DM_Analytics

DM_Analytics

1. Module 1

   • 4 epochs
   • Data availability
   • hardware
     • powerful
     • small
   • Analytics
   • Imapact
     • investment
   • 3 steps (P&G)
     • Stimulus
       • ads
     • 1st truth moment
       • shop/buy
     • 2nd truth moment
       • experience
     • ZMOT
       • Zero Moment of TRUTH
       • research

2. Module 2

   • Metrics / KPIs
     • business
   • variety of data
     • generalized understanding
       • visitor expirience
     • sources
       • web traffic data reports
       • web server performance data reports
       • web transactional data reports
       • usability studies
       • user submitted
       • collect by
         • cookies
         • tags
   • tools
     • categories
       • clickstream
       • outcomes
       • voice of customer
       • experimenting/testing
       • competitive intelligence

3. book

   • 10 sec rule
     • How long it takes for page to download? www.netmechanic.com  
   • form
     • on web-site asking for questions regarding visitor demographics, etc
     • segmentation
   • balance
     • surveys type of collecting data is - risky and valnurable to ruin relationship with users/visitors/customers
     • traffic
     • transaction data
   • kaizen

4. Module 3

   • consumer decision journey
     • Prioritize
       • objectives
       • spending
     • Tailor messaging
     • Invest
       • consumer-driven marketing
     • Win
       • in-store
     • FRAME
       • 1. Trigger
         • What creates consumer needs?
         • clickstream analysis
       • 2. Initial Consideration
         • Do consumers recall/recognize my brand?
         • competitive intelligence
       • 3. Active Evaluation
         • Do my products satisfy consumers' needs?
         • experimentation/ testing
       • 4. Moment of purchase
         • Do my sales efforts result in wins for my brand?
         • outcomes analysis
       • 5. Postpurchase experience
         • Do experiences I deliver fulfill the customer expactations?
         • voice of customer
           • experience surveys
       • 6. Loaylty loop
         • Do customer advocate for my brand?
         • voice of customer
           • brand advocacy
   • Social engagement
     • Fan
       • Passion
         • through
           • +media
             • photos
             • videos
       • questions
         • simple
         • closed
       • tell
         • what you want from them
       • treatment
         • VIP
       • Interact
         • One-on-One
     • Humanize
     • combine
       • Paid ADS
   • Gen C
     • “Gen C” – a powerful and global group of consumers that thrive on creation, curation, connection, and community
   • Brand connection
     • search
       • SEO
       • SEM
         • paid
         • metrics
           • events/visit
     • display
       • metrics
         • Click through rate
           • # of clicks per 100 ad impressions
         • macro conversion
           • # of sales / visitor sessions
         • cost per acquisition
     • video
       • Gen C
         • “Gen C” – a powerful and global group of consumers that thrive on creation, curation, connection, and community
       • metrics
         • views
         • play through rate
         • engagement rate
           • comments
           • likes
           • shares
     • social
       • FB/Twitter/G+...
       • metrics
         • Audience growth
           • how many more people connect/share/like per time
         • Amplification rate
           • content sharing
         • Applause rate
           • # of likes/favorites/G+
         • micro conversion rate
           • # of pre-defined goals completed per visitor sessions

5. Module 4

   • Data
     • quantitative
       • processed
         • Gapminder.org wri.org/resources/ factfinder2.census.gov flowingdata.com infosthetics.com informationisbeautiful.net good.is/departments/transparency/ visualcomplexity.com/vc/ marketingcharts.com
         • demographics
     • access
       • bulk downloads
       • API
       • web scraping
     • qualitative
       • declining
       • surveys
         • avoid bias
           • that
             • encourage for specific action
             • sampling group
               • some people just don't want to take part in questionarries. Ensure that all reps of whole population (or big group) are included
             • interpretate in only neg/pos fashion
   • marketing
     • paid
       • Google PPc
     • owned
       • G+ account
     • earned
       • Like on G+
   • be aware
     • paid views/likes((

6. fail faster

Imagens e arquivos do mapa