Digital marketing analytics discussion focusing on core concepts and constructs of digital analytics. Includes discussion of Zero Moment of Trust (obviously related to Google's ZMOT).

1. digital marketing analytics
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
COMM 370 201
loyola university, chicago
school of communications
lecture 1

2. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
eric bryn | @ericbryn | ebryn@luc.edu

3. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
define | collect | create | verify

4. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
near ubiquitous digital “listening posts”

5. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understanding | behavior and actions

6. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understand | what

7. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
understand | why

8. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
what’s a data story?

9. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
theme | protagonist | antagonist | message

10. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics storytelling
business objective | business unit |
competitor(s) | recommendations

11. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
analytics process
questions | data collection | data extraction |
normalization | verification | reporting |
analysis | optimization | prediction |
automation | communication

12. Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

13. Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

14. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
clickstream data
what is it?

15. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
related data types
what are they?

16. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
big data
“… is little more than a lot of small data.” |
what does this mean?
~ Judah Phillips, Digital Analytics Primer

17. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
media
paid | earned | pwned

18. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
social media analytics (sma)
what is | “intertwingled”?

19. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sma
brand? | direct response?

20. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
brand
“[T]he sum culmination of all the inputs,
thoughts, feel- ings, and experiences whether
real, virtual, or imagined as perceived by an
entity about another entity.”
~ Judah Phillips, Digital Analytics Primer

21. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
direct response
“[A]ny social media activity, beyond brand cam-
paigning, which involves targeting (or retargeting) an
entity and compelling that entity to perform a wanted
action that creates value, such as conversion.”
~ Judah Phillips, Digital Analytics Primer

22. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sma
roas | romi | roi | npv | irr

23. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
mobile analytics
why measure mobile?

24. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
jan 2014
mobile trumped PCs
~ InformationWeek, 4/25/2014

25. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
jan 2014
apps generated 47% Internet traffic
~ InformationWeek, 4/25/2014

26. Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

27. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
privacy
why care about privacy?

28. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
sources
previous slides synthesized from:
Judah Phillips, Digital Analytics Primer (2013)
http://www.amazon.com/Digital-Analytics-Primer-Judah-Phillips-ebook/dp/B00FXX6ZRQ

29. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
how can analytics support brand trust?

30. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of truth
google concept

31. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zmot
purchase oriented decisions enabled by
contextually relevant information accessed at
the point of decision making

32. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zmot
basically | just in time information

33. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zmot
greatly enabled via mobile devices

34. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

35. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

36. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

37. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

38. Source: Google, https://www.thinkwithgoogle.com/intl/en-gb/research-study/the-new-multi-screen-world-study/

39. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
what constitutes #trust?

40. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust | in mobile

41. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust | on web

42. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
zero moment of trust
#trust indicators

43. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
performance

44. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
design

45. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
#trust
information

46. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | simplicity of message

47. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | no trickery

48. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | usefulness

49. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
information
#trust | ratings and testimonials

50. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
digital marketing analytics
eric bryn | @ericbryn | ebryn@luc.edu

51. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
photos
courtesy of | gratisography | unsplash

52. digital marketing analytics
© 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 370 201 DIGITAL MARKETING ANALYTICS, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
COMM 370 201
loyola university, chicago
school of communications
lecture 1