Digital Marketing Analytics: In Theory And In Practice

276 Pages·11.948 MB·English

DIGITAL
MARKETING
ANALYTICS
In Theory And In Practice
S e c o n d E d i t i o n
KEVIN HARTMAN
Copyright © 2020
Kevin Hartman
Digital Marketing Analytics
In Theory And In Practice
Second Edition
All rights reserved.
No part of this publication may be reproduced, distributed, or transmitted in any form or by any means,
including photocopying, recording, or other electronic or mechanical methods, without the prior written
permission of the publisher, except in the case of brief quotations embodied in critical reviews and
certain other non-commercial uses permitted by copyright law.
Kevin Hartman
Printed in the United States of America
First Printing April 2020
First Edition April 2020
Second Printing September2020
Second Edition September2020
ISBN: 979-8638631321
To my family who has loved me,
my friends who have supported me,
and my colleagues who have inspired me.
PRAISE FOR DIGITAL MARKETING
ANALYTICS
“Kevin has made science accessible. With the immense potential Digital
holds, I’m confident this book will allow you to unlock new ways to deepen
customer relationships and fatten your profits!”
Avinash Kaushik Digital Marketing Evangelist - Google, Author –
Web Analytics: An Hour A Day and Web Analytics 2.0
“Kevin combines the experience of a skilled analytics practitioner with the
expertise of an academic. In this book, he presents a fresh look at the field
through the lens of history: from its earliest beginnings to its modern
incarnation.”
Mike Chapple Director, M.S. in Business Analytics – Mendoza
College of Business, The University of Notre Dame
“Digital Marketing Analytics is an important resource for all marketers,
whether you are early in your career and learning or a seasoned practitioner
who wants to remain sharp. This book will help you understand the changing
dynamics and apply that thinking to maximize your business results.”
Karen Sauder Vice President – Google
“This book is an excellent examination of data analytics, providing both a
solid theoretical foundation and a deep dive into practical application.
Readers of all levels of digital savvy will benefit from Kevin’s expertise
across platforms, tools, and approaches.”
W. Brooke Elliott Associate Dean and EY Professor –
Gies College of Business, University of Illinois
“The power of Digital Marketing Analytics is that it provides an insightful
approach to the art of analytics while demystifying its science. Whether
you’re a big brand or small company, Kevin’s book is a fantastic resource for
any marketer who wants to do more with data.”
Mike Clarke Director, Research – Facebook
“Kevin has honed wisdom gathered over decades as a practitioner and
lecturer to develop a strong foundation of analytics. As the evolution of
marketing analytics continues to accelerate, this foundation will prepare you
to successfully tackle any new challenge, approach, or data source you will
encounter throughout your career!”
Stan Balanovskiy Head of Ads Measurement and Insights – Quibi
TABLE OF CONTENTS
INTRODUCTION
PART 1: The Day the Geeks Took Over
PART 1 | LESSON 1
The ART+SCIENCE Mind
The Three Roles of the Analyst
The Evolution of the Analyst in the Firm
Characteristics of the Successful Analyst
In Summary: The ART+SCIENCE Mind
PART 1 | LESSON 2
The Early History of Data Analytics
Epoch I: ‘Early Maps and Diagrams’
Epoch II: ‘Measurement & Theory’
Epoch III: ‘New Graphical Forms’
Epoch IV: ‘The Beginnings of Modern Graphics’
Epoch V: ‘The Golden Age of Data Analytics’
Epoch VI: ‘The Modern Dark Ages’ of Data Analytics
Epoch VII: ‘The Rebirth of Data Analytics’
Epoch VIII: ‘High-Definition Data Analytics’ (1975-1994)
In Summary: The Early History of Data Analytics
PART 1 | LESSON 3
