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2 Marketing Analytics

Digital platforms generate trillions of data points about consumers daily, creating unprecedented data expansion. An analyst should strive to understand consumers' motivations, considerations, and decisions by knowing the stages of their journey. Effective analysts cut through data to intimately understand target market segments and advocate for consumers and businesses. Digital giants like Amazon, Facebook, and Google have emerged by skillfully collecting and analyzing consumer data to provide optimal experiences and influence through vast understanding and frictionless shopping, social media, search, and advertising.

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Kady Yadav
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132 views32 pages

2 Marketing Analytics

Digital platforms generate trillions of data points about consumers daily, creating unprecedented data expansion. An analyst should strive to understand consumers' motivations, considerations, and decisions by knowing the stages of their journey. Effective analysts cut through data to intimately understand target market segments and advocate for consumers and businesses. Digital giants like Amazon, Facebook, and Google have emerged by skillfully collecting and analyzing consumer data to provide optimal experiences and influence through vast understanding and frictionless shopping, social media, search, and advertising.

Uploaded by

Kady Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Digital Marketing Analytics – Session 2

INTRODUCTION

Each action a consumer takes on a digital


platform
can be recorded and measured. Therefore,
consumers in the digital age produce trillions
of data variables each day. We are experiencing
the greatest expansion of data that the world has
ever seen, and this expansion is accelerating.
SECTION 1

THE SCALE
OF CONSUMER DATA
CONSUMER DATA

Every consumer interaction on digital devices is


stored electronically as data. The magnitude of the
accumulated interactions is difficult to grasp.
SECTION 2

YOUR DIGITAL FOOTPRINT


SECTION 3

DATA PRIVACY
AND PROTECTIONS
SECTION 4

CONSUMER
JOURNEY

CONSUMER UNDERSTANDING

An analyst should strive to understand as much


as possible about their consumers’ motivations,
awarenesses, considerations, and decisions.
KNOWING THE STAGES

Knowing the stages of the consumer decision


journey becomes the foundation for “hearing”
the voice of the consumer before, during, and
after purchases.
SECTION 5

TARGET
MARKET
SEGMENTS
AN EFFECTIVE ANALYST

An effective analyst cuts through the jungle of


data to intimately understand target market
segments. An analyst with this consumer
understanding is an invaluable consumer
advocate and business asset.
INTRODUCTION

The most successful businesses in the digital age


have rapidly created or adopted digital and analytics
focused business models. Their advanced digital experiences and
analytics knowledge have
enabled these companies to provide user-centric, transformational
products and services.
YOUR DIGITAL COMPANY’S ROLE
IN DIGITAL MARKETING ANALYTICS
Your company is both a pipeline contributing to
digital marketing media and a processor of digital
marketing media data.
SECTION 1

DIGITAL
GIANTS

Amazon, Facebook, and Google have emerged


as digital giants. They have vast understanding
of consumers and significant influence.
AMAZON
Consumers voluntarily provide Amazon with
droves of personal data.

Amazon has created a frictionless shopping


experience, a virtual assistant in millions of
homes, the largest product catalog in the world, a
robust logistics system, and a loyal membership
base.
FACEBOOK
Facebook has leveraged data to not only become
the world’s most influential social media
company but also the world’s most influential
media company.
GOOGLE
Google is the epicenter of a consumer’s digital life
and has become synonymous with search.

The company has reached this stature by skillfully


collecting data and analyzing it to deliver optimal
consumer experiences.
SUCCESS

The success of these digital giants is undeniable.

According to eMarketer, $1 of every $3


of consumer e-commerce spend is spent
on Amazon and $2 of every $3 of online
advertising spend is spent on Facebook
and Google.

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