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Digital MarketingAnalytics Overview10/28/2020David J. Salcido, MBA

“Our job is to connect topeople, to interact with themin a way that leaves thembetter than we found them,more able to get where they’dlike to go.”2 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics-Seth GodinAuthor and Former dot-com Executive,1960 -

Purpose of Your Business Every business serves a purpose tobe successful.(usually to make money, but not always) A business should provide value tocustomers, in the form of a benefitexchanged for a cost. What is the purpose of your business? How benefit do you provide and atwhat cost?value benefit - cost3 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Purpose of Your Website Just like your business, your websiteserves at least one purpose. What is the purpose of your website? SalesInformationLead GenerationEntertainment How does your website provide value tousers?4 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Digital Transformation The internet has changed theway companies marketthemselves, communicate andoperate Customers have shifted toomni-channel buying How does your business adaptto digital? How have your customersadapted to digital? How does your job changebecause of digital?5 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of redictiveAnalytics David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing AnalyticsPrescriptiveAnalytics

Types of nalytics7Describesstatistics.what happened in the past, using David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of alytics8Describes why something happened in the past,using statistics, qualitative and quantitative data. David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of alytics9Describes what will likely happen in the future,based on what happened in the past, usingstatistics, forecasting, qualitative and quantitativedata. David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of Analytics10Describes what to do in the future for a desiredoutcome, based on what happened in the past,using statistics, forecasting, regression and datascience. David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of DataQUANTITATIVEQUALITATIVE Numerical Data from countingor measuring. Can add or subtract Examples: Categorical Data described bywords rather than numbers. Non-numerical values (often) Examples:o Number of auto insurance claimsfiled in March.o Length of time between customerarrivals on a webpage.o Ratio of profit to sales for lastquarter.11o What is your political affiliation?o What class level are you in school?o Which internet browser do you use? David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Metrics & DimensionsMETRICS Quantitativemeasurements. DIMENSIONS Attributes of the data,ways it is described andcategorized. Examples:o Time:Hours/Days/Weeks/Monthso Place:Cities/States/Countries/Regionso User demographics or device David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Common Digital Marketing s that don't extend past the first pageBounce Rate%The percentage of visits that do not extend past first pageEntrances#The number of times a new visitor entered the websiteForm Fills/Leads#The number of time a form was submitted with contact informationNew Users/Visitors#The number of visits who visited for the first timePages Per Session#The average number of pages viewed during a sessionPageviews#The number of pages seenRegistrations#The number of visitors who have set up an accountSessions/Instances#The number of visits to a website by invidual usersTime On Site (or page)0:00The average amount of time spent on a website or a pageUnique Visitors#The number of individual users who visited, regardles of how many timesVisits/Visitors#The number of indiviual times users came to a website*commonly used metrics, not a complete list13 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing tal Time Spent/Visitors

Common Digital Marketing MetricsCONTENTMETRICFORMATDEFINITIONComments#The number of times users commented on contentDownloads#The number of times an app or content was downloadedLikes#The number of time someone liked content or a pageShares#The number of times content was shared by other usersSubscribers#The number of users who have signed up to receive contentVideo Views/Views#The number of time a video or other content was seenWatch Time0:00The amount of time spent watching a video*commonly used metrics, not a complete list14 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing AnalyticsFORMULA

Common Digital Marketing MetricsECOMMERCEMETRICFORMATDEFINITIONAbandoned Cart Rate%The number of abandoned carts divided by the total number of cartsAbandoned Carts#The number of carts that did not checkoutAverage Order Value Mean quantity spent on ordersCarts#The number of carts created by users shopping onlineConversion Rate%The number of Conversions divided by the number of Visits/Visitors/SessionsConversions#The number of times the identified goal is completedOrders/Transactions#The number of individual sales on a website or appRevenue The amount of money made from sales*commonly used metrics, not a complete list15 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing AnalyticsFORMULAAbandoned Carts/CartsRevenue/OrdersConversions/Visits

