The first deck used in a professional certification course for the University of Washington on digital marketing analytics. The first quarter is built on the foundation of how digital marketing works, the second quarter is getting deeper into specific tools and the third quarter is all case studies and class projects.
Perspective > Set the Table > The need for translators - Data drives digital marketing > it is one of the things that separates digital from tv, out of door, print, etc. One of the biggest gaps we’ve seen in digital marketing is the lack of translators who can translate how these systems work, what data is generated, what data is important and use that information to execute marketing programs to drive programs forward Companies like Amazon depend on people to be able to understand the source of data, what is possible and how to execute communication programs based on data Share stats from MOZ.org survey - # of jobs in “IT” around Big Data and 1/3 to fill
- Digital is changing every day. By understanding how digital systems work, how they generate data, what makes the data good or useless for you business objectives – you can ask and answer better questions - Digital marketing is comprised of a series of systems like Google Search or an Ad Network or your email marketing platform. Each system uses data to do it’s thing > whether it’s delivering an ad to your phone, sending you an email, re-targeting you based on previous behavior or matching a list of search results to the keyword that you typed into Bing.
If you participate and do the homework If you ask questions and push us You should leave this class with the following
Certifications for Google Analytics & Bing available outside of course – an encouraged!
Conversation Students introduce themselves; Name, Company, Position, One thing they want to get out of class What do you want out of the class? How can we work the conversation and lessons to your needs and ideas?
80% of attendance to pass Do all of the assignments to pass Opportunity to re-do work that not sufficient
Take a break after this slide
Move to session two?
Everyone bring up Amazon.com on their screen and log-in > what do we see? The Amazon example > one of the most self contained systems that has built and relies on it’s own data to drive customer communication systems Affiliates > Search > Email > On-site Merchandising >Customer Database
We will return to this diagram at the end of the Fall quarter and discuss again.
Take a break after this slide
In class activity – sign up and look at your data!
Ask class for examples: Discuss Facebook’s recent change
Talk about default settings
International Standardization Organization
First job out of college – Rabanco – Setting up a sampling program Primary lessons: Measurement
Homework: what are all the touchpoints of developing and launching a new email newsletter
Digital Marketing Analytics Certification - Session One
Digital Marketing Analytics
Fall Quarter – Session One – Launch + Identifiers + Privacy
Data Types and Primary Uses
Privacy and Identification
Digital Systems Overview
Great Digital Marketers
• Embrace data
• Understand targeting & audiences
• Enjoy technology
• Are always testing and optimizing
• Learn on a daily basis
• Know how to tell a story
• Learn how major digital systems work
• Understand how data drives those systems
• Learn methods to connect those systems
• Exposure to advanced methods of data
manipulation and analysis
• How data is applied to a range of marketing
situations for success (or failure)
Leave this Program With…
• The ability to have more meaningful conversations
with a wider group of people in an organization
• See opportunities to drive digital marketing
programs forward in a way you haven’t seen
• Be the go to person on how things work and where
the opportunities to improve are
• Have a resource base to draw from for answering
specific questions and learning
• Skills on manipulating data
• Be brave in the face of big data
What You WON’T Get
• Deep expertise in any one system
• A complete stats course
• Competence in any single software
• Certification on more than marketing
analytics in class
What IS The Internet?
The internet is
a series of connected servers
that enables the controlled flow of data
from connected device to connected device
using a standard internet protocol (TCP/IP)
Consistent Data Questions
• What is the business objective of the data?
• How is the data captured
• What unique identifier is used
• How/where is the data stored
• How do we get data out of the system?
• What reporting or insight is available?
• Does the data connect with other systems?
Primary Web Business Objectives
• E-commerce > online sales
• Lead Generation > contact information
for sales leads
• Content Publishing > more page views,
• Online Info/Support > help customers
find information, self-support
• Branding > drive awareness,
engagement and loyalty
Amazon.com – A Complete System
• Acquisition Data
• Testing Team
• Deep Website
• Life Time Value
• Widely Used
Data within Org.
Pass through marketing source
Codes and products/services/etc.
Marketing Source Codes
On Destination URLs
Look a like
Use behavioral and modeled score
data to personalize web site
Systems We’ll Cover
• Intro to Digital Data & Systems
• How Websites Work & Intro to Web Analytics
• Free Data - Google Analytics – Advanced
• Ad Serving Technologies & Systems
• The Secret of Search – Organic and Paid
• It Just Works - Email – Database, Delivery, Readers
• Revenue Machine - CRM and Backend Systems
• The Internet of Things - Mobile/Connected Devices
• Tools of the Trade - Excel and SQL
• Next Level Data - Social Media
The Business Questions
• What are you measuring? How often?
• Is it the right thing?
