Digital Marketing Analytics – Session 3

SECTION 2

ANALYTICS
MATURITY

This graphic is
based on the
Gartner
Analytics
Maturity
Model diagram
by Gartner.
 SECTION 3

MARKETING
TECHNOLOGY
TOOLS

ANALYSTS AND MARKETING

TECHNOLOGY TOOLS
Numerous tools facilitate an analyst’s data
curation, analysis, and optimization.

These marketing technologies do not replace

an analyst.
MARKETING TECHNOLOGY STACK
Should include a section for each tool category:
● owned media
● paid media
● earned media
● tag manager
● data visualization
tag manager: a marketing technology tool that
empowers analysts to rapidly implement tracking
tags, which are bundles of JavaScript or HTML
code that create cookies and pass information
to websites and marketing technologies
IMPLEMENTING TRACKING TAGS
THROUGH A TAG MANAGER
• tracking tags
• triggers
• tag managers
• version control
 MEASUREMENT
MODEL

INTRODUCTION

Each business has a unique measurement model.

A measurement model is a measurement structure consisting
of business objectives, goals, and key performance
indicators.
THINKING THROUGH THE
MEASUREMENT MODEL
Q: How will the business be profitable?
A: Business objectives.

Q: How will the business objectives be

accomplished?
A: Goals.
THINKING THROUGH THE
MEASUREMENT MODEL
Q: How will the goals be measured?
A: Metrics.

Q: What are the most important metrics?

A: KPIs.
A MEASUREMENT MODEL’S ROLE
A measurement model supports an analyst during
all steps of the question, curate, analyze, and
optimize decision-making framework.
 SECTION 1

BUSINESS
OBJECTIVES

BUSINESS OBJECTIVES
AND PURPOSE

Business objectives are outcomes a company wants to

accomplish. They are derived from the business’ purpose and
are high-level articulations of how this purpose will be fulfilled.
BUSINESS OBJECTIVES
Imagine business objectives as rough blueprints.
COMMON BUSINESS OBJECTIVES
Following are business objectives an analyst is
most likely to encounter:
● Build Awareness
● Influence Consideration
● Increase Sales
 SECTION 2

SMART
GOALS

SMART GOAL FRAMEWORK

S pecific: detailed, explicit, and meaningful
M easureable: quantifiable, enabling progress
to be tracked
A chievable: realistic
R elevant: aligned with business objectives
T ime-bound: has a deadline
 SECTION 3

METRICS AND DIMENSIONS

metrics: quantify, count, and measure data,

giving insights into goal progress and success

dimensions: attributes used to describe

and segment metrics
CATEGORIZING DIMENSIONS

Dimensions are properties used to describe

a metric’s who, where, what, and how.

Dimensions are highly specific to different digital

marketing media platforms and marketing
technology tools.
CONSUMER DIMENSIONS
acquisition: provide insight into how a consumer
initially discovered a digital marketing media
platform
audience: provide valuable insights about the
consumers using a digital marketing media platform
behavior: illustrate consumer behavior on digital
marketing media platforms
TECHNOLOGY DIMENSIONS
Technology dimensions provide valuable
insights about the technology that underlies
a digital marketing media platform.

This data can be paired with consumer data

or used independently to inform maintenance
and development.
 SECTION 4

KPIs (KEY PERFORMANCE INDICATORS)

key performance indicators (KPIs): the metrics

that most effectively measure success for specific
business goals; the answer to the question,
“What are the most important metrics?”
vanity metrics: self-serving metrics ineffective
at measuring success of specific business goals
VANITY METRICS
Vanity metrics should not be leveraged as the
barometer of success.

The best way to determine if a metric is a vanity

metric is to ask the question, “Does this metric
directly influence or closely correlate with business
objective success?”
COMMON KPIs
let us identify the common KPIs.

How many can you name?

COMMON VANITY METRICS