2016T.S. Lim
A short analysis of Indonesia market research turnover trends 2012-2016. Data come from "Global Market Research 2017: An ESOMAR Industry Report", published by ESOMAR (2017).
By Professor Byron Sharp, Professor Magda Nenycz-Thiel, James Martin, Zac Anesbury & Professor Bruce
McColl.
Ehrenberg-Bass Institute releases its latest report; study claims big brands are not dying.
Ipsos MORI Thinks: Millennial Myths and RealitiesT.S. Lim
A major new Ipsos MORI report into Millennials reveals the truth about the “most derided generation”.
https://www.ipsos.com/ipsos-mori/en-uk/millennial-myths-and-realities
Leap Research: Your Trusted Research PartnerT.S. Lim
We're market research consultants providing Quantitative and Qualitative market research full services.
We strive in providing our partners the peace-of-mind that their market research projects are being well taken-care-of in our capable hands.
We adopt a hands-on approach by senior management on every single project, coupled with a rigorous quality control procedure, to ensure a smooth operation of each project resulting in good quality and trustworthy data for solid decision making.
When you entrust your market research projects with us, rest assured that they’ll be in our capable hands so that you can sleep well with no worry.
Indonesia Market Research Turnover 2011 – 2015T.S. Lim
A short analysis of Indonesia market research turnover trends 2011-2015. Data come from "Global Market Research 2016: An ESOMAR Industry Report", published by ESOMAR (2016).
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
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
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/
3. A print ad at Kompas
newspaper (October 12, 2018)
Questions:
1. How effective is this print
ad to drive sales?
2. How effective is this print
ad to drive sales at JD.id?
5. Approved July 2013 by the American Marketing Association Board of Directors. https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.
6. Select a
target
market
Discover
the needs
of the
target
market
Set a price
for the
product
Advertise
the product
to
consumers
Make the
product
available to
consumers
The 4Ps by Prof. Edmund Jerome McCarthy (1960). https://en.wikipedia.org/wiki/E._Jerome_McCarthy
Product Price Promotion Place
7. Today’s shoppers bounce back and forth at
their own speed in a multi-channel
marketplace. They switch devices to suit their
needs at any given moment. They search; go
off to look at reviews, ratings, styles and
prices; and then search again. They see ads
on TV and in newspapers and online. They
walk into local stores to look at products.
They talk to friends, over the back fence and
on social media. (ZMOT Handbook, 2012)Adapted from Edelman and Singer (2015)
Zero Moment of Truth
8. Accessed October 12, 2018. http://lexicon.ft.com/Term?term=digital-marketing
The marketing of products or services
using digital channels to reach consumers.
The key objective is to promote brands
through various forms of digital media.
9. Accessed October 12, 2018. http://lexicon.ft.com/Term?term=digital-marketing
Digital marketing extends beyond internet
marketing to include channels that do not
require the use of the internet. It includes
mobile phones (both SMS and MMS), social
media marketing, display advertising, search
engine marketing, and any other form of digital
media.
11. Better Segmentation
Can target a local audience based on location analytics
Can target a specific demographic profile
Better Measurability
Data and results are easily recorded and tracked
Several metrics can be calculated easily
Two-Way Conversation
Your audience can interact with you in real time
Can create a reputation for being easy to engage with
Real Time Results
You can get the data immediately
Can facilitate a faster decision
Icons made by Freepik from www.flaticon.com
12. Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info and Wilson (2017)
Icons made by Freepik from www.flaticon.com
Search
Put brands where
consumers are
looking
Display
Intercept
consumers on
a journey
Video
Give brands the
opportunity to
engage
Social
Media
Connect brands
to consumers at
key moments
Email &
Messaging
Reach target
consumers in a
very personal way
13. Common Language in Marketing Project, 2016. Accessed October 12, 2018. http://marketing-dictionary.org/m/marketing-analytics/
Marketing analytics involves the
discovery and communication of
meaningful patterns in data from
metrics like traffic, leads, sales,
advertising, promotions, web activity,
social media, and any other relevant
marketing activity or financial data.
14. Marketing analytics can be defined by their use of
mathematical distributions, statistical sources, or
analytical techniques (e.g., regression) for their
construction. These analytical techniques may represent
the causal relationships among various conditions and
actions taken to achieve specific business results, and are
often used to inform future marketing actions.
Common Language in Marketing Project, 2016. Accessed October 12, 2018. http://marketing-dictionary.org/m/marketing-analytics/
15. Source: Hartman, Kevin. n.d. "Digital Analytics for Marketing Professionals: Marketing Analytics in Practice." Accessed September 2018. https://www.coursera.org/learn/digital-analytics/home/info.
