Data Analytics

Data Analytics

1. Concepts

   • Perf. monitoring & Trends
     • Monitor user beh. + mkt campaign perf.
     • Only clear pic if presented in context
   • Big Data
     • Massive data sets, require specialised software & massive PCs to process
     • Measure trends not absolute figures
   • Data Mining
     • Find patterns hidden in lrg numbers & databases
     • Auto comp program
   • A world of data
     • Variety of sources
     • eg online data: social media, emails, forums
   • Databases
     • CRM info
     • Loyalty progr.
   • Software data
     • Some browsers gather info
     • Habits • Crashes • Problems
   • App store data
     • Way people download / pay for / use
     • EG Google, Google app store
   • Offline data
     • POS records
     • Cust. service logs
     • In person surveys
     • In store foot traffic

2. Objectives

   • Align with strategic outcome of B
   • "What want to achieve with mkt campaign"
   • Eg: Increase sales, web traffic, brand awareness
   • To optimize website & e-mkt
   • NB: to ID unique visitors

3. Goal

   • Action user takes
   • Type of user beh.
   • Eg: Purchase, view # pages
   • Completed goal = conversion
   • Derives from obj.
   • "What need user to do to achieve obj."

4. KPI

   • Metric indicate whether obj been met
   • "What data need to see if goals completed"
   • Eg. Obj to incr. web traffic, have to incr. # visitors, % new, how long stay on

5. Targets

   • Actual target KPI needs to meet to decline campaign success
   • Eg. newsletter sub, target 100 p/m

6. Funnel analysis

   • Path analysis: annalize each step

7. Events / micro conversions: Process of achieving ultimate goal broken down into steps

8. How info captured

   • Cookie-based tracking
     • Page tagging, info to 3rd party server eg Google Anal.
     • Can be used by comp.
     • Less accurate
     • Good level support
   • Server-based tracking
     • Log files - web servers - raw data readily available.
     • Comp must have access to server
     • Very accurate, record every lick & visits from SE spiders => SEO
     • Switch vendors still able to analyze
     • Often done in house
   • Universal analytics
     • New Google feature
     • Track people not just sessions
     • How beh. depend on device
     • How beh. changes the longer fan of brand
     • How often interacting with brand
     • Lifetime value & engagement
     • Allows import data from other sources into Google Anal.

9. TAO

   • Track Analyse Optimise
     • Key elements to analyse
       • Behaviours (Intent of visitors)
       • Outcomes (how many perf. intended goals)
       • UX (Patterns of user beh., how influence to achieve obj?)
       • Bounce Rate: do users engage?
       • Key words / phrases, Best?
       • Top content - what attract & keep
       • Geo. distr.
       • Traffic source?

10. Tracking Collecting Measuring Reporting Analyzing

    • Online data
      • Easy, Quick, Affordable