DMA301m [SP25]

>> Digital Marketing Analytics

Module 2. Understand Data

Truong Dinh Hong Thuy

[email protected]
 Module Contents

1. Attribution approaches
2. Categories of measurements
3. Data infrastructure
4. DataViz
5. Digital Marketing Maturity
1. Attribution Approaches
Understand Data >> Attribution approaches

Attribution
MEDIA MIX MODELING (MMM) MULTI-TOUCH ATTRIBUTION (MTA)
traditional approach digital data & collection methods
• aggregate data from different marketing • data integration across all MKT efforts
efforts • high-level insights into specific tactics
• relationships between dependent over a longer period of time, involvement
variables and independent ones as of understanding trends by their
linear or non-linear regression models influences at the same time

essential components key features

• marketing channels used • in-campaign insights
• money being spent on each channel • granular insights that are informed by
• campaign results & insights historical trends
• effectiveness of messages at each stage
Understand Data >> Attribution approaches

Attribution
business ~ channels
MMM
top-down method ∑ channels
spend on each channel
assumptions
budget individual channel
output data
revenue,
customers’ preference leads…

∑ conversions
∑ channels
average preferences bottom-up method
customers ~ conversions MTA
Understand Data >> Attribution approaches

Attribution: MEDIA MIX MODELLING (MMM)

media data by channels marketing metrics non-media factors

clicks price seasonality
impressions promotion special events
value/ spend distribution economic conditions
weather
competitive activities
pricing (competitors) …

factors impacting sales:

marketing efforts, significant one-time events, competitive activities, macro-economic
factors, industry-specific factors, …
Understand Data >> Attribution approaches

Attribution: MULTI-TOUCH ATTRIBUTION _digital data & collection methods

tracking customer journeys

across digital media
touchpoints to ascertain which
touchpoints are most present
in converting vs. non-
converting pathways

bottom-up approach
2. Categories of Measurement
Understand Data >> Categories of Measurements

brand consumer consumer

attribution
impact outcomes value

how well does how well does how well does how well does marketing
marketing improve marketing drive value marketing help you help you measure and
the way consumers for you across each/ maximize value from value the impact of your
interact with and all sales channel? your consumer? media?
perceive your brand?
Understand Data >> Categories of Measurements

Brand impact
brand lift what impact did ad have on brand metrics: brand awareness, ad recall,
consideration, favorability, purchase intention …

common metrics to measure

- brand awareness
- customer sentiment: reviews, net promoter score, frequency of mentions, #reviews, churn rate,
reactions, satisfaction score, NPS, …
- engagement levels
- market share

sources of data:
- GA, social media analytics, web traffic, sales data, brand mentions in media, survey, …
Understand Data >> Categories of Measurements

Consumer outcomes
micro-conversion across customer journey; revenue, sales volume, market share achieved

BUSINESS OBJECTIVES
Revenue Volume Profit
Grow the amount of money the Increase the units sold, number of Growth the amount of money the
business brings in leads or capacity of the business business has after costs
MARKETING OBJECTIVES
Stimulate Build awareness Influence Improve sales Reposition the Grow loyalty
demand consideration experience brand
MEDIA OBJECTIVES
Reach & frequency Engagement Conversions
CAMPAIGN OBJECTIVES
Site visits/ Views View-through CTR Cost per … CVR
clicks rate
Understand Data >> Categories of Measurements

Customer value

economic value of each customer: LTV, revenue per customer, average purchase per customer,
profit per customer, purchase frequency, number of offering purchased, time between each
purchase, referrals generated, satisfaction to infer re-purchase, length of time as a customer, …

measure cost of consumer actions: CPC, CPA, CTR, CPM, …

3. Data Infrastructure
Understand Data >> Digital Data Infrastructure

MARIA
- Demographics: 25-year-old woman
- Occupation: office worker
- Geo location: HCMC, Vietnam
- Lifestyle interests: frequent traveler
- Shopping behavior/ offline sales data: shopped for 2 years in
store/ signed up for loyalty card
- Device: iPad, work computer, Android phone
Understand Data >> Digital Data Infrastructure

Browse website
visit offline Sign up for Browse website
on work
store loyalty card on iPad
computer

download app
view ad on work
View ad on iPad on Android view in-app ad
computer
phone

add T-shirt to Converts offline

the shopping – buys T-shirt website visits
cart in store
signups: signup without having bought any
products, with products added shopping cart
without purchasing, with purchase…
level of participations per signups, which channels?
=> digital investment? offline investment?
4. DataViz
Understand Data >> DataViz

Analytics and DataViz Tools

Enterprise platform
Do everything, soup to nuts that you would
want to have done in your analytics
endeavors; a great deal of data.

