DOCSLIB.ORG

Pawel Matkowski Global Product Lead, Analytics and Big Data MEASUREMENT and ATTRIBUTION

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Pawel Matkowski Global Product Lead, Analytics and Big Data MEASUREMENT and ATTRIBUTION MOVING TO CUSTOMER VALUE WITH GOOGLE Pawel Matkowski Global Product Lead, Analytics and Big Data MEASUREMENT AND ATTRIBUTION USER CENTRICITY: CROSS-DEVICE WHAT ONLINE TO OFFLINE: INTRODUCTION TO OMNICHANNEL MULTI-TOUCH ATTRIBUTION IS IT ALL MOVING TO LIFETIME VALUE ABOUT? MOVING TO CUSTOMER VALUE FROM CONVERSION FUNNELS TO LIFETIME VALUE Organic Search YESTERDAY Display Network Organic Search TODAY Display Network Generic Paid Search x-device conversion Display Network Organic Search Display Brand TOMORROW But when? ;-) MEASUREMENT HAS GOTTEN MORE INTERESTING The adoption of mobile New measurement Merging of online to offline devices technologies engagements Single device, online measurement is no longer sufficient A T T R I B U T I O N The process, methodology and technology of assigning value to the media that impacted the user along the customer journey RESEARCH RESEARCH PURCHASE AWARENESSS PURCHASE Display Network Generics Brand Brand WE BREAK ATTRIBUTION INTO THREE DIFFERENT BUCKETS ACROSS DEVICES/ENVIRONMENTS ONLINE-TO-OFFLINE Desktop Desktop Store Mobile App Conversion Conversion Search Search Visit ACROSS CHANNELS Display Search Conversion GOOGLE’S MEDIA, MEASUREMENT AND ATTRIBUTION PLATFORMS Attribution 360 Measures Measures Online/offline Online/offline Google Media All Media measurement marketing mix Advertising Platforms, with Measurement Platforms, with Measurement and Attribution Ad Tracking enabled enabled C R O S S- LET’S START D E V I C E MOST COMMON INDUSTRY SOLUTIONS LOG-IN BASED SIGNALS BASED (“Deterministic”) (“Probabilistic”) First Party User Authentication Third Party User Authentication Third Party Data User ID Cross-Device Tracking Proprietary data, user privacy Highly scalable, user privacy Scalable solution across publishers Limited to size of signed-in user base Limited to few, large publishers Not 100% accurate, user has less control RECOMMENDATION COMBINATION OF 1st & 3rd PARTY LOG-IN BASED SOLUTIONS F I R S T P A R T Y T H I R D P A R T Y Start building your 1st party graph today Leverage 3rd Party signals to As technology improves, value of this graph inform media bids and budgets for measurement & targeting will grow CROSS-DEVICE The Way With Google CROSS-DEVICE MEASUREMENT MOVING TO USER CENTRICITY SCALE METHODOLOGY BREADTH +1B Android Phones ANONYMOUSLY OBSERVE X-DEVICE CONVERSIONS ACROSS OUR USER BASE* +1B Monthly Actives +1B Monthly Actives *Anonymous users previously logged into Google properties on multiple devices Tackling the Cross-Device Landscape CROSS-DEVICE AND CROSS-ENVIRONMENT MEASUREMENT Web across devices In-app and Web (Display Only) Buys three pairs of User clicks on User clicks on Later orders flowers on jeans on Retailer’s Mother’s Day flowers Retailer’s desktop ad a website on his tablet mobile site ad inside gaming app EXPAND DATA Country Conversion type Date Landing page Devices used TO REMAINING USERS USING We only surface MANY FACTORS 95% data when we have a 95% confidence interval T A K I N G A C T I O N O N CROSS DEVICE DATA TAKING ACTION AUTO-BIDDING TO CROSS-DEVICE IN ADWORDS Google’s bidding algorithm automatically maximizes your AdWords attribution reporting now gives conversions across devices; no insights into full cross-device paths need to manually set a mobile bid modifier U S E R I D Standard GA Tracking: COOKIE BASED AD SITE APP User 1 _utma=111 &cid=111 AD SITE User 2 _utma=222 &cid=222 AD SITE APP User 3 _utma=333 &cid=333 GA Tracking with User ID: USER BASED AD SITE APP AD SITE User &uid=111 AD SITE APP GOOGLE ANALYTICS DEVICE OVERLAP GOOGLE ANALYTICS DEVICE PATH DATA Reebonz grew ROAS on Google Search by 55% driven by cross-device insights in