Digital Marketing Analytics – Session 5

DATA
COLLECTION
MAIN CATEGORIES OF DATA SOURCES

● business ● log files

(operational) data ● IP addresses
● public data ● cookies
● data broker ● tracking tags
● digital marketing
media data
 METRICS AND
DIMENSIONS

primary data: business data; data the business

owns

data broker: compiles private and public source

data such as census data, change of address
records, motor vehicle data, and credit data
log file: created each time a user interacts
with a website

internet protocol (IP) address: a series

of numbers that uniquely identifies a device
(computer, tablet, or mobile device)
cookie: a small file that a website sends to a user’s
browser to monitor and remember user information
OWNED, PAID,
AND EARNED
MEDIA
OWNED, PAID, AND EARNED MEDIA

Owned media versus paid media versus

earned media is analogous to owning, renting,
or consigning retail space, respectively.

Owning provides complete decision-making control,

renting comes with restrictions, and consigning
allocates control to the consignment space owner.
OWNED MEDIA

Owned media is a category of digital marketing

media that includes all the media fully controlled
by a business.
OWNED MEDIA

Examples:
● website ● Twitter account
● organic search ● Instagram account
● mobile app ● TikTok account
● email ● other owned social
● video accounts
● Facebook page
PAID MEDIA

Paid media is a category of digital marketing

media that includes all the platforms that enable
paid digital marketing.
PAID MEDIA

Examples:
● search ad platform
● display ad platform
● paid social platform
● affiliate and Influencers
● ecommerce platform
EARNED MEDIA

Earned media is a category of digital marketing

media that includes all the media owned and
controlled by third parties that do not accept
payment to influence visibility.
EARNED MEDIA

Examples:
● social listening ● external links
● digital public ● reviews and ratings
relations
 DATA
QUALITY
DATA QUALITY

Scrutinize data for these types of errors:

• measurement error
• data entry error
• data integration error
• calculation error
data cleaning: the process of manually fixing data
that is incorrect, partial, or errored
CONNECTING
DATA
SOURCES
EXAMPLE OF CONNECTING DATA
SOURCES

Joining paid search data with customer purchases

● More influential results than by independently

evaluating paid search data to determine
optimizations to increase clicks
data key: a field used to connect data across
multiple tables and data sources

Plays a critical role in relational databases

because it not only connects data but also
uniquely identifies each record
CONNECTING DATA SOURCES

By leveraging data keys and metadata,

data sources can be integrated (connected).

To manually connect data, analysts commonly

use structured query language (SQL).
CONNECTING DATA SOURCES

When connecting data sources within marketing

technology tools, analysts customarily use
application programing interfaces (APIs).