Digital Marketing Midterm

AIDA model

Awareness, interest, desire, action

generating traffic, facilitating visitors’ interest and desire, driving conversations

demand generation

efforts to make consumers want to purchase a product

demand harvesting

facilitating purchases from consumers who already want the product

Amazon’s direct traffic

recognizable brand, easy URL, bookmarked pages, mobile app, prime membership

Amazon search traffic

google favors Amazon for searches in which the searcher has indicated a purchase intent

unpaid search traffic comes from being well-ranked on commonly searched terms

amazon is highly ranked for lots of keywords

steps of creating an online digital marketing plan

determine conversion goals

determine target segments

plan/set up appropriate digital presence

set up tracking and analysis tools

defining conversion goals

primary conversion goals: end goal

secondary conversion goals: intermediate goals leading to primary goal

lead generation websites

customer uses website to find info by clicking on links, inquiry forms, etc and website leads users to fill out a contact form or make a call

KPI

measurable value that demonstrates how effectively a company is achieving business goals

KPI for e-commerce

conversion rates, average order value, revenue per visitor

KPI for lead generation

average duration of visit, average number of pages clicked on

conversion rate

sales/visitors x 100%

define target segments

estimate percentages of different groups of users

prioritize the users

plan/set up appropriate digital presence

organic search

referral

direct

paid traffic

email marketing

Amazon traffic channels

investment in SEO - organic

investment in reputation - referral

investment in brand loyalty - direct

paid ads for keywords

lesser investment in email marketing

SEO

process of getting traffic from the free, organic, natural search results on search engines

SEO vs getting a job

desired job - keywords

resume - on page SEO

references - off page SEO

interview - optimize landing page

on page SEO

use keywords in URL, page title, H1 tag (main headlines), page content

done in HTML code

page title and page content are most important for SEO

off-page SEO

page ranking factors that occur off your website

backlinks, social media presence, 3rd party reviews

keyword

conncection point between what you can provide and what customers search for

digital analytics

process of collecting, measuring, and analyzing data from digital sources

google analytics data model

collection, configuration, processing, reporting

how is data collected

add a tag to your site which is a small piece of code that is added to each page to measure user behavior

collecting data from apps requires adding firebase SDK to your app

user cookies

tags collect information about users and how they engage with website or app

acquisition

which marketing channels bring customers to your website or app

engagement

what pages users visit and what content they engage with

monetization and retention

where you can measure how many users become customers/purchasers and how often they return to website (smallest part)

account

collection of properties whose data is owned by a single business entityp

property

represents a grouping of user data (app vs website)

data stream

flow of data from a website or app to the property (web data, IOS data)

user permissions

can add or remove users

assign different permission levels to other users at the account or property level

each level inherits permissions from the level above it

admin have full control

realtime report

see how many users in the last 30 minutes

see total number of non-purchasers in the last 30 minutes

see whether short-term marketing is driving traffic

monitor immediate effects of traffic from social network post

verify that the tracking code is working

how is data processed

analytics collects and stores user interactions as events

events provide insight into what’s happening (page views, button clicks, user actions)

data filters

analytics processes based on configuration settings

exclude internal company traffic/developer traffic

include data from specific country/region

once data is processed, it gets stored for that specific configuration and can’t be changed

maintain an unfiltered view

processing/configuration settings

filter out unwanted referrals (user comes from third-party to recover password)

cross-domain measurement to attribute activity to a single customer

cross-domain measurement

google signals tracks data from users who have signed into their google accounts and have turned on ad personalization

the association of data with these signed in users is used

event parameters

add context to the event

could include name of video and how long it was watched on your website

user properties

events, event parameters, user data

dimensions

describes your data, usually text

event name

who, what, where

metric

quantitative measurement, average or ratio

how many

conversions

any user action thats valuable to your business

designate high value events as conversions to set up conversion tracking

custom events

used to collect events not included in recommended events

register custom dimensions and metrics that correspond to the event parameters

website user writes a product review (user scoped dimension and item-scoped dimension)

lifecycle report

contains reports about acquisition, onsite behavior, and monetization

user report

reports on technology and demographic information

homepage

snapshot of info relevant to your business

surface reports you have recently used

search bar

can find reports, educational material and specific insights or ask specific questions

realtime overview

displays events that took place within the last 30 minutes

card-based layout designed to quickly answer important questions about how users are currently interacting with your business

overview reports vs detail reports

overview summarize data about a topic into several cards

detail provides more in-depth information

default reports

life cycle (acquisition, engagement, monetization, retention)

user (user attributes, technology)

acquisition report

number of users in the last 28 days

lifetime value graph (average revenue generated by new users in their first 120 days)

how many new users and how did they visit the site

where the users come from when they reach the website for the first time

which traffic channels contribute the most in acquiring new users

Channels

direct, organic search, organic social, cross-network (how users arrive via ads that appear on many networks), referral, email paid display ads, paid shopping, paid search ads

traffic source and medium

source is where your website’s traffic comes from and medium is how it got there (channel)

medium is referral, source is url of the site it came from

traffic acquisition report

focuses on where new sessions come from, regardless of whether they are new or returning

session

way to group user interactions based on when a user engaged with your website or your app