The Contemporary History of Data Analytics
Epoch I: ‘When Anything Was Possible’
Epoch II: ‘The Bubble and the Burst’
Epoch III: ‘The Seeds of Prosperity’
Epoch IV: ‘The Age of Unicorns’
The Significance of 2014
In Summary: The Contemporary History of Data Analytics
PART 1 | LESSON 4
The Rise of Modern Data Analytics
P&G’s Three-Step Model of Marketing
The Introduction of the ‘Zero Moment of Truth’ (ZMOT)
Technological Influences
Market Influences
Placing Today’s Data Creation in Context
Rise of the Machines: Machine Learning and Analytics
In Summary: The Rise of Modern Data Analytics
PART 2: Consumer/Brand Relationships
PART 2 | LESSON 1
Online Video
Online Video (OLV) Market Share
Consumer Behavior and OLV
Key OLV Measures
In Summary: Online Video
PART 2 | LESSON 2
Online Search
Search Engine Market Share
Search Engine Management Versus Search Engine Optimization
The Importance of Search Rank
Consumer Behavior and Search
Key Search Measures
In Summary: Online Search
PART 2 | LESSON 3
Display Media
Display Media Market Share
Evolution of Display Ad Formats
Key Display Media Measures
In Summary: Display Media
PART 2 | LESSON 4
Social Media
Social Media Market Share
Consumer Behavior and Social Media
How Brands Use Social Media
Key Social Media Measures
In Summary: Social Media
PART 2 | LESSON 5
The Consumer Decision Journey
The Introduction of McKinsey’s CDJ
The Steps of the CDJ
Applicability of the CDJ
How Ad Blockers Affect Digital Measurement
In Summary: The Consumer Decision Journey
PART 3: The Science of Analytics
PART 3 | LESSON 1
Digital Data Infrastructure
Categories of Data
Digital Data Collection: Cookies, Tags and Sign-Ins
Data Availability and Value
Data Collection and the Effect of Privacy Concerns
In Summary: Digital Data Infrastructure
PART 3 | LESSON 2
Digital Measurement
The Four Categories of Digital Measurement
Making the Intangible Tangible: Brand Impact
Measuring Sales Levers: Consumer Outcomes
Understanding What Is Important: Customer Value
Assessing Marketing Effectiveness: Attribution
Getting to True Lift: Incrementality Testing
A Word on Clarity through Measurement Multiplicity
A Word on Digital Measurement Challenges
In Summary: Digital Measurement
PART 3 | LESSON 3
Analytics and Dataviz Tools
Key Categories of Digital Analysis Tools
Evaluation Criteria 1: Data Flexibility
Evaluation Criteria 2: Ease of Use
A Word on SQL
A Word on R and Python
A Word on Tools < The Analyst
In Summary: Analytics and Dataviz Tools
PART 3 | LESSON 4
Digital Marketing Maturity
BCG’s View of Digital Marketing Maturity
Bain’s View of Digital Marketing Maturity
Deloitte and MIT Sloan’s View of Digital Marketing Maturity
Benefits of Digital Marketing Maturity
In Summary: Digital Marketing Maturity
PART 4: The Art of Analytics
PART 4 | LESSON 1
Navigating to Your Big Idea
The Four Steps of the Marketing Analytics Process (MAP)
First Step: Plan
Second Step: Collect
Third Step: Analyze
Step Four: Report
‘The Ask Behind the Ask’
In Summary: Navigating to Your Big Idea
PART 4 | LESSON 2
Planning for Your Analytics Expedition
When Objective-Setting Goes Awry
The Six Marketing Objectives
Determining Your Marketing Objective
Prioritizing Objectives
Building an Analysis Plan around Your Objective
A Word on Anchoring Bias
In Summary: Planning for Your Analytics Expedition
PART 4 | LESSON 3
Collecting Data, Data Everywhere
Unstructured Versus Structured Data
Collecting Data
Ensuring Data Quality
A Word on Data Tidying
A Word on Managing Collected Data
In Summary: Collecting Data, Data Everywhere
PART 4 | LESSON 4
Analyzing for Insights
The Five Categories of Marketing Data Analysis
A Word on the Importance of Context
Finding Patterns in Data
Countering Bias in Analysis
In Summary: Analyzing for Insights
PART 5: Storytelling with Data