Point Solution
Do one or two things, can handle a good
amount of data

Analysis Gadgets
Free, low-cost tools that just can handle a
limited amount of data
Understand Data >> DataViz

Analytics and DataViz Tools

Enterprise platform
Helps business to make data-driven decisions by performing complex analyses to provide insights,
visualizations, predictive analytics & modeling, … with data from various sources

>>> Microsoft Power BI; Tableau; IBM Business Analytics Enterprise; SAP BusinessObjects BI Suite; Sisense
Fusion Analytics; Amazon QuickSight, Locker by Google, Qlik Data Analytics, comScore, Adobe, etc.
Understand Data >> DataViz

Analytics and DataViz Tools

Analytics Point Solutions

§ Multivariate & A/B Testing – trying to (or more) creative executions and monitoring responses:
AdWords Campaign Experiments, Optimizely, Wingify, Maxymiser, …
§ Attribution Modelling & MMM - collecting all interactions for all channels and determining
relative impacts: Adometry, C3 Metrics, GSI Commerce, Convertro, Visual IQ, …
§ Site optimization – tracking site flow and information architecture to improve the consumer
experience: Bing Webmaster Tools, Google Webmaster Tools, Piwik, StatCounter, Site Meter, …
§ Media Optimization – determining what media works and what does not: BrightTag, Ensighten,
Site Tagger, TagMan, Tealium, …
Understand Data >> DataViz

Analytics and DataViz Tools

Analysis Gadgets
§ Just slick, Graphical User Interface
on top of an API (Application
Programming Interface) connection to
some important set of data
Understand Data >> DataViz

The Tool Landscape

Capability
Analysis Gadgets
§ What is the breadth of the
tool’s functionality?
§ How flexible is it?
§ How much data can the
tool effectively manage?

Ease of use
§ How quickly can one
reasonably expect to
learn the tool?
§ How intuitive is it?
§ What special skills does
it require?
Understand Data >> DataViz

Analytics Expedition
Setting goals >> Using suitable techniques to collect data >> Finding patterns required for
purposeful analysis >> Reporting results
Understand Data >> DataViz

Analytics Expedition

Analytics Planning
A simple four step process that balances thinking with action can ensure a robust approach to data collection
and produce successful analysis.
Understand Data >> DataViz

Analytics Expedition >> Data, Data Everywhere

Structured & Unstructured data

Data collected will take two primary forms: highly mechanized, manageable data known as ”structured” and
raw, unorganized data known as “unstructured”.

Structured Data Unstructured Data

• Information that includes a data model. • Information that does not have a pre-
• Typically well-defined and organized data defined data model.
with an expected format as determined by • Typically text-heavy, but may contain data
the data model. such as dates, numbers, and facts as well.
• Generally, but not always, easier to collect • Might account for more than 70% - 80% of
than unstructured data all data in organizations.
• Frequently can be imported directly into a • Frequently requires the use of a data mining
data management system. tool, such as R, to collect
Understand Data >> DataViz

Successful Visualization
Understand Data >> DataViz

Successful Visualization

GOALs

What you want to achieve with the visualization ~ PURPOSE

• Proof of concept: showing a company’s

growing trend to justify a result of a
marketing campaign
• Storyboard: a sequence of visuals to tell a
clear story
Understand Data >> DataViz

Successful Visualization

INFORMATION (data)

The data itself ~ raw materials to prove the story

• Using a survey to collect data for analyzing

customer behaviors
• A bar chart displaying the monthly revenue
figures
• An article to analyze the upcoming trend of
the market situation
Understand Data >> DataViz

Successful Visualization

STORY (concept)

Connect the goal(s) with the data to create a narrative

• Our monthly sales grew by 15% due to the

effectiveness of a new ad campaign
• As per our survey, the sales increased
thanking to the higher rate of
recommendations from satisfied customers.
Understand Data >> DataViz

Successful Visualization

VISUAL FORM (metaphor)

How a story is visually communicated

• A line chart showing the fluctuation of sales

performance
• A pie chart showing market share
Understand Data >> DataViz

Successful Visualization

Illustration

- Goal: show a correlation between participation in activities and higher

grades of students
- Information: collect data from 100 students, detailing their activities in
class and their GPA
- Story: Students participating in at least 02 activities in the class, on
average, gain a 10% higher GPA
- Visual form: a scatter plot with Y-axis showing GPA and the number of
activities on X-axis.
Understand Data >> DataViz

Successful Visualization

Illustration
5. Digital Marketing Maturity
Understand Data >> Digital Marketing Maturity

Digital marketing maturity is a quantified measure of an advertiser sophistication regarding digital

data and its use.

Optimized Stage

Integrated Stage

Developing Stage

Beginner Stage
Understand Data >> Digital Marketing Maturity

Digital marketing maturity is a quantified measure of an advertiser sophistication regarding digital

data and its use.
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