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Power of Analytics

In Digital marketing

Objective

• To share the importance of analytics in digital marketing.

Introduction

• Digital marketing drives the creation of demand using the power of the Internet, and satisfies this demand in new and innovative ways.

• Tactics, Engagement, Measurement, Audience, Tools

• Large amount of time and money are spent• New tactics and platforms emerge every week• Changing needs and behaviour over time• Managing learning loop

Introduction

• 50+ key performance indicators• Helps in understanding– brand engagement– influencer response– Seasonal trends– sales and related factors

• Tracking right KPI to develop right strategy

Some Basic KPI

• ROI• Page views • Time spent on a page • Geographic • Total sessions • Unique visitors (users) • Pages per session • Bounce rate

• Behavioral Data• Average session

duration• Conversion rate • Goal completions • Browser/device usage • Top pages • FAQ usage

Tools

• A/B testing• Cohort Analysis• Enterprise web analytics platforms• Google Analytics (86%)• Heat Maps• Session Recorders

Tools : Enterprise web analytics platforms

• Benchmarking• Clickstream analysis• Dashboard• Real-time analysis• Tag management• Testing • Voice of Customers

Tools

• Free online tools– Social Mention – Topsy– Klout , Kred , Peer Index – TweetReach

• Digital Data Analysis project tools– DataSift – IssueCrawler – NodeXL – Gephi

Critical Optimizations

• Audience Optimization• Channel Optimization• Advertising yield optimization• Content Optimization

Case Studies

• Online Retailer: “Focused finders” Vs “busy browsers”– 10 % increase in purchase (focus finders)– 200% increase in purchase (busy browsers)

• Matalan (UK)– Google Analytics– build custom reports (processing large volumes of data

accurate and easy)– making real-time decisions – 28% increase in conversion rate year-over-year.

Case Studies• Acer

– Using Adobe– Drive aggressive Facebook fan growth for Acer brand– Deliver ongoing engagement opportunities for Acer– Generate increased awareness for the Acer Aspire S3 Ultrabook– Facebook visibility 4,400% increase

• Dominoes– Google 360 Suite– Monthly revenue increase by 6%

• Businesses who use a successfully consistent cross-channel marketing strategy enjoy 14.6% year-over-year increase in annual company revenue and 13% annual improvement in customer retention rates.

Analytics Benefits

Analytics Benefits

“Integrated analytics can potentially free up much as 15 to 20 % of marketing spend.”

- McKinsey Report

Thank You…!!