The document discusses the role of web analytics in shaping effective marketing strategies and emphasizes the importance of understanding customer needs to achieve organizational goals. It outlines the necessity for measurable marketing programs that align with business objectives and highlights the evolution of consumer behavior and the need for marketers to adapt. Key points include the significance of user personas, the mapping of customer decision-making processes, and the distinction between data-driven and data-influenced strategies.

1. Jim D’Orazio
j.dorazio@csuohio.edu
@jimdorazio

2. 1. Put some context around the discussion
about web analytics and to discuss how it
fits into your marketing strategy.
2. Get some feedback about how I’m
preparing students for careers in digital
marketing. Be honest.
3. Thank Jenni.
4. Thank Fathom.

3.  Data analytics is just one of many tools.
 Those tools are used to “build” effective
strategies and to implement efficient tactics
that allow businesses achieve their business
goals.
 Key to success? Find the right combination of
tools needed to build a successful marketing
strategy.
 Marketers herd mentality.
 The carpenter’s nail gun.

4.  The Marketing Concept: Achieve
organizational goals by fulfilling the wants and
needs of customers.
 Position the brand to differentiate and to
create a sustainable competitive advantage.
 Create, communicate and deliver value. And
value is defined by the customer.
 We want customers to think, feel and act a
certain way.
How can analytics help us meet these
responsibilities?

5.  Understand the business goals for your
organization.
 Design marketing strategies that help achieve
those goals.
 Your marketing programs have to be
measurable and in ways that make sense to
the C suite. (To justify your budget, your
effectiveness and your worth.)
 Social media engagement is up 3%. Engaged
customers spend 10% more than those not
engaged.

6.  Macro-conversions = the big win. Difficult to
measure impact of any single program or
tactic.
 Attribution models need to be built but we’re
not ready.
 Micro-conversions = small steps taken
towards successful outcomes.
 Charting the road map customers/prospects
are taking. That path is defined and followed
by your customers.
 Understand your customer and how they
think, how they feel and how they act.
 Map the consumer decision making process.

7.  It’s gone. Pushing prospects down a funnel like
cattle through a chute is no longer a reality.
 My big concern? We want data to tell us how to
herd our clients.

8.  User Personas:
◦ What problem/challenge is the user facing?
◦ What are their goals?
◦ What platforms are they using?
◦ What questions are they asking?
◦ How do they make decisions?
◦ Most importantly how can you help?
 This forces you to think of conversion points
through the eyes of your customers and not
define those points internally.
 Use cases. Scenarios used for usability testing or
wire framing also help you identify what info is
needed by the customer and what
actions/decisions they want/need to make.

9.  Establish a baseline. Trends matter.
 Test. Not just tactics but also test the
questions you ask.
 Data is historical. Is it predictive? The only
constant is change. In the organization. In
the industry. In the macro-environment.
 Data driven vs. data influenced.