Hair_PPT_Ch14.pptxMarketing Analytics123

Marketing Analytics

1. Chapter 14: Fundamentals of Marketing Analytics Part 04: Emerging Analytical Approaches Copyright © 2025 by McGraw Hill Education (India) Private Limited.

2. What Are the Basics of Digital Marketing? Digital marketing is the use of marketing touchpoints executed electronically through a digital channel to communicate and interact with current and potential customers and partners. These digital touchpoints can be categorized as owned digital media , paid digital media , and earned digital media . The following content is arranged like a table. TYPE OF MEDIA DESCRIPTION EXAMPLES Owned digital media The media is managed by the company Websites, blogs, and social media accounts Paid digital media The company pays for exposure Display advertising, influencer promotions, and social media advertisements Earned digital media Communication or exposure that is not initiated by the company Customer reviews, social media shares, media coverage, and organic search placement 2

3. Exhibit 14-2: GlobalWebIndex Social Path to Purchase These digital marketing media touchpoints create challenges and opportunities. Digital marketing analytics enables marketers to monitor, understand, and evaluate the performance of their digital marketing. Access the text alternative for slide images. Source: “Social GlobalWebIndex’s Flagship Report on the Latest Trends in Social Media.” GlobalWebIndex. Flagship Report 2020. 3

4. Digital Marketing Analytics in Practice Insights from digital marketing analytics can be used to better understand and enhance the customer purchase journey, which includes: Previous experiences the customer might possess. The pre-purchase stage when the customer becomes aware of or searches for the product or service. The purchase stage when the customer selects a product or service. The post-purchase stage where the customer uses the product or service and shares information with the company and others. During the purchase journey, customers seek information and interact with companies through multiple digital touchpoints. Properly managing interactions can lead to brand engagement, word-of-mouth marketing, and conversion to purchase. 4

5. Owned Digital Marketing Media Using the footprint website visitors leave, companies: Develop personalized content for email campaigns. Create optimized web content for certain customer profiles. Brick-and-mortar stores are all impacted by the Amazon effect . Access the text alternative for slide images. Source: PGA Tour, https://www.nissanusa.com . 5

6. Paid Digital Marketing Media Digital advertising budgets continue to increase. Targeting online users has become more sophisticated and complex. Access the text alternative for slide images. Sources: “Subaru.” sponsored ads on Google; and GumGum, https://gumgum.com . 6

7. Earned Digital Marketing Media Positive or negative sentiment associated with earned media is uncontrollable. Information spreads quickly and lives online for a long time. Many companies benefit from earned media. Access the text alternative for slide images. Source: Erin Schrader. “That Time I Kept Everything in My Stitch Fix Box.” Living in Yellow blog. November 17, 2014. https://livinginyellow.com/2014/11/that-time-i-kept-everything-in-my-stitch-fix-box.html . Used by permission. 7

8. Digital Marketing Analytics Measures Website or social media analytics provides only a snapshot of how customers are interacting with the company. Digital marketing analytics connects and examines all digital business activity. Companies need a comprehensive but manageable set of measurements that align with the overall business strategy. Some metrics help answer what is happening, but do not clarify why. A good digital marketing report will consider owned, earned, and paid digital media. 8

9. Digital Marketing Analytics Measures: Audience Analysis Quantity of impressions or visitors . How many visitors see paid advertisements (impressions) or come to the social media pages or website? User demographics . What are the demographics of people who engage with the company’s digital marketing touchpoints? Geography. Where are visitors to owned, paid, and earned digital media touchpoints located? 9

10. Exhibit 14-7: Audience Analysis Access the text alternative for slide images. Google Analytics 10

11. Digital Marketing Analytics Measures: Acquisition Analysis Traffic sources . Which sources are visitors using to click on paid advertising or to enter the company social media pages or website? Campaigns. How are different campaigns driving visitors to the website? 11

12. Exhibit 14-8: Acquisition Analysis Access the text alternative for slide images. Google Analytics 12

13. Digital Marketing Analytics Measures: Behavior Analysis Pageviews . Are visitors new or returning? Frequency of engagement . What is the frequency or recency of visits? Site speed . How quickly are users able to see/interact with web content? Bounce rate . What is the rate at which customers are abandoning the site before making a purchase? Click-through rate . What is the customer’s click-rate on paid advertising or campaign emails? Site content . Which pages are visitors coming into and exiting the website? Which pages are the most or least popular? Site search . What are visitors searching for when on the website? 13

14. Exhibit 14-9 : Behavior Analysis Access the text alternative for slide images. Google Analytics 14

15. Digital Marketing Analytics Measures: Conversion Analysis Conversion rate . This is used to assess the effectiveness of the marketing campaign and website design. Conversion by traffic source . What are the origins of visitors entering the site that result in conversions? There are also more complex analyses such as A/B testing, multivariate testing, and multichannel attribution. 15

16. Digital Marketing Analytics Measures: A/B Testing A/B testing enables marketers to experiment with different digital options to identify which ones are likely to be the most effective. They can compare one Treatment (A/Control Group) to another Treatment (B). Treatment is the term used to describe the digital marketing intervention being tested. The results of A/B testing are designed to improve online visitor experiences, and increase the likelihood of purchasing. Companies run digital A/B experiments regularly. Capital One ran over 80,000 digital A/B experiments in a single year promoting personalized credit card offers. Non-profit organizations also benefit from A/B experiments. 16

17. Digital Marketing Analytics Measures: Multivariate Testing Multivariate testing enables companies to test whether changing several different variables on their website at the same time leads to a higher conversion rate. A company might be considering redesigning its website. Prior to full launch, marketing may examine several different changes to the image on the website, the text content, and the color scheme. Multiple changes are considered at the same time from one visitor to another. 17

18. Digital Marketing Analytics Measures: Multichannel Attribution The customer path to purchase is rarely linear and usually involves cross-channel touchpoints. Multichannel attribution assesses how, when, and where these various touchpoints influence customers. Some attribution models are rule-based. Other models depend on more advanced methods to analyze the data. Results provide insights that lead to less expensive and more effective interactions with customers. Many digital marketing platforms, in combination with traditional statistics software, perform basic and advanced analyses. 18

19. How Does A/B Testing Work? A/B testing enables a company to continuously test and examine how visitors respond to one change versus another. Measurements help understand which variations perform the best, and which has the greatest influence on a particular metric. Access the text alternative for slide images. Banana Republic 19

20. Case Study: E-Commerce The Google Online Merchandise Store You will analyze data tracked by the Google Official Merchandise Store. Follow the customer journey using a demo Google Analytics account. You will be tasked with addressing these questions. What are the top products being purchased? What are customer profiles? What are the touchpoints driving the highest revenue? And Where should the company advertise? Following guidance in the text, you learn the following. Website users come primarily from the U.S., India, the UK, and Canada. Information can be applied to target and convert visitors. Individuals mainly purchase through iOS/Apple technology, while Windows technology comprises the majority of website visitors. 20