Mod 1 Slide - Digital Marketing Analytics in Practice
Mod 1 Slide - Digital Marketing Analytics in Practice
• Getting to a big idea is hard, but following a process map will help analysts be
effective and efficient
• Analysts’ first critical step is to set a goal for their analysis which will guide
their analytics journey
• Analysts can collect data using three tried-and-true techniques (although one
among them stands out as the most capable technique)
• Reporting results is a critical exercise that separates solid analysis from big
ideas
BIG
YOU
IDEA
Knowledge
Stimuli
Data
Data BIG
YOU Data
IDEA
Data
Tension
Outsiders
Pain
3 Report 4 Analyze
Reference List
• Analysts can choose from five primary Marketing Objectives when planning for
analysis (along with a rarely applied sixth MO)
• Finding your Marketing Objective can be simple when using the CDJ and
asking key questions
Business Objectives
Revenue Volume Profit
Grow the amount of money Increase the units sold, number of Grow the amount of money
the business brings in leads or capacity of the business the business has after costs
Marketing Objectives
Stimulate demand Build awareness Influence consideration Improve sales experience Reposition the brand Grow loyalty
Media Objectives
Reach & frequency Engagement Conversions
Campaign Objectives
Site visits / clicks Views View-through rate Click through rate Cost per point Cost per click
Source: Knob Creek (2009)
Primary Marketing Objectives
Being clear and singular on the business objective that will guide analysis is paramount, as it will
affect every step taken by the analyst
Asking whether If the products do not, my brand? expectations? Customer advocate for
consumers are aware of consumers will choose Leaks in the sales Unmet expectations can a brand will reveal
the brand or product will competitors’ items, process (e.g., cart lead to poor customer whether a brand can be
quantify the need for revealing the need to abandonment) point to a experience and a need satisfied with its level of
greater awareness. influence consideration. need for improvement. to reposition the brand. loyalty.
Consider
Evaluate
Advocate
BUY
Do the experiences I
deliver fulfill customer
expectations?
Do my POS
BUY efforts result in
wins for my
Source: McKinsey & Company
brands?
Brand Influence
Awareness Consider Consideration
Evaluate
Advocate
Grow
Loyalty
Reposition
The Brand
BUY
Improve Sales
Source: McKinsey & Company
Experience
Objective
OBJECTIVE
(should be
(should viewed
be viewed as as a hypothesis
a hypothesis
before analysis is conducted)
before analysis is conducted)
Key
Key(“What”) question
“What?” question Key
Key(“How”) question
“How?” question Key
Key(“Why”)
“Why?” question
question
Search Volume
Brand Awareness
Customer Call
Consumer
Customer
Twitter Sentiment
Product Sales Hashtagged
Twitter Sentiment
Over Time
Over Time
Transcripts
Segmentation
Satisfaction
(3P Sentiment Volume
Twitter Volume
(3P Sentiment
(Google) (3P Study) (CSR Database) (3P Study) (3P Study) Analysis Tool) (Company X) (Twitter API) Analysis Tool)
“On the role of the CM and the importance of objective setting”
Steve Moffat, Chief Marketing Officer of Guaranteed Rate
Reference List
• Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J., (2009, June). The consumer
decision journey. McKinsey Quarterly, (3). Retrieved from https://
www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-
consumer-decision-journey
Lesson 3: Data, Data Everywhere
Trends in the ecosystem are making today’s technology, tools, and
data more accessible than ever before
Five things discussed in this lesson:
• Tying collected data to key questions – and ultimately to the identified goal of
the analysis – is critical for successful analysis
• Data can come in many forms, including raw, processed, unstructured, and
structured
• Ensuring data quality requires understanding how bias enters the data and
critical points of data handling that frequently lead to errors
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis
• Analysts can choose from five analysis categories, each with its own degree
of difficulty and depth
• Meaningful patterns in data can take many forms, each with the ability to
unearth and (importantly) convey a unique story
• Finding patterns in data requires analysts to create views into the data using
visual techniques, often from multiple angles
Typically first method Features the use of a Typically visual- “Gold standard” for Utilizes models to
applied, provides a small set of data to based, seeks to data analysis, utilizes predict the future
description of the infer something about discover connections correlation and value of data
data analyzed a larger set (i.e., and patterns in data regression to explore attributes when some
extrapolation) data relationships related data is moved
• For the analyst, reporting out the insights they’ve found is a critically important
undertaking that cannot be taken lightly
• Analysts must limit the amount of brain activity their stories require
• An organized story will also help the analyst most effectively align supporting
data to substantiate their key points
Analytics Planning
A simple four-step process that balances thinking with action can ensure a robust
approach to data collection and produce successful analysis
3 4
Source: Nova PBS Official / https://www.youtube.com/watch?v=VkrrVozZR2c :
Objective
Search Volume
Brand Awareness
Customer Call
Consumer
Customer
Twitter Sentiment
Product Sales Hashtagged
Twitter Sentiment
Over Time
Over Time
Transcripts
Segmentation
Satisfaction
(3P Sentiment Volume
Twitter Volume
(3P Sentiment
(Google) (3P Study) (CSR Database) (3P Study) (3P Study) Analysis Tool) (Company X) (Twitter API) Analysis Tool)
Objective
Consumer interest in Advocacy for our brand has Advocacy for our brand has
Key (“What”)
our brand has question
reached Key
been(“How”)
driven byquestion
specific Key (“Why”)
a clear question
and unmistakable
all-time high levels consumer segments only link to increased sales
Search Volume
Brand Awareness
Customer Call
Consumer
Customer
Twitter Sentiment
Product Sales Hashtagged
Twitter Sentiment
Over Time
Over Time
Transcripts
Segmentation
Satisfaction
(3P Sentiment Volume
Twitter Volume
(3P Sentiment
(Google) (3P Study) (CSR Database) (3P Study) (3P Study) Analysis Tool) (Company X) (Twitter API) Analysis Tool)
Reference List
• Nova PBS Official. (2011). Inside NOVA: Change blindness [Video]. Retrieved from
https://www.youtube.com/watch?v=VkrrVozZR2c