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Session 3-MOOC 1-Week 3

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10 views

Session 3-MOOC 1-Week 3

Uploaded by

ngoanhkiet2292004
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Session 2

DMA301m – Digital Marketing


Analytics
MOOC 1: Digital Analytics for Marketing Professionals:
Marketing Analytics in Theory
Learning Objectives

Understand the basic concept of


• Customer value
• Atrributiion

2
Table of Content

• Customer value
1

• Attribution
2

• Next class preparation


3

3
Customer Value (1)

4
Customer Value (2)

• Different consumers have different value. For example, Half of


American Airlines’ annual revenue comes from just 13% of
customers.
• Understanding customer value aids targeting, bidding and
attribution.
• Optimizing, over time, and the ability to get better and more
profitable is a benefit of any company that is routing its marketing
approach in lifetime value.
• Nearly all consumer action is measurable. The only thing that really
inhibits a brand's conversion tracking and the analysis that they
can do in assigning value to the actions consumers are taking.

5
Customer Value (3)

6
Customer Value (4)

7
Table of Content

• Customer value
1

• Attribution
2

• Next class preparation


3

8
Marketing Attribution (1)

9
Marketing Attribution (2)

10
Attribution (3)

• Assessing the effect of digital marketing programs across platforms


has long challenged analysts and advertisers alike.
• Media Mix Models (MMMs) are traditional approach to attribution
that are today being complimented or in some cases even replaced
by Multi Touch Attribution models (MTAs) using new digital data
and collection methods.
• Recent privacy regulation in industry moves have forced MTAs to
become even more reliant.
• Analysts can still make informed decisions based on available
data, even if that data isn't as robust as it was previously.

11
Attribution (4)

• "Half the money I spend on advertising is wasted. The trouble is I


don't know which half” (John Wanamaker, the father of Modern
Advertising).
• Media Mix Model: takes in a tremendous amount of data, tease out
the marketing efforts that are actually driving those sales and those
that are having less of effect.

12
Attribution (5)

13
Lesson Summary

14
Table of Content

• Customer value
1

• Attribution
2

• Next class preparation


3

15
Next Lesson

• MOOC 1-Week 4-The Science of Analytics (Part 2)


1. Lesson 1: Analytics and Dataviz Tools
2. Lesson 2: Evaluating The Tool Landscape
3. Lesson 3: Digital Marketing Maturity
4. Lesson 4: The Issue of Privacy
• https://www.coursera.org/learn/marketing-analytics/lecture/ZUazA/an
alytics-and-dataviz-tools

• https://www.coursera.org/learn/marketing-analytics/supplement/j9fTs
/module-4-overview
• https://www.coursera.org/learn/marketing-analytics/supplement/4GB
NU/module-4-readings
• https://www.coursera.org/learn/marketing-analytics/lecture/ZUazA/an
alytics-and-dataviz-tools
• https://www.coursera.org/learn/marketing-analytics/lecture/fXBas/ev
aluating-the-tool-landscape
• https://www.coursera.org/learn/marketing-analytics/lecture/9oTZY/di 16

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