Analytics OUR APPROACH A single view of user across devices & assets on GA360: Incorporate full app and web tracking on a single property via User ID ● Key Insights: Reebonz was able to see that: ○ 36% traffic & 52% new visitors originated from mweb ○ When mWeb is part of path to purchase, CvRs improved dramatically by up to 2.8x ○ Avg. Revenue per User also increased 2.5x when customers researched on mWeb before purchasing ● Action as a result of insights ○ Included Cross-Device Conversions in DoubleClick Search Auto-bidding ○ Increased mobile bids from -60% to 0% RESULTS Conversion Rate Average Revenue per User 55.4% increase in ROAS in SEM 20% increase in transactions in SEM The solution and analysis methodology is now replicated across all Reebonz markets Getting Users to Log In U S E R I D EASY GETTING LOG INS REWARDS GETTING LOG INS ACCESS GETTING LOG INS LOYALTY KEEPING THEM Receipts from offline sales sent out to e-mails/uploaded to online profiles Shopping and wish lists e.g., for travel, retail, etc. Personalized recommendations e.g., next trip based on the past history Price alerts: customer reviewed product X, if price decreases by 10%, send the registered customer an alert Product reservations for offline/online purchases Discounts and special offers for members only Pre-sales days for members only N O W, N E X T What Now Next Enable cross-device Enable User ID in bidding in Cross-Device Analytics and drive AdWords/DoubleClick loyalty Search ONLINE TO INTRODUCTION TO OMNICHANNEL OFFLINE ONLINE TO OFFLINE MEASUREMENT AND ATTRIBUTION optimizing to offline sales vs. Leads to Sales online leads the correlations between online Online to Store advertising and offline purchases Measure call/leads How to accurately WIN WITH CALL LEADS Allow clients Optimize your to easily call you call center HOW DOES IT AD WORK TODAY? Online conversion tracking AD SITE AW CT AD FOR SOME HOWEVER, IT WORKS DIFFERENTLY AD Online leads are qualified on the phone AD Sales close after SITE in-person meetings $ AW CT $ Revenue generation AD happens in store The basic DATA FLOW 1 2 3 4 5 User clicks on an User submits the Unique Identifier is The lead/sales is Offline data ad and arrives on GA lead (form). passed and stored in closed offline. upload. the site. your database. AW AD FORM DCLK Unique ID Unique ID 748596123 748596123 INTEGRATING OFFLINE DATA addresses this challenge BENEFITS 3 1 2 Understand the Optimize campaigns Improve your true return on that drive the most online targeting investment from total value, not just with offline your digital media online value intelligence Google offers several solutions to INTEGRATE OFFLINE DATA AdWords | DoubleClick Search | Analytics & Analytics 360 | Platform | Product Offline Conversions Offline Conversions Measurement Protocol Import offline transactions Data Import offline transactions Import offline transactions & customer data I SunMaster Real-time call center data powering search marketing “If your webmaster has a basic understanding of programmatic language, you can look at the transaction section of the Measurement Protocol documentation online and be good to go. This is relatively easy to set up for any business out there. We have a 99% data accuracy between Google Analytics and our internal CRM system. Via Google Analytics, transaction data gets imported back into Adwords.” Martin Klavon, Web Developer, Sunmaster Goals Approach Results Correlate cross-channel marketing Recorded nuanced data using Attained a more efficient management activities with sales Custom Dimensions of marketing activity that enables greater focus on strategy Collect and integrate reliable data Employed Measurement Protocol to produce actionable insights to integrate call centre CRM Click-through rates as high as 15% information into Google Analytics and conversion rates near 50% Improve marketing strategy through Smart Lists Used Smart Lists