16. Build
Awareness
Influence
Consideration
Improve Sales
Process
Improve Brand
Performance
Grow Loyalty
Source: Hartman, Kevin. n.d. "Digital Analytics for Marketing Professionals: Marketing Analytics in Practice." Accessed September 2018. https://www.coursera.org/learn/digital-analytics/home/info.
Do consumers recall and
recognize my brand?
Do my products satisfy
consumers’ needs?
Do my brands win at
places of purchase?
Do the experiences I deliver
fulfill customer expectations?
Do consumers advocate
for my brand?
17. Searchmetricsmeasure
paidcampaignefficiency
• Click-Through
Rate
• Macro
Conversion Rate
• Cost Per
Acquisition Displaymetricsmeasure
thechannel’seffectiveness
• Click-Through
Rate
• Macro
Conversion Rate
• Cost Per
Acquisition
• Events / Visit
Videometricsmustalign
withbusinessobjectives
• Video Views
• Play Through
Rate
• Engagement
Rate
Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info
Icons made by Freepik from www.flaticon.com
18. Socialmetricsmeasurethe
program’seffectiveness
• Audience
Growth
• Amplification
Rate
• Applause Rate
• Micro
Conversion Rate Emailmetricsmeasure
thechannel’seffectiveness
• Delivery Rate
• Open Rate
• Click Rate
• Unsubscribe
Rate
• Spam Complaint
Rate
Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info and Wilson (2017)
Icons made by Freepik from www.flaticon.com
19. Channels Metrics Definition
Search
Click-Through Rate
The average number of click-throughs per hundred ad impressions,
expressed as a percentage
Macro Conversion Rate Simply number of sales divided by the number of visitor sessions
Cost Per Acquisition The cost associated with acquiring a new customer
Display
Click-Through Rate
The average number of click-throughs per hundred ad impressions,
expressed as a percentage
Macro Conversion Rate Simply number of sales divided by the number of visitor sessions
Cost Per Acquisition The cost associated with acquiring a new customer
Events / Visit Average number of pre-defined actions completed during a session
Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info
20. Channels Metrics Definition
Video
Video Views
Full-length (“complete”) and partial (“incomplete”) views of the posted
video
Play Through Rate
The number of viewers who watch the video to completion, expressed
as a percentage
Engagement Rate
The number of viewers who participate with the video by taking some
defined action (e.g., shared video, left a comment, “liked” or favorited,
etc.), expressed as a percentage
Social
Audience Growth
Increase in the number of people following or liking digital content over
time
Amplification Rate
Rate at which your followers take your content and share it through
their network
Applause Rate
Rate at which your followers attach special recognition to your post
(e.g., Likes, +1’s, Favorites, etc.)
Micro Conversion Rate
Number of predefined goals achieved divided by the number of visitor
sessions
Hartman, Kevin. n.d. “Digital Analytics for Marketing Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info
21. Channels Metrics Definition
Email
Delivery Rate
The percentage of people who actually received your email divided by
the total emails sent
Open Rate
The percentage of people who opened the email you sent divided by
the number of people who were delivered
Click Rate
The percentage of people who clicked on something in your email
divided by the number of people who were delivered
Unsubscribe Rate
The percentage of people in your subscriber list who unsubscribed from
your email list divided by the number of people in your list
SPAM Complaint Rate
The percentage of people in your subscriber list who clicked the SPAM
button on their email service provider divided by the number of people
in your list
Wilson (2017)
22. Adapted from https://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ and Hartman, Kevin. n.d. “Digital Analytics for Marketing
Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info
Clickstream Analysis
Analysis of the parts of the
screen a computer user clicks
on while web browsing or
using another software
application
Google Analytics
Yahoo! Web Analytics
Matomo
Feedburner
Delivr
Google Webmaster Tools
Bing Webmaster Tools
Voice of Customer
Market research to understand
customers’ needs & wants,
perception, opinion,
satisfaction
Google Surveys
SurveyMonkey
Qualtrics
4Q by iPerceptions
Qualaroo
UserTesting.com
Loop11.com
Bounce
Competitive Intelligence
Action of defining, gathering,
analyzing, and distributing
intelligence about products,
customers, competitors, and
any aspect of the environment
needed to support executives
and managers making strategic
decisions for an organization
Google Trends
Google Correlate
Compete
AdWords Keyword Tool
23. Experimentation /
Testing
Orderly procedure carried out
with the goal of verifying,
refuting, or establishing the
validity of a hypothesis
Google Website Optimizer
AdWords Campaign
Experiments
Optimizely
Other Analytics
Think with Google
Sprout Social
Lithium
AnalyzeWords
Twitter Analytics
Tweet Binder
Outcomes Analysis
Analysis of the factors and
experiences associated with
some business outcome
DialogTech
LivePerson
Adapted from https://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ and Hartman, Kevin. n.d. “Digital Analytics for Marketing
Professionals: Marketing Analytics in Theory.” Accessed September 2018. https://www.coursera.org/learn/marketing-analytics/home/info
24. Open Source
R
https://cran.r-project.org
Microsoft R Open
https://mran.revolutionanal
ytics.com
Commercial
SAS® Enterprise Miner™
https://www.sas.com/en_id
/software/enterprise-
miner.html
IBM SPSS Modeler
https://www.ibm.com/id-
en/marketplace/spss-
modeler
Stata
https://www.stata.com
25. Online advertising allows advertisers to bid and pay
only for measurable user responses, such as clicks on
ads. Consequently, click prediction systems are central
to most online advertising systems.
