Digital Analytics for Marketing, Second Edition
Karim Feroz, Gohar F. Khan, and Marshall Sponder
Contents
List of Figures vii
List of Tables ix
Preface xi
1 Introduction to Digital Marketing and Analytics 1
2 Digital Marketing KPIs, Strategy, Ecosystems, Governance, and More 19
3 The Evolution of Digital Analytics and the Internet 29
4 The Growth and Relevance of Social Media in Analytics and Digital Marketing 47
5 Data for Digital Marketing Analytics 59
6 Social Media Analytics for Digital Marketing 75
7 Actions, Hyperlink, and Mobile Analytics in Digital Marketing 99
8 Advanced AI and Algorithms 133
9 Basic Web Analytics and Web Intelligence 171
10 Advanced Web Analytics and Web Intelligence 217
11 Aligning Digital Marketing With Business Strategy 269
12 Deriving Strategic Insights and “Digital Value” From Digital Marketing Analytics 287
Index 297
Figures
1.1 General Functions of Marketing 3
1.2 This Book’s Structure in Relation to Digital RAA Framework 12
1.3 Digital RAA Framework for Digital Marketing Analytics 12
2.1 Digital Marketing Analytics Tools 23
3.1 Structured vs. Unstructured Data 30
3.2 URI Structure 38
3.3 Evolution of Digital Analytics 41
5.1 Data That Is Routinely Harvested on Individuals 63
6.1 Seven Layers of Social Media Analytics 78
6.2 Social Media’s Role Informing Each Business Function/Stakeholder 80
6.3 The Social Media Analytics Cycle 85
6.4 Sample Social Analytics Vendor Assessment Example 96
7.1 Business Metrics Pyramid of ROI 100
7.2 Different Types of Hyperlinks 112
8.1 Purposes of Text Analytics 137
8.2 Transforming Data Using Enterprise Data Tools and Storing It in a Data Warehouse 141
8.3 Text Classification Process Engine 143
8.4 Structured, Semi-Structured, and Unstructured Data 144
8.5 How Text Is Transformed into Numbers by Text Analytics 145
8.6 Building a CSV Analyzer 146
8.7 N-Gram Sliding Window Text Parsing 147
8.8 Example of a CHAID Tree 150
8.9 K-Means Clustering Example 154
9.1 The Spectrum of Web Analytics 174
9.2 Moving from Objectives to Digital Strategies 182
9.3 Analytics Cycle of Improvement 183
9.4 Moving From Web Analytics Data to Business Insights 184
9.5 KBRs and KPIs 185
9.6 Intermediate Metrics and Their Impact on Return on Investment 199
9.7 Web Analytics Tracking Pixel and Data Collection Mechanism 203
9.8 Web Analytics Tracking Process 204
9.9 Marketing KPIs Used by US B2B Marketers 209
9.10 Top Eight Data Sources of US Digital Marketers in 2015 211
9.11 Visualization of Google Analytics Multichannel Funnel Attribution and ROI 212
9.12 Comparing Direct Path and Point-Based Path Analysis 213
9.13 Customizing Reports for Different Types of Stakeholders 214
10.1 Web Data Analytics Ecosystem 219
10.2 Managing the Process for Big Data Analytics Adoption 224
10.3 Questions to Ask When Understanding if a Website Implementation Is Successful 225
10.4 Defining the “Perfect Metric” 226
10.5 Example of Behavioral Segmentation on an E-Commerce Website 227
10.6 Segmentation Types in Web Analytics 228
10.7 Marketing Funnel for a Health Club E-Commerce Site 250
10.8 How Web Analytics Records Web Referrals 250
10.9 Cross-Domain Tracking in Web Analytics 252
10.10 Web Analytics Method of Calculating Time Spent on a Page (and of a Visit/Session) 254
10.11 Adding Page Scoring to Specific Pages of a Website 254
10.12 Marketing Attribution 256
10.13 Various Attribution Models Commonly Used in Web Analytics Reporting 257
10.14 Google Analytics – Social Value Report 258
10.15 Google Analytics – Multichannel Conversion Visualization 258
10.16 Customer Loyalty Report 261
11.1 Aligning Social Media Analytics with Business Goals (Yin and Yang Philosophy) 270
11.2 Social Media Alignment Matrix 272
11.3 Social Media Analytics Strategy Alignment Process 273
11.4 Social Media Risk Management Framework 280
12.1 Insight Transformation Cycle 288
12.2 Forms of “Digital Value” from Digital Marketing Analytics 293