6WebAnalytics2.pdf - BM2506 DIGITAL MARKETING BY DR WONG KING YIN 1 MARKETING ANALYTICS 1 RECAP \u2022 \u2022 \u2022 \u2022 What is Marketing Analytics The Purpose

6WebAnalytics2.pdf - BM2506 DIGITAL MARKETING BY DR WONG...

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B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 1
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MARKETING ANALYTICS 1 RECAP What is Marketing Analytics? The Purpose of Web Analytics The Process of Web Analytics Data Analysis Process B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 2
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1.1.0 WHAT IS MARKETING ANALYTICS? B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 3 Marketing Analytics Digital Marketing Analytics Web Analytics Social Media Analytics Mobile Analytics Offline Marketing Analytics We only cover Web Analytics in this course
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1.3.2 THE PURPOSE OF WEB ANALYTICS B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 4 Ultimate Goal: Actionable Insights! Make sure your analysis focuses on making changes to your website or marketing! NOT just creating and sending reports to stakeholders without insights!
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1.4.6 ALIGN MEASUREMENT STRATEGY B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 5 Align the measurement strategy with KBR throughout the cycle
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2.1 DATA ANALYSIS PROCESSES B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 6 Nature of the layer How the layer progress
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MARKETING ANALYTICS 2 1. Adobe Reports & Analytics Basics 2. Reports & Analytics Interface 3. Reports & Analytics Metrics B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 7
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1.0 Adobe Marketing Cloud 1.1 Adobe Reports & Analytics 1.2 How to Collect Data? 1.3 Report Suites 1.4 Log in B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 8
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1.0 ADOBE MARKETING CLOUD B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 9 * *
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1.1 ADOBE REPORTS & ANALYTICS B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 10 A real-time web site reporting and analysis tool that captures visitors’ activity directly from their browser . (as opposed to the log file applications that only measures server activity )
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CLICKER QUESTION B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 11 I can track whatever website I want to track as long as I have the URL.
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1.2 HOW TO COLLECT DATA B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 12 A small snippet of Adobe-authorized JavaScript code is placed within the body tags of a Web page. Tag code performs a given task on a site: Gather analytics data Read and drop cookie Serve advertising Live Chat Product recommendations
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1.2 HOW TO COLLECT DATA B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 13 Tag code performs a given task on a site: Gather analytics data Serve advertising Live Chat Product Recommendations
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1.2 HOW TO COLLECT DATA B M 2 5 0 6 D I G I T A L M A R K E T I N G - B Y D R . W O N G K I N G Y I N 14
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1.3 REPORT SUITES
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  • Fall '14
  • Bob Jones
  • Dr. Wong King Yin

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