to bid on generic keywords on Search How WE’VE CHANGED MONOCHANNEL MULTICHANNEL OMNICHANNEL L PILLARS OF 3 OMNICHANNEL CAMPAIGNS TARGETING MESSAGE MEASUREMENT Compare the CTR uplift of an Creating geo-targeting campaigns Enhance messaging to drive omnichannel campaign with an around each store users to the store always on Segment the categories Add ‘I-want-to-go’ micro-moment Add ‘I-want-to-go’ micromoment you own and assess where keywords to your capture users Keywords in your ad text to invest your marketing dollars that instant based on campaign efficiencies IDENTIFY THE USER ONLINE Offer users real benefits of logging 1 into your site on every device - create a brand-wide loyalty strategy user login User ID (UID) assigned Find ways to keep users logged in via 2 soft-logins, incentives and others <UID> <UID> Implement User ID feature using a tag 1. Track authenticated User ID customers browsing online 3 management platform like Google Tag Manager - it is simple! AND OFFLINE (IN-STORE) Create a brand-wide loyalty strategy for your customers with real benefits e.g., 1 special offers, coupons, pre-sales, discounts 2. Identify customers making purchases at checkout in store Find ways to identify users at checkout in store, via: loyalty cards, receipt 2 e-mailing, in-app payment systems, NFC User ID Loyalty Card purchase Make sure that you can match the User Offline/CRM/BI Integration 3 ID assigned upon online login with in-store checkout identification Measurement Protocol <UID> TO GET A COMPREHENSIVE VIEW eCommerce Data In-Store Sales Data AdWords brought $149k in online revenue and contributed to additional $479k of in-store sales. Based on the last non-direct attribution only! Case Study: Petite Bateau & Google 1 2 3 Context In-store buyers In-store buyers with loyalty with loyalty cards cards that log-in on the 153 stores in France website 36 days of store data loaded in A high % of transactions’ volumes Google Analytics are made through the loyalty card
Load more

Recommended publications
  • Social Media Analytics
    MEDIA DEVELOPMENT Social media analytics A practical guidebook for journalists and other media professionals Imprint PUBLISHER EDITORS Deutsche Welle Dr. Dennis Reineck 53110 Bonn Anne-Sophie Suntrop Germany SCREENSHOTS RESPONSIBLE Timo Lüge Carsten von Nahmen Helge Schroers Petra Berner PUBLISHED AUTHOR June 2019 Timo Lüge © DW Akademie MEDIA DEVELOPMENT Social media analytics A practical guidebook for journalists and other media professionals INTRODUCTION Introduction Having a successful online presence is becoming more and In part 2, we will look at some of the basics of social media more important for media outlets all around the world. In analysis. We’ll explore what different social media metrics 2018, 435 million people in Africa had access to the Internet mean and which are the most important. and 191 million of them were using social media.1 Today, Africa is one of the fastest growing regions for Internet access and Part 3 looks briefly at the resources you should have in place social media use. to effectively analyze your online communication. For journalists, this means new and exciting opportunities to Part 4 is the main part of the guide. In this section, we are connect with their › audiences. Passive readers, viewers and looking at Facebook, Twitter, YouTube and WhatsApp and will listeners are increasingly becoming active participants in a show you how to use free analytics tools to find out more dialogue that includes journalists and other community mem- about your communication and your audience. Instagram is bers. At the same time, social media is consuming people’s not covered in this guide because, at the time of writing, only attention: Time that used to be spent listening to the radio very few DW Akademie partners in Africa were active on the is now spent scrolling through Facebook, Twitter, Instagram, platform.
