Digital Marketing

Digital Analytics

Digital analytics refers to the process of measuring, analyzing, and interpreting data from
various digital channels and platforms, such as websites, mobile apps, and social media. This
data is used to understand user behavior, measure the effectiveness of digital marketing
campaigns, and make data-driven decisions to improve the overall performance of digital
properties. Digital analytics tools include Google Analytics, Adobe Analytics, and others.

Additionally, digital analytics can help organizations track key performance indicators (KPIs)
such as website traffic, bounce rates, conversion rates, and revenue, which can be used to
measure the ROI of their digital marketing efforts.

Overall digital analytics is a powerful tool that can help organizations make better decisions
and improve their bottom line.

Web analytics

WA is a process of measuring, analyzing and interpreting data collected from the website to
comprehend user behavior on websites.

Some common indicators used in web analytics are:

 Gross quantity of visitors (Traffic Quantum)

 Unique visitors
 The route: from where the traffic is coming- not just the geographies are
important, but the search route is also important
 What are the trending term on the website-what users come for/searching for
on your website-can there be meaningful segments
 Average, max and min time spent of the website
 No. of pages surfed- beyond the main page/landing page
 Which links are attracting most second clicks beyond the homepage
 Bounce rate

Why WA
 • Find out who your target audience is

• Increase brand awareness and advocacy

• Drive website traffic

• Discover which areas of your site are causing high bounce rates

• Increase lead generation and nurturing

• Improve customer retention

• Enhance upselling

• Increase sales

Impressions - Impressions refer to the number of times a piece of content, such as an

advertisement or a post on social media, is displayed to users. In digital advertising, an
impression is counted each time an ad is loaded and displayed on a webpage or within an
app. In the case of social media, an impression is counted each time a post is displayed on a
user's feed, whether or not the user actually clicks on or views the post. Impressions are
considered a key metric in measuring the reach and visibility of a digital marketing campaign
or a social media presence. It is important to note that Impressions does not necessarily
mean that the user has seen the ad or the post, it only means that it was delivered and could
have been seen.

Concepts of Web analytics –

• 1. Dimensions and metrics. Dimensions describe data, whereas metrics measure data.
E.g. users is a dimension, and its measurement metric is the number of logged-in
users. Studying both is what creates insight

• 2. Cookies - Cookies are small text files that are stored on a user's device by a website
or an app. They are used to remember user preferences, login information, and
 browsing history. When a user visits a website, the website can use the information
stored in the cookie to personalize the user's experience, such as by remembering
their preferred language or login information.

• Cookies can also be used for tracking the user's browsing behavior on the website,
such as the pages they visit, the items they add to their shopping cart, and the links
they click on. This information can be used to personalize the user's experience and
to serve targeted advertising.

• There are two types of cookies, session cookies and persistent cookies. Session
cookies are temporary and are deleted from the user's device when they close their
browser, while persistent cookies remain on the user's device for a specified period of
time.

• There are also third party cookies which are created by domains different from the
one you are visiting, this enables advertisers and other third party to track user's
browsing behavior across different websites and deliver targeted advertising.

• Cookies are widely used across the internet, but users have the option to disable or
delete them in their browser settings.

• Cookie fraud from slides

• 3. Data protection: All analytics services must comply with data protection guidelines,
which means not collecting personal data, unless permitted. Pay attention to local
regulations, because not every country operates in the same way

Methods of data collection for web analytics

1) Cookies – what, types, cookie attacks

2) Geotargeting and geotagging - Geotargeting refers to the practice of delivering
content or advertising to a specific geographic location. This can be done
through a variety of methods, such as IP address tracking or GPS data.

Geotagging is the process of adding geographical identification metadata to

various media such as photographs, videos, websites, or RSS feeds. This
metadata, also known as geospatial metadata, typically includes latitude and
longitude coordinates, but can also include other information such as altitude,
bearing, distance, accuracy data, and place names. Geotagged media can be
shared on social media platforms, embedded in websites, or used in location-
based services like maps and navigation apps.
3) Mobile phone tracking
Google analytics

• GA operates a constant system of collection, measurement, and analysis of website data.

• Technically speaking, this works in the following way:

1. When setting up GA, a code is provided that must be inserted into your website

2. When that webpage is displayed to a user, the analytics code drops cookies

3. Cookies (which track users) are dropped, and data is communicated back to GA

4. This data is processed in the GA backend then presented in the interface

Google Analytics is a powerful tool for website and digital analytics. The four stages
of Google Analytics are: CPAR

1. Data Collection: This stage involves setting up Google Analytics on your

website and tracking the data of your visitors. This includes information such
as website traffic, user behavior, and conversion rates.
2. Data Processing: This stage involves processing and cleaning the data
collected from your website. This includes sorting, filtering, and aggregating
the data to make it more meaningful and useful.
3. Data Analysis: This stage is where you use the data to gain insights and make
data-driven decisions. Google Analytics provides a variety of tools and reports
to help you analyze your data, such as the Audience, Acquisition, and Behavior
reports.
4. Data Reporting and Communication: This stage is where you share the
insights and findings with your team and stakeholders. Google Analytics
provides the ability to create custom reports and dashboards that can be
shared with others. Additionally, you can use the data to optimize your
website and improve the user experience.

Marketing funnel (AICIEP)

Awareness, interest, consideration, intend, evaluation, purchase

A marketing funnel is a visual representation of the customer journey through the

different stages of the buying process. The stages of the marketing funnel are:

1. Awareness: This is the first stage of the funnel where potential customers
become aware of a product or service. This is typically achieved through
advertising, content marketing, or public relations.
 2. Interest: This is the stage where potential customers show an interest in a
product or service. They may research the product, compare it to others, or
sign up for a newsletter.
3. Desire: At this stage, potential customers have a strong desire for the product
or service. They may read customer reviews, watch product videos, or request
more information.
4. Action: This is the final stage of the funnel where potential customers take
action, such as making a purchase or filling out a form.
5. Retention and advocacy: After the customer takes the desired action, the final
stages of the funnel is to keep them engaged and satisfied, so they become a
loyal customer and advocate for the brand.

The goal of the marketing funnel is to guide potential customers through these
stages until they take the desired action (e.g. make a purchase). By understanding
the customer journey and optimizing each stage of the funnel, businesses can
increase conversions and improve the overall effectiveness of their marketing efforts.

The Four-Step KPI Iterative Process

• 1. Define business and website objectives

• 2. Develop KPIs based on these objectives

• 3. Analyze marketing activity using GA

• 4. Make informed decisions

Traditional marketing v/s Digital marketing

DM strategies – AIDAA (Awareness, interest, desire, attention, advocacy)

POEM framework - model used to evaluate the effectiveness of marketing campaigns

Performance

Outcome

Engagement

Media

CAB model
The CAB model is a framework for understanding consumer behavior and decision-making. It stands
for:

Context: The external factors that influence consumer behavior, such as social, cultural, and
economic influences.

Affect: The emotional state or feelings of the consumer at the time of decision-making.

Behavior: The consumer's actions or decisions.

Digital marketing Plan ( DMP)

OBC CT BM (objective, buyer, content, channel, timelines, budget measurement)

OBC CT BM

3I principle

Initiate – The customer is starting and finishing point of all digital activities. Let the customer decide.
Listen more. Facilitate two-way conversations.

Iterate - Publish, track respond, tweak and repeat. Change your campaign based on customer
interaction

Integrate - Integrate efforts across digital channels. Integrate traditional and digital marketing efforts

Integrate your reporting sources