Digital Marketing Analytics: In Theory And In Practice

From Kevin Hartman, Director of Analytics at Google, comes an essential scout for anyone seeking to collect, analyze, and visualize data in nowadays ‘s digital universe.

even if you know nothing about digital selling analytics, digital marketing analytics knows plenty about you. It ‘s a fundamental, ineluctable, and permanent cornerstone of modern commercial enterprise that affects the lives

From Kevin Hartman, Director of Analytics at Google, comes an essential guide for anyone seeking to collect, analyze, and visualize data in today ‘s digital worldly concern.

even if you know nothing about digital market analytics, digital market analytics knows enough about you. It ‘s a fundamental, ineluctable, and permanent wave cornerstone of modern business that affects the lives of analytics professionals and consumers in adequate measure. This five-part koran is an try to provide the context, position, and information needed to make analytics accessible to people who understand its reach and relevance and want to learn more.

PART 1 : The Day the Geeks Took OverThe ubiquity of data analytics today is n’t just a merchandise of the past half-century ‘s transformative and rotatory changes in commerce and technology. Humanity has been developing, analyzing, and using data for millennium. Understanding where digital commercialize analytics is now and where it will be in five, 10, or 50 years requires a holistic and historical view of our relationship and interaction with data. Part 1 looks at modern analysts and analytics in the context of its discrete historic epoch, each one containing major inflection points and laying a basis for future advancements in the ART + SCIENCE that is modern data analytics.

PART 2 : Consumer/Brand RelationshipsThe methods that brands practice to build relationships with consumers – on-line video recording, search, display ads, and social media – give analysts a wealth of data about behaviors on these platforms. Knowing how to assess successful consumer/brand relationships and understanding a consumer ‘s leverage travel requires a useable framework for parsing this data. In Part 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights.

PART 3 : The Science of AnalyticsPart 3 focuses on sympathize digital data initiation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work efficaciously with data. While the contents are lightly technical, this section veers into the colloquial as we dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct market measurement nowadays. Part 3 besides provides a utilitarian model for evaluating data analysis and visual image tools and explains the critical importance of digital market maturity to analysts and the companies for which they work.

PART 4 : The Art of AnalyticsEvery analyst dreams of coming up with the “ big estimate ” – the game-changing and previously unobserved insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming wo n’t get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the record, I detail the four elements of the Marketing Analytics Process ( MAP ) : design, collect, analyze, report. Part 4 besides explains the role of the analyst, the six mutually exclusive and jointly exhaustive ( “ MECE ” ) marketing objectives, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.

PART 5 : Storytelling with DataIn Part 5, we dive headlong into the most authoritative expression of digital market analytics : transforming the datum the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of thoroughly visuals and the minutia of chart design and provide a five-step summons for analysts to follow when they ‘re on their feet and presenting to an audience.


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