    [Show full text]
  • Global Compliance of Cookie-Bassed Web Analytics Activities
    Global compliance of GLOBALcookie-bassed COMPLIANCEweb analytics oactivitiesf cookie-based web analytics activities Finding a cross-border compliance solution [Version 3.0 (April 2012). for cookie-based web analytics activities should be on the agenda of every company doing business online, as well as web analytics software vendors, online content publishers and online advertisers. This paper focuses on EU cookie regulations, US-based Do Not Track initiatives and other worldwide privacy initiatives, in search of a series of steps to aid us in achieving global compliance. INDEX 1 The technical and business need for 5 cookies A world built on cookies 5 Cookie types and threats 6 2 The social dilemma 9 3 A short history of worldwide cookie- 11 related privacy protection 4 The EU regulatory challenge 15 Opt-out vs. Opt-in 15 Yes I do, Don´t I? 16 Calling a spade a spade: national 17 implementations Which law applies to you? 19 5 Technical and legal solutions for 21 cross-border compliance of web analytics activities A proposed approach to the new 21 A document by legal framework Divisadero. All rights reserved. 21 www.divisadero.eu Building a minimum common denominator Author Technical and practical solutions 23 Sergio Maldonado Design by ANNEX: Cookie inventory and 25 Alexia Méndez 6 classification audit form Global compliance of cookie-based web analytics activities 3 1. THE TECHNICAL AND BUSINESS NEED FOR COOKIES sessions, registrations and logins, online banking sessions, electronic government applications… and virtually every online action that goes beyond user-dissociated displays of information. But cookies are also used for other purposes: by allowing us to tie multiple page visualizations to the same anonymous browser, they enable online audience measurement concepts such as “visit” and “visitor”.
    [Show full text]
  • E Cost of Ad Blocking Pagefair and Adobe 2015 Ad Blocking Report
    !e cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report Introduction In the third annual ad blocking report, PageFair, with the help of Adobe, provides updated data on the scale and growth of ad blocking so"ware usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape. Table of Contents 3. Key insights 8. Effect of ad blocking by industry 13. A"erword 4. Global ad blocking growth 9. Google Chrome still the main driver of ad 14. Background 5. Usage of ad blocking so"ware in the United block growth 15. Methodology States 10. Mobile is yet to be a factor in ad blocking 16. Tables 6. Usage of ad blocking so"ware in Europe growth 17. Tables 7. !e cost of blocking ads 11. Mobile will facilitate future ad blocking growth 12. Reasons to start using an ad blocker PAGEFAIR AND ADOBE | 2015 Ad Blocking Report 2 Key Insights More consumers block ads, continuing the strong growth rates seen during 2013 and 2014. 41% YoY global growth Q2 2014 - Q2 2015 !e "ndings • Globally, the number of people using ad blocking so"ware grew by 41% year over year. • 16% of the US online population blocked ads during Q2 2015. • Ad block usage in the United States grew 48% during the past year, increasing to 45 million monthly active 45 million users (MAUs) during Q2 2015. Average MAUs in the United • Ad block usage in Europe grew by 35% during the past year, increasing to 77 million monthly active users States Q2 2015 during Q2 2015.
    [Show full text]
  • Google Analytics and PPC Specialist
    Please reply only by email to: [email protected] Google Analytics and PPC Specialist Company: StepForth Web Marketing Inc. Job Location: Victoria, BC Skills Required Web Analytics, Google Analytics, Analytics Account Manager, Google AdWords, Advanced Microsoft Excel and Word skills Career Description If you are Google Analytics and Google AdWords certified, have analytics experience and are enthusiastic about pursuing an analytics and PPC career then please read on. Position: contract work at first to confirm the quality of your work and then a full time position with benefits Wage: The contracting wage will be between $25 and $45 per hour depending on credentials, references and experience. The salary will be between $45,000 and $50,000 per year plus benefits and bonuses to start. There is a lot of room for growth and salary increases for this position. What you need for this position: • One to two years of experience in web analytics methodologies such as experimentation and testing, advanced segmentation and analysis. • Mid-level expertise in SEM (Search Engine Marketing) / PPC (Pay Per Click) strategies and a minimum one year experience managing SEM/PPC and SEO campaigns / efforts. • Excellent communication skills and ability to interact and manage the expectations of the Client, vendors, and internal resources with all levels of clients and technical resources. • Proactively identifies issues and escalates when appropriate. • Leads and contributes to improvements in processes (technical or business) for marketing experiments, reporting and analysis. • Has a natural inclination, and passion to grow by making things better for Clients and our company. • Manages clients' expectations from the start of a relationship through the life cycle of the relationship.