• If KPI’s improve, will it improve the
business? If so, how?
• What does success look like?
• How did it improve? What caused the
change in KPI’s?
• What did we learn from it?
• What can apply to other systems?
Types of Data
• Household Data
• Real Estate Data
• Financial Data
• Health Data
• Lifecycle Triggers
• Retail/Store Data
• Website Data
• Online Behavior
• Media Delivery
• Social Media Info
Acxiom Household File
• Acxiom is a large data aggregator
• Connector of several systems
• Large companies append data to their
Productive Uses of Data
• Creative Optimization
• Content Optimization
• Campaign Optimization
• Website Optimization
• Conversion Optimization
• Performance Optimization
• Campaign Reporting
• Executive Reporting > Dashboarding
• Attribution Analysis
• Analysis and Insight
• Loyalty Programs and Gameification
• Privacy and Compliance
ONLINE AUDIENCE IDENTIFICATION
Pre-Social Pre-Mobile Social + Mobile
Single social user login across websites,
browsers, services and devices
Cookies are primary identifier and center
of optimization at browser level
Offline to Online Connections
Facebook ID + Atlas Cookie
What’s a Cookie?
• A cookie is a text file that lives in a browser
(Firefox, Chrome, IE)
– 247 Real Media – OAX -qshEAVF1pYIABomj
– Three browsers, three cookies
• 1st Party Cookies vs 3rd Party Cookies
– 1st - Set by the domain you are on currently
– 3rd – Set by a 3rd party like an ad server
• Cookie blocking is set in security settings
• Session Cookies vs Persistent Cookies
• Local Shared Object (LSO) or Flash Cookies
The Problem with Cookies
• No Cross Browser Unification
• Cookie Deletion & Decay
• Cookie Blockers
• Mobile Devices – iOS primarily –
don’t accept cookies
• Global Differences
– EU Cookie Law – Positively Accept Cookies
The Beauty of Cookies
• Website browsing benefits
– Remember state
– Look-up your login information
• Targeting benefits
– Better, more relevant advertisements
• Better analytics
– Google Analytics, etc. rely on cookies
– A simple text file > no PII attached
• IP = Internet Protocol
• Type into Google
“What is My IP
• EVERY device
connects with an IP
• EVERY connected
servers has an IP
• Dynamic vs Static
International Mobile Station
Equipment Identity Number
ICCID > SIM Card ID
Account Centric Identification
• One login across all devices
– Mobile, Tablet, Browsers
• One login across applications
– Email address is the identifier
– Gmail, Google Analytics, YouTube
• Social Sign-On
– Using Facebook login on other sites
– Combines Facebook data with other sites
Atlas + Facebook
• A new platform for identification
• Combining Facebook ID with Atlas
• What does this mean for unique ID’s?
PII vs Non-PII
• PII is Personally Identifiable Information
– Identify, locate or contact a single person
– Can tie to cookie with permission
– Behavioral data, web surfing, etc.
– Tied to cookie regardless of permission if not
• PHI – Personal Health Information
– Higher standards of capture and use
– ISO certifications
Which Ones are PII?
• Zip Code + Four
• Mobile Device ID
• Credit Score
• Email Address
• Child Privacy Laws – COPA
• Email Privacy Laws – CAN SPAM
• European (EU) Cookie Law
– Positive acceptance of cookies
– Deletion of unnecessary data
– Strict opt-in for email addresses
Key Roles in the Data World
Role Type of Conversation
Marketing Strategy Size & location of target audience
Marketing Operations Campaign tracking, source codes
System Administrators Passwords, servers, internal systems
Database Administrators Data capture and processing needs
Business Analyst What business questions? Reporting formats?
Targeting Analyst Who and how are we targeting
Developer How is data captured?
Project Manager What pieces do we need to have in place?
Creative Team What data insights drive ah-ha creative
Testing Team What data will give us an answer to
Agency What is the data capture and reporting
strategy? What are the results/insights?
Key Take A Ways
• Networking is Important
• Smart Data > Big Data
• Think in Terms of Systems
• Know Your Unique Identifiers
• Protect Your Yourself by Knowing
Privacy and PII/PHI constraints
• Review the Gartner Digital Transit Map
– What are the three networks you are most interested in and why?
• Review Facebook’s terms of service
– What is one thing you are concerned with?
• Review cookies & security settings in your main browser
– Are you comfortable with the settings?
• Create a Google account (if you don’t have one)
• Email me (firstname.lastname@example.org) with:
– Google account email address (for Google analytics)
– Thoughts on the first class and thoughts on what you want to learn/get out of this
• Research Networking Opportunities
– seattle.networkafterwork.com, meetup.com, biznic.com, NWIAG.com
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