event count

distinct user interaction for the time period selecteden

engaged session

number of session that

lasted longer than 10 seconds

had a conversion event

had 2 or more screen or page views

engagement rate

the percentage of engaged sessions

engaged sessions/sessions

engagement overview

helps you compare key engagement metrics over time, understand which pages and screens people are visiting, and identify the features they’re interacting with

average engagement time

average engagement time per active user for the time period selected

user stickiness

engagement by active users over a narrower time frame with their engagement over a broader time frame

higher ratios suggest good engagement and user retention

user activity over time

graph shows the growth of user numbers over time

events report

shows how many times each event is triggered and how many users trigger each event on your website or app

pages and screens report

shows which pages on your website and screens on your app get visits and engagement

landing page report

shows the first page a visitor lands on when they visit your website and how many visitors land on each page

monetization reports

can help you figure out which products you’re selling, if promotions/coupons are successfully bringing in new users, if you’re getting revenue from ads on app

ecommerce purchases report

provides detailed information about the products or services you sell on e-commerce website

retention overview report

cards that summarize user retention data

number of new vs. returning users, etc

user retention by cohort shows how well your site/app retains users by cohort

user engagement by cohort

shows the average amount of time users engaged on your site after they were first acquired

user attributes overview report

language, location, interests, age, gender

user reports

demographics

tech overview (identify the tech that people use to access your website)

browser dimension is default

advertising reports

helps you better understand customer journeys and conversion performance

how much time has passed between initial interest and purchase, most common paths customers take leading up to conversion, what roles did prior referrals, searches, and ads play in conversions

attribution

act of assigning credit for conversions to different ads, clicks, and factors along users’ paths

attribution model

rule/set of rules that determines how credit for conversions is assigned to touchpoints (interactions between users and the brand) in conversion paths

typically, credit goes to the last ad a customer interacted with

last click

ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through

first click

gives all credit for the conversion to the first channel that a customer clicked before convertingd

data-driven attribution

distributes credit based on observed data for each conversion type

account’s data is used to calculate the actual contribution of each click interaction

attribution models report

lets you compare how different attribution models attribute credit across channels, source, medium, and campaigns

provide insights about the valuation of your marketing channels

attribution paths report

paths that led to conversion, number of key events that results from each path, the time to conversion, the value of those conversions, which touchpoints tend to by early, mid or late touchpoints

data visualization

helps you quickly see which channels initiate, assist, and close conversions

data table

shows you paths users take to complete conversions, as well as key events, purchase revenue, days to key events, and touchpoints to key events

conversion modeling

use of machine learning to predict online conversions that can’t be observed directly

allows for accurate conversion attribution without identifying users

works with cross-device conversion paths

only included when theres high confidence of quality

holdback validation

maintains the accuracy of google’s models

modeled conversions are compared to observed conversions that were held back and this information is used to tune the models

report filters

allow you to see a subset of the data in a report using your dimension values

apply filters to detailed reports, custom detail reports, realtime report and summary cards

when choosing a dimension, only dimensions that have dimension values appear in the list

report comparisions

enable you to evaluate subsets of your data side by side

can carryover to a different report unless not compatible

appear at the top of your reports

explore reports

allows deeper analysis of data

access to analytical techniques that aren’t available in standard reports like funnels and pathing

why do we use explore

focus on the most relevant data by using filters, segments, and breakdowns

create segments and audiences

do things quickly

build explorations

variables pane

gives you access to the segments, dimensions, and metrics you can use in an exploration

change the time frame and name it

settings pane

use this panel to configure the whiteboard area on the canvas

select technique, add items, compare segments, apply filters, select breakdown in values

canvas

large area that displays all of your data

can have multiple tabs, allowing you to use multiple techniques in a single exploration

types of google ads

search ads, display ads, video ads, shopping ads

using analytics with google ads

ads data will be imported into analytics and automatically generates campaign-related metrics and dimensions

ads campaign data included in attribution reporting

conversion events can be imported into google ads and can be used in reports and inform how much you’re bidding for different ad placements

audiences are important into ads and can be used to target advertising campaigns/remarketing to those audiences

group valuable customers with audiences

learn to segment users by dimesnions, metrics, events

will automatically update over time to add new users who visit your site and remove users

predefined and new audiences

existing audiences, new audiences, predictive audience

summary card updates with number of users in that audiences within the last 30 days (idea of potential audience size)

predictive audience

audience with at least one predictive metric based on their purchase history

control how data is used

manage how it is collected, remove data from analytics property, use analytics audiences for online advertising, customize how you share analytics data with google

disable data collection, IP addresses (analytics doesn’t store individual addresses), data retention period (set the amount of time before user-level and event-level data store is automatically deleted), consent mode

can request for data to be deleted

removing data

submit a request for its removal

delete a single user’s data from your analytics account

delete a property from account which deletes all data in the property

benchmarking

contribute anonymous data to an aggregate data set to enable features like benchmarketing and publications that can help you understand data trends

all identifiable info is removed

data import

lets you upload external data and combine it with or override existing analytics data

joints the offline data you upload with the event data that analytics colelcted

enhances reports, comparisons, and audiences

user data, cost data, item data

can also export raw data to BigQuery