    [Show full text]
  • Web Analytics Tools and Benefits for Entrepreneurs
    Web analytics tools and benefits for entrepreneurs LAHTI UNIVERSITY OF APPLIED SCIENCES Degree programme in Business Information Technology Bachelor’s Thesis Autumn 2017 Cao Truong Hoang Phuong Nguyen Thi Huyen Trang Lahti University of Applied Sciences Degree programme in Business Information Technology Cao Truong, Hoang Phuong Nguyen Thi, Huyen Trang: Web analytics tools and benefits for entrepreneurs Bachelor’s Thesis in Business Information Technology, 79 pages Autumn 2017 ABSTRACT Online marketing nowadays is not an unfamiliar phenomenon anymore but entrepreneurs may not utilize it to bring out the best in their business. All business companies have their own website but most of them only use it as an advertisement tools or a news tools. However, web analytics tools are designed to change that and help entrepreneurs gathering useful data from their websites. The purpose of the thesis is to provide understanding about what web analytics tools are and they can use them to enhance their business strategy. The thesis will focus on deductive approach and make a conclusion through qualitative research. Google analytics tools and Woopra analytics tools will be used as a demonstration to how to use web analytics tools and how the analysis process can help making proper adjustment to the business. Keywords: Online marketing, data analysis, web analytics, web analytics tools, Google Analytics, Woopra TABLE OF CONTENTS 1 INTRODUCTION 1 1.2 Thesis structure 2 2 RESEARCH METHODS 4 2.1 Objectives 4 2.2 Research approach 4 2.3 Research methodology
    [Show full text]
  • An Investigation Into Better Techniques for Geo-Targeting by Shane Elliot Cruz
    An Investigation into Better Techniques for Geo-Targeting by Shane Elliot Cruz Submitted to the Department of Electrical Engineering and Computer Science in partial fulfillment of the requirements for the degree of BARKER Master of Engineering in Electrical Engineering and Computer Science at the ASSACH NSTITUTE OF TERHNOLOGY MASSACHUSETTS INSTITUTE OF TECHNOLOGY 1 June 2002 JUL 3 2002 LIBRARIES © Shane Elliot Cruz, MMII. All rights reserved. The author hereby grants to MIT permission to reproduce and distribute publicly paper and electronic copies of this thesis document in whole or in part. A uthor ............... Department of Electrical Engineering and Computer c-ene May 17, 2002 Certified by.............................. Brian K. Smith Associate Professor, MIT Media Laboratory Thesis Supervisor Accepted by .................... Arthur C. Smith Chairman, Department Committee on Graduate Students 2 An Investigation into Better Techniques for Geo-Targeting by Shane Elliot Cruz Submitted to the Department of Electrical Engineering and Computer Science on May 17, 2002, in partial fulfillment of the requirements for the degree of Master of Engineering in Electrical Engineering and Computer Science Abstract This thesis discusses the possibility of determining the geographic location of Internet hosts solely from IP address information. The design, implementation, and evalua- tion of several unique components for geo-targeting led to an understanding of the strength and weakness of each strategy. Upon realization of the pros and cons of the location mapping designs, a new system was built that combines the best features of each technique. An overall evaluation of each component and the final system is then presented to demonstrate the accuracy gained with the use of a Domain-Based Corn- ponent Selection methodology.
