Digital Marketing Analytics

Prof Ritika Rani Sharma

The Connected World
and Modern Customer
• We live in a connected world

• With 5 billion internet users, the average internet usage per day is approximately 6 hours and 58
minutes

• 67% of the population have a smartphone

• There are approximately 4.62 billion social media users, and roughly 93% of internet users are using
some social media platform.

• Approximately 2.9 billion active users are on Meta, earlier called Facebook.

• Almost 50% of online brand search still happens through search engines

• 60% of internet users shop online at least once a week.

Source : Digital 2022: Global Overview Report, [Link]

What is Digital Marketing?

• Digital marketing is:

– “a process in which organizations and existing or potential
customers use the internet to create value and products as well to
exchange them” – Visser & Sikkenga, 2021
– Use of online channels and technologies to promote or sell
products and services. It is essentially marketing that leverages the
power of the internet and other digital platforms to reach a broad
audience.

Source : Visser, M., Sikkenga, B., and Berry, M. 2019. Digital Marketing Fundamentals : From Strategy to ROI. Routledge
 Why Digital Marketing
• Very often, potential and actual customers are available online,
and they spend lots of leisure time online.
• The internet makes marketing more efficient.
– It is possible to share large amount of information with
potential customers at a low cost.
– The marketing budget can be more purposefully assigned
due to the fact that the effects of marketing
communications are (in general) more easily measurable.
• The data generated because of online customer activity helps
create customer personas and better- fitted value propositions.
Process of Digital
Marketing

Listening

Customer Product
Relationships Design
Digital
Marketing

Order Customer
Processing Acquisition
Traditional Marketing
v/s Digital Marketing

• Differences based on :
– Reach
– Engagement
– Measurement
– Cost
– Flexibility
Reach

Traditional Marketing Digital Marketing

• Relies on physical media like • Leverages the power of the
billboards, print ads and TV internet and targeted advertising
commercials, broadcasting • You can reach specific
demographics, interests, and
messages to a broad audience online behaviour with laser
• Targeting is limited to precision, ensuring your message
demographics like location or reaches the most receptive
audience
programme watched
Engagement

Traditional Marketing Digital Marketing

• One-way communication. • Fosters two-way communication.
You can create interactive
You blast your message out content, social media
there and hope it resonates. discussions, and email campaigns
• Engagement is limited to that encourage engagement.
• This builds relationships and
phone calls or physical store allows you to understand your
visits. audience better.
Measurement

Traditional Marketing Digital Marketing

• Measuring success can be • Data is king!
challenging. • Track website traffic,
• You might track website traffic conversion rates, and
from print ads or estimate the engagement through analytics
reach of a billboard, but true
to measure success and
impact is often difficult to
quantify. optimize your strategy.
Cost

Traditional Marketing Digital Marketing

• Can be expensive, especially • Generally, more cost effective.
for broadcast advertising or • Many platforms offer free
large-scale print campaigns. plans, and paid advertising
• The cost is often upfront allows for flexible budgeting
with limited ability to adjust and adjustments based on
based on performance. results.
Flexibility

Traditional Marketing Digital Marketing

• Less flexible • Highly flexible. You can easily
adjust campaigns based on
• Once an ad is printed or a real-time data and audience
commercial is aired, response.
changes are difficult and • Content can be updated, budgets
reallocated, and strategies
often costly. tweaked for optimal
performance
Example

Traditional Marketing Digital Marketing

• TV commercial of a new car • Targeted social media ad for a
fitness app
• Billboard showing a summer • A blog post with SEO
sale optimization for a travel agency
• Magazine ad for a new • Email marketing campaign with
personalized offers for a clothing
clothing line store
 Different Types of Media
• Paid Media : it includes the media that businesses can buy to
create brand awareness (e.g. Google advertising, social media
advertising, radio, television, and print media)
• Owned Media : these types of media are owned by businesses
themselves, and in which they have full control of the content
(e.g., brand websites, apps, email newsletters, brochures, etc.)
• Earned Media : this is the type of media that a brand “earns”,
e.g. voluntary content creators tagging brands in their posts or
writing about the brands (user-generated content).

Ref : Gupta, S. 2022. Digital Marketing. McGraw-Hill Education.

Digital marketing landscape is a vibrant ecosystem brimming with diverse
channels, each playing a crucial role in reaching your target audience.

Mobile

Social
Content
Media
Digital
Marketing
landscape

Brand Search
Website Engine
Website serves as the foundation, attracting
visitors through search or social media.

Social media channels help to engage with your

audience and build brand loyalty.

Email marketing allows you to nurture leads and

drive conversions

Mobile marketing ensures your message reaches

your audience wherever they are, on any device.
 Digital Marketing
Landscape
• Digital Marketing can be used for different end goals

Customer Customer Dissemination of Follow the web

Brand Building
Acquisition Engagement information/news trends
Benefits and challenges of
digital marketing

Benefits Challenges
• Global Reach • Fierce competition
• Targeted marketing • Rapid evolution
• Measurable results • Skillset gap
• Cost-effective • Time commitment
SMART goals

• In digital marketing, setting SMART goals and objectives is

crucial for creating a focussed and measurable campaign.
Specific
Measurable
Achievable
Relevant
Time-bound
 Analytics Planning
• A simple four-step process that balances thinking with action can ensure a
robust approach to data collection and produce successful analysis
Plan (Goal) Collect (Information ) Analyze (Story) Report (Visual Form )
•Establish the •Locate sources that house the •Produce “tidy”, analysis-ready •Leverage preattentive
campaign/brand/company’s required data identified in the datasets to ensure your attributes in visual perception
clear, singular objective to be primary step analysis is error-free to quickly and effectively
addressed by your analysis •Utilize data mining tools and •Proactively address communicate your meaning
• Define key questions you will techniques necessary to data-quality issues and •Ensure that
be asking of the data collect required data concerns recommendations are as
•Identify the type of analysis •Select a data management •Perform analysis techniques clear and concise as possible
you will be conducting and system that balances your that lead you to draw •Follow simple rules of design
the resultant data you will needs for power and conclusions from collected to visualize insights with
need simplicity data impact
•Plan your approach to •Ensure the effectiveness of •Compress learnings into •Connect to your audience
collecting your data – the future analysis by limiting bias easy-to-understand snippets with passion to ensure your
data you require and the in the data by constantly asking yourself story is memorable
sources (and tools) you will “what’s the 60 second story?”
use
Categories of
Objectives
• It is important to keep clear the relationship between metrics and company’s
goals, which range from resultant business objectives to tactical campaign
objectives
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
 Structured and
Unstructured Data
• Data collected will take two primary forms: highly mechanized, manageable data known as
“structured” and raw, unorganized data known as “unstructured”

• Information that requires a data model

Structured • Typically well-defined and organized data with an expected format as
determined by the data model
Data • Generally, but not always, easier to collect than unstructured data
• Frequently can be imported directly into a data management system

• Information that does not have a pre-defined model

• Typically text-heavy, but may contain data such as dates, numbers,
Unstructure and facts as well
d Data • Might account for more than 70-80% of all data in organizations
• Frequently required the use of a data mining tool, such as R, to
collect
Source : Wikipedia, IDC “Digital Universe Study”
Five Categories of
Marketing Data Analysis

• Each method of marketing data analysis features a varying level of

sophistication and returns a corresponding depth of insight
Patterns in Data

• Meaningful patterns in data can take many forms, each with the ability to
unearth and (importantly) convey a unique story
Report (Visual Form)

• “Studies have shown that 80% of what people learn is forgotten within
24 hours.”
– Will Thalheimer, How Much Do People Forget? (Dec 2010)