An introduction to Web Analytics Tools

Point solutions

Analysis Gadgets

Web Analytics Metrics

Basics of Web Analytics

Web Analytics is the assessment of variety of data... to help create a generalized understanding of the visitor experience online.

Web analytics challenges remain real

1. Managing and integrating data
2. Ensuring data quality
3. Staffing and management commitment
4. Communicating and interpreting results

How do organizations collect information?

1. Cookies
2. Tags - Small set of javascript code that sends a record to the web log; includes page, user and action information and can be programmed to draw our custom information as well.

The three step model of marketing

There are three steps of marketing

1. Stimulus

2. First moment of truth (At shelf, in-store) - Customer makes a purchasing decision

3. Second moment of truth (Experience)

0. Zero moment of Truth - The consumer is collecting information about the brand, doing evaluations, checking with friends about they feel about the brand, collecting all sorts of inputs and also conveying out a great deal of information

This time is the most important time for marketing analyst to understand the consumer. This is where the consumer can be moved in their decision. That is where he is exposing a vast amount of information about himself. That is where you as a MA want to go and collect information and draw some conclusions.

The Zero Moment of Truth (ZMOT) is the phase when the customer is researching purchase options using various sources of information. This is the time when the customer puts out a great amount of rich, valuable information that can be captured by a marketing analyst.

Impact of data on marketing

Four digital epochs

1. When anything was possible (1994 - 1999)

2. The bubble and the burst (2000 - 2002)

3. The seeds of prosperity (2003 - 2010)

Web as a financial engine was viable.

4. The age of unicorns (2011 - 2015)

“Unicorn” is the term referred to technology start-ups that have valuation of 1 bn USD before they go public.

The impact of digital on marketing and advertising can be observed by looking at how Investment in traditional marketing channels like print media has declined over time.

Introduction to Marketing Analytics

Overview

Advances in digital technology have changed the marketing landscape dramatically. As digital has become a more ubiquitous part of consumers’ lives, the amount of time they spend online and the data they generate has grown exponentially. This data can help companies boost their understanding of consumers’ needs and behaviors, which can, in turn, lead to insights and advantages for the businesses that know how to use them. In this first module, you will examine how the field of marketing has evolved to take advantage of the opportunities offered by the "data boom." The first lesson will present a short history of digital marketing in four epochs. After setting this historical perspective, the traditional three-step marketing model comprising of stimulus, First Moment of Truth, and Second Moment of Truth will be presented. Then we will discuss a recent addition to this model: the Zero Moment of Truth (“ZMOT”). The instructor will conclude this module with two key trends that depict the growing power of analytics, as well as its use. By the end of this module, you will earn a solid understanding of digital analytics' historical context and the critical role it plays in the lives of consumers – and businesses – today.

Goals and Objectives

After completing Module 1, you will be able to:

• Understand what marketing analytics is and how it can help organizations solve big brand problems in a volatile environment.
• Appreciate how digital technologies changed the landscape of business and opened new avenues to marketing products.
• Learn how the field of marketing analytics evolved in the past two decades.
• Understand the traditional three-step marketing model and why the addition of ZMOT is so vital.
• Explain key trends and notable technological developments that are driving the field to new possibilities.

Guiding Questions

As you complete the lectures and assignments, you will be able to develop answers to the guiding questions. These questions should be the focus of your learning.

• How has the field of marketing analytics evolved in the last two decades?
• How does the addition of ZMOT (Zero Moment of Truth) capture the increased use of digital technologies by consumers as well as companies who serve them?
• Based on the topics discussed in this module, what have you learned about the increasing need for companies to utilize marketing analytics?

Key Phrases/Concepts

Look for the following key terms or phrases as you complete the readings and interact with the lectures. These topics will help you better understand the content in this module. Please visit the Glossary page for more keywords and descriptions.

• Marketing analytics
• Three-step marketing model
• Zero Moment of Truth
• Epochs
• Digital data

Goals and Objectives

After completing Module 2, you will be able to:

• Acknowledge the availability of data and its use in answering marketing questions.
• Differentiate among marketing data according to the size of the business.
• Learn about the different tools and their utilization in marketing decision making.
• Classify analytics tools according to the size of organization, intended use, and price.
• Find free marketing analytics tools and use them to answer the brand problems of any organization.

Guiding Questions

As you complete the lectures and assignments, you will be able to develop answers to the guiding questions. These questions should be the focus of your learning.

• What are the different types of marketing data, and how are they analyzed to answer brand questions?
• How can we classify different tools according to use and organization size?
• Why is the marketing analyst so important, and how does a marketing analyst work effectively to serve consumers better?

Key Phrases/Concepts

Look for the following key terms or phrases as you complete the readings and interact with the lectures. These topics will help you better understand the content in this module. Please visit the Glossary page for more keywords and descriptions.

• Marketing analytics tools
• Marketing analyst
• Clickstream analysis
• Competitive intelligence