    [Show full text]
  • Real-Time Web Analytics with Kinesis Data Analytics
    Real-Time Web Analytics with Kinesis Data Analytics AWS Implementation Guide Ryan Nienhuis Chris Marshall Tom Horton Steve Morad March 2018 Last updated: October 2019 (see revisions) Copyright (c) 2019 by Amazon.com, Inc. or its affiliates. Real-Time Web Analytics with Kinesis Data Analytics is licensed under the terms of Apache License Version 2.0 available at https://www.apache.org/licenses/LICENSE-2.0 Amazon Web Services – Real-Time Web Analytics with Kinesis Data Analytics October 2019 Contents Overview ................................................................................................................................... 3 Cost ........................................................................................................................................ 4 Architecture Overview........................................................................................................... 5 Solution Components ............................................................................................................... 6 Beacon Code .......................................................................................................................... 6 Metric Headers .................................................................................................................. 7 Beacon Web Servers .............................................................................................................. 7 Amazon Kinesis Data Analytics Application........................................................................
    [Show full text]
  • OTT) Devices Frequently Asked Questions
    Identifier for Advertising (IFA) for Over-the-Top (OTT) Devices Frequently Asked Questions Why is there a need for a standardized Identifier for Advertising (IFA) across Over-the- Top (OTT) devices and platforms? The OTT ecosystem is very fragmented—consumers are accessing OTT content via streaming devices (Roku, Google Chromecast, Apple TV, and Amazon Firestick), Smart TVs (Samsung, Sony, Vizio, LG, etc.), video game consoles (Xbox and PlayStation) and Blu-ray devices. Additionally, advertisers cannot rely on cookies like they can in a traditional browser environment since they do not exist in the app-based OTT ecosystem. This leaves marketers reliant on device identifiers and IP addresses for targeting consumers and managing frequency. There has been a need for a standardized, software-based advertising identifier for OTT that can be disabled and/or reset by the consumer and that can be passed through the supply chain in a similar fashion to the mobile Ad IDs that have existed for years for Android and Apple OS devices (and which have helped grow and scale the mobile advertising industry). While there are some devices that provide industry-compliant identifiers for advertising, there are still many others that do not send any IFA, and still others that send a non-standardized form of the IFA (an IFA in ‘a different language’) which then requires manual work on the buy side to translate into a usable form. Additionally, some publishers in the OTT supply chain are withholding this identifier when communicating with the advertiser’s ad server. The industry needs all devices and publishers to be in compliance with one another so that ultimately consumers encounter the best possible ad experience, regardless of how they are navigating across apps and devices.
    [Show full text]
  • A Review of Methodologies for Analyzing Websites
    141 Chapter VIII A Review of Methodologies for Analyzing Websites Danielle Booth Pennsylvania State University, USA Bernard J. Jansen Pennsylvania State University, USA ABSTRACT This chapter is an overview of the process of Web analytics for Websites. It outlines how basic visitor information such as number of visitors and visit duration can be collected using log files and page tagging. This basic information is then combined to create meaningful key performance indicators that are tailored not only to the business goals of the company running the Website, but also to the goals and content of the Website. Finally, this chapter presents several analytic tools and explains how to choose the right tool for the needs of the Website. The ultimate goal of this chapter is to provide methods for increasing revenue and customer satisfaction through careful analysis of visitor interaction with a Website. INTRODUCTION several metrics against each other to define visi- tor trends. KPIs use these dynamic numbers to Web analytics is the measure of visitor behavior get an in-depth picture at visitor behavior on a on a Website. However, what kind of information site. This information allows businesses to align is available from Website visitors, and what can their Websites’ goals with their business goals be learned from studying such information? By for the purpose of identifying areas of improve- collecting various Web analytics metrics, such ment, promoting popular parts of the site, testing as number of visits and visitors and visit dura- new site functionality, and ultimately increasing tion, one can develop key performance indicators revenue.