Common Digital Marketing MetricsADVERTISINGMETRICFORMATDEFINITIONAverage Position#Paid Search placement on the Search Engine Results PageClick Share%The number of clicks received divided by the total number possibleClicks#The number of clicks receivedClick-Through Rate%The number of clicks divided by the number of impressionsClicks/ImpressionsCost-Per-Click The average cost of each click of an adCost/ClicksCost-Per-Conversion The average cost of each conversionCost/ConversionsCost-Per-Lead The average cost of each Lead/Form FillCost/Form FillsCost-Per-Thousand The cost of 1,000 impressions of an adCost/(Impressions/1000)Impression Share%The number of impressions received divided by the total number possibleImpr./Total Impr. Avail.Impressions#The number of times an ad was viewableIn-Store Visits#The number of times a user visited a physical locationOrganic Rank#The order in which search engines list webpages on the results pageQuality Score#The value Google assigns to keywords for Paid Search advertisersReturn on Ad Spend%The average percentage gained from advertising cost*commonly used metrics, not a complete list16FORMULA David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing AnalyticsClicks/Total Clicks Avail.Revenue/Cost

AIDA RevisitedAttentionInterestDesireE. St. Elmo Lewis, 1872 - 194817 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing AnalyticsAction

Other ionAction18 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing AnalyticsConversion

Other Models19 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

A Modern Marketing FrameworkAWAREADVOCATEAPPEALACT20ASK David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

A Modern Marketing ITYCURIOSITYACTASKCOMMITMENT21 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

A Modern Marketing ITYCURIOSITYACTASKCOMMITMENT22 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

A Modern Marketing ITYCURIOSITYACTASKCOMMITMENT23 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

A Modern Marketing FrameworkDIMENSIONSAWARETime: Hours, Days, Weeks,Months, YearsImpressions, Clicks, Video Views,New Visitors, Pageviews, Time-OnSite, Clickthrough RateAPPEALGeography: City, State,Country, RegionForm Fills, Leads, Inquiries,Downloads, Cost-Per-LeadVisits Per Visitor, Interactions,Subscriptions, Add-To-CartASKLanguageACTTechnology: Browser,DeviceOrders, Conversion Rate, Revenue,Cost-Per-ConversionDemographicsReturning Customers, RepeatPurchases, Lifetime Value, Shares,Reviews, ReferralsADVOCATE24COMMON METRICS David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

A Modern Marketing Framework90%of buyers saytheir buying decisionsare influenced by OSITYACTASKCOMMITMENT25of buyers willturn to Google while in theresearch stageAPPEALAFFINITYof buyers preferbrands that personalizeexperiences the best72%Source: Pardot Buyer Journey Study David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics67%of the buyer’sjourney is now donedigitally

Key Performance Indicators What are KPIs? KPIs are metrics that measureperformance related to yourbusiness goals. What is your business goal andwhat metrics are related toachieving that goal? Select 2-3 KPIs for your businessor project.26 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of MediaWe classify the types of media available today to understand the relationship betweenmarketing for the brand, services or products and the consumer in digital marketing.OwnedMediaEarnedMediaPaidMedia27 David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of MediaWe classify the types of media available today to understand the relationship betweenmarketing for the brand, services or products and the consumer in digital marketing.Media you have full ownership and control over.OwnedMedia28Includes: Website Blog Email Marketing Hosted Content Some Social Media David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of MediaWe classify the types of media available today to understand the relationship betweenmarketing for the brand, services or products and the consumer in digital marketing.Media you have full ownership and control over.OwnedMedia29Includes: Website Blog Email Marketing Hosted Content Some Social MediaCommon KPIs: Visits, Pageviews, Time On Site, Sales Views, Subscriptions, Shares,Comments Opens, Clickthroughs, Sales Views, Shares, Likes, Clicks David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of MediaWe classify the types of media available today to understand the relationship betweenmarketing for the brand, services or products and the consumer in digital marketing.EarnedMedia30Media you have no ownership and control over, but have earnedthrough free exposure.Includes: Viral Social Media Blog Shares Shared Content Reviews Unpaid Mentions David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of MediaWe classify the types of media available today to understand the relationship betweenmarketing for the brand, services or products and the consumer in digital marketing.EarnedMedia31Media you have no ownership and control over, but have earnedthrough free exposure.Includes: Viral Social Media Blog Shares Shared Content Reviews Unpaid MentionsCommon KPIs: Shares, Retweets, Follows, Clicks Shares, Views, Subscribers CTR, Clicks, Shares Views, Shares, Likes, Clicks Views, Likes, Clicks David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics

Types of MediaWe classify the types of media available today to understand the relationship betweenmarketing for the brand, services or products and the consumer in digital marketing.PaidMedia32Media you have some ownership and control over and pay for togain exposure.Includes: Paid Search Advertising Display Advertising Paid Social Media & Advertising YouTube Advertising Paid Influencers David J Salcido 2020 UC San Diego Extension: BUSA-40924 Digital Marketing Analytics