At Facebook, ads are not associated with a query, but
instead specify demographic and interest targeting.
Thus, the volume of ads that are eligible to be
displayed when a user visits Facebook can be larger
than for sponsored search.
With over 750 million daily active users and over 1
million active advertisers, predicting clicks on
Facebook ads is a challenging machine learning task.
The authors introduced a hybrid model which
combines decision trees with logistic regression,
outperforming either of these methods on its own by
over 3%, an improvement with significant impact to
the overall system performance.
Source: He et al. (2014)
Icons made by Freepik from www.flaticon.com
26. Source: https://www.nytimes.com/2014/12/08/business/media/hollywood-tracks-social-media-chatter-to-target-hit-films.html
PreAct essentially takes information continuously
from Twitter, YouTube, Tumblr, Facebook,
Instagram, movie blogs and other sites.
It provides coming movies with scores in various
categories based on the size of the online
conversation and how much of it is positive or
negative.
It also tracks how much activity is organic and how
much is the result of specific studio efforts.
Since PreAct has already collected information for
roughly 500 movies, it can generate scores for new
films by making comparisons against existing ones.
Subscribers have access to scores for any movie
headed toward theaters enabling them to
understand the health of competing releases.
Icons made by Freepik from www.flaticon.com
27. Note: RealityMine is already GDPR compliant
RealityMeter enables
the tracking of real
consumers on
multiple devices,
across all major
platforms, providing a
holistic view of
consumers’ daily lives.
All this from a single
source — an
individual person.
Icons made by Freepik from www.flaticon.com
28. Sentiment &
Digital Health
Index
Filter and monitor the
sentiment of the
conversation and showing
the score of some digital
index
Audience Analysis
Knowing 'who' talking
'what' and how big the
impact, including the
audience of your
competitors
Buzzer Tracking &
Monitoring
Monitoring your Buzzer/
KOLs target delivery and
their metrics performance
Alert System
Get an automatic alert
notification towards email
and SMS based on your pre-
defined threshold
Icons made by Freepik from www.flaticon.com
29. Source: https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise
In a recent Harvard Business Review article (May 30, 2018), Carl F. Mela and Christine
Moorman discussed why marketing analytics hasn’t lived up to its promise.
The data used
in analytics
The analyst
talent
producing it
Two
competing
forces at play
✓ Understand the business well
✓ Master the available tools
✓ Communicate insights
✓ Span skill boundaries
✓ Decide what to do first, and then
which data needed to do it
✓ Create an integrated 360-degree
view of the customers
33. Articles
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Edelman, David C., and Marc Singer. “Competing on Customer Journeys.” Harvard Business Review, November 2015,
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He, Xinran, Stuart Bowers, Joaquin Quiñonero Candela, Junfeng Pan, Ou Jin, Tianbing Xu, Bo Liu, Tao Xu, Yanxin Shi,
Antoine Atallah, and Ralf Herbrich. “Practical Lessons from Predicting Clicks on Ads at Facebook.” Proceedings of 20th
ACM SIGKDD Conference on Knowledge Discovery and Data Mining - ADKDD14, 2014, 1-9.
https://research.fb.com/publications/practical-lessons-from-predicting-clicks-on-ads-at-facebook/.
Mela, Carl F., and Christine Moorman. "Why Marketing Analytics Hasn’t Lived Up to Its Promise." Harvard Business
Review, May 30, 2018. https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise.
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35. Books
Kish, Leslie. Statistical Design for Research. New York, NY: Wiley, 2004.
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Sherman, Alex, and Mike Sherman. 52 Things We Wish Someone Had Told Us About Customer Analytics. Amazon
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