    [Show full text]
  • Understanding Ad Blockers
    Understanding Ad Blockers A Major Qualifying Project Submitted to the Faculty of Worcester Polytechnic Institute In partial fulfillment of the requirements for the Degree of Bachelor of Science In Computer Science By _________________________________ Doruk Uzunoglu March 21, 2016 _______________________ Professor Craig E. Wills, Project Advisor Professor and Department Head Department of Computer Science ABSTRACT This project aims to provide useful information for users and researchers who would like to learn more about ad blocking. Three main research areas are explored in this project. The first research area provides general information about ad blocking tools and aims to explore ad blockers from a user’s perspective. The second research area provides analyses regarding third­party sites that appear on popular first­party sites in order to explore the behavior of third­parties. Finally, the third research area provides analyses regarding filter lists, which are sets of ad filtering rules used by ad blocking tools. The third research area aims to convey the differences and similarities between individual filter lists as well as sets of filter lists that form the defaults of ad blocking tools. 1 ACKNOWLEDGEMENTS I would like to thank Professor Craig Wills for advising my project, providing insight, and gathering the popular third­party domains data which I analyzed as part of this project. In addition, I would like to thank Jinyan Zang for sharing the third­party data regarding mobile apps, which they have gathered as part of their 2015 paper named “Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps.” The data provided by Jinyan Zang was also analyzed as part of this project.
    [Show full text]
  • Cross-Media Audience Measurement Standards (Phase I Video)
    MRC Cross-Media Audience Measurement Standards (Phase I Video) September 2019 Final Sponsoring associations: Media Rating Council (MRC) American Association of Advertising Agencies 4A’s Association of National Advertisers ANA Interactive Advertising Bureau (IAB) Video Advertising Bureau (VAB) Final Table of Contents 1 Executive Summary ......................................................................................................................... 1 1.1 Overview and Scope ............................................................................................................................ 3 1.2 Standards Development Method ...................................................................................................... 5 1.3 Note on Privacy .................................................................................................................................... 5 2 General Top-Line Measurement ................................................................................................... 6 2.1 Cross-Media Components ................................................................................................................... 6 2.1.1 Duration Weighting .......................................................................................................................................... 9 2.1.2 Cross-Media Metrics Definitions .............................................................................................................. 10 2.1.3 Household vs. Individual Metrics .............................................................................................................
    [Show full text]
  • 22:630:679 COURSE TITLE: Web Analytics with Real World Applications
    Marketing COURSE NUMBER: 22:630:679 COURSE TITLE: Web Analytics with Real World Applications COURSE DESCRIPTION To survive and excel in today’s economy, companies need to focus on spending their marketing and advertising dollars more effectively – by validating the return on investment (ROI) of these investments. Digital marketing has proven to be a necessary channel and one of the most effective ways to showcasing brand, reaching customers and building loyalty. The effectiveness of digital marketing needs to be accompanied by good digital analytics, which through data acquisition, exploration, testing, deduction and application, produces insights to drive continuous improvements of the digital marketing programs and to maximize returns. This course teaches digital analytics with a focus on web analytics through practical applications. It provides a broad overview of key digital analytics framework, strategies, concepts, issues, challenges and tools. Topics covered include: how to choose a web analytics tool; metrics and key performance indicators; best ways to analyze effectiveness of blogs, marketing campaigns, SEO, SEM, emails; how to utilize quantitative, qualitative and competitive tools to derive actionable insights; how to optimize web sites by incorporate testing and experimentation; how to create and manage an analytics culture for your organization; emerging analytics in social, mobile and video; best practices and pitfalls in web analytics; best practices on creating a data-driven culture and process. COURSE MATERIALS Web Analytics 2.0 – The Art of Online Accountability & Science of Customer Centricity. Avinash Kaushik, Wiley Publishing, Inc. 2010, ISBN 978-470-52939-3 (Abbreviated as WA 1 LEARNING GOALS AND OBJECTIVES 1. Provide a framework to help marketers and businesses (and students) on evaluate the effectiveness of their website by improving their companies’ bottom line.
    [Show full text]