BS932114:DIGITAL MARKETING AND BRANDING

CONTACT ME

Email
[email protected]
 Data Analytics
Piyaporn Auemsuvarn, Ph.D
28 AUGUST 2023
OBJECTIVES
• The importance of analytics to digital marketing
• What metrics you can and should be tracking
• How to capture web analytics data.
• Techniques and guidelines for analyzing data to
better understand your users.
 DATA ANALYTICS

https://www.google.com/search?q=data+analytics&tbm=isch&ved=2ahUKEwjDyrysldP6AhUPyKACHSrZDgUQ2-cCegQIABAA&oq=data+analytics&gs_lcp=CgNpbWcQAzIECCMQJzIECCMQJzIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEOgYIABAeEAdQ6A1Y6A1g-BdoAHAAeACAAVeIAa0BkgEBMpgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=AcFCY4PGNo-Qg8UPqrK7KA&bih=657&biw
=1366#imgrc=nmINXy9EjKMx2M
 I. WORKING WITH DATA
1. Performance monitoring and trends
-Data analytics is all about monitoring user behavior and
marketing campaign performance over time.
-Look at trends and changes over a set period to encourage a
dynamic view of data instead of a single point of data.
Example: saying that 10% more users converted this month than
last month shows a positive change or trend.

2. Big data refers to truly massive data sets (Volume, Velocity, Variety)

-Measure trends, not absolute figures: The more data you have,
the more meaningful it is to look at how things change over time.
-Focus on patterns: With enough data, patterns over time should
become apparent so consider looking at weekly, monthly or even seasonal flows.
-Investigate anomalies: If your expected pattern suddenly changes,
try to find out why and use this information to inform your actions going forward.

3. Data mining is the process of finding patterns hidden in large numbers and databases
-An automated computer program pulls apart the data and matches it to known patterns
to deliver insights. Often, this can reveal surprising and unexpected results, and
tends to break assumptions.

https://www.google.com/search?q=data+trend&tbm=isch&ved=2ahUKEwjMj_C15cr6AhV2k9gFHT2oBlcQ2-cCegQIABAA&oq=data+trend&gs_lcp=CgNpbWcQAzIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQ6BggAEB4QBToGCAAQHh
AIOgcIABCABBAYUIMMWIMMYM4WaABwAHgAgAFEiAGDAZIBATKYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&sclient=img&ei=Al0-Y8yGMfam4t4PvdCauAU&bih=969&biw=1920&rlz=1C1CHZL_thTH1019TH1019#imgrc=-aZpsOYrVD4jAM

https://www.google.com/search?q=big+data+volume+velocity+variety&rlz=1C1CHZL_thTH1019TH1019&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiA3pzA7sr6AhVuTWwGHT2WDrsQ_AUoAXoECAEQAw&biw=1920&bih=969&dpr=1#imgrc=J1kIHejJj3tJ9M

https://www.google.com/search?q=data+mining&tbm=isch&ved=2ahUKEwjvp9HB7sr6AhUsKbcAHTuNBJ4Q2-cCegQIABAA&oq=data+mining&gs_lcp=CgNpbWcQAzIECAAQQzIECAAQQzIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEOgcIABCABBAYOggIABCA
BBCxAzoHCAAQsQMQQ1DlDFjTJ2D_K2gAcAB4AIABU4gB3QaSAQIxMpgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=i2Y-Y6-2F6zS3LUPu5qS8Ak&bih=969&biw=1920&rlz=1C1CHZL_thTH1019TH1019#imgrc=FdPGfvppoDqI_M
 II. TRACKING AND COLLECTING
DATA
1. Universal analytics (Google’s universal analytics)
• How visitors behave depending on the device they use (browsing for quick ideas on their
smartphone, but checking out through the eCommerce portal on their desktop).
• How visitor behavior changes the longer they are a fan of the brand, do they come back
more often, for longer, or less often but with a clearer purpose?
• How often they’re really interacting with your brand. What their lifetime value and
engagement is.

2. How does universal analytics work?

• Websites
• Mobile apps
• Other digital devices such as game consoles and even
information kiosks

3. How to set up Google Analytics

https://www.google.com/search?q=how+to+set+up+google+analytics&rlz=1C1CHZL_thTH1019TH1019&source=lnms&tbm=vid&sa=X&ved=2ahUKEwi_wqaMu8v6AhW6SWwGHdLNDG8Q_AUoAXoECAEQAw&biw=1920&bih=969&dpr=1

https://www.google.com/search?q=%E0%B8%95%E0%B8%B4%E0%B8%94%E0%B8%95%E0%B8%B1%E0%B9%89%E0%B8%87+google+analytics&rlz=1C1CHZL_thTH1019TH1019&biw=1920&bih=969&tbm=vid&ei=3bY-Y5iAKdiMseMPrd6DkA0&ved=0ahUKEwjY4r-Ou8v6AhVYRmwGHS3vANIQ4dUDCA0&uact=5&oq=%E0%B8%95%E0%B8%B4%E0%B8%94
%E0%B8%95%E0%B8%B1%E0%B9%89%E0%B8%87+google+analytics&gs_lcp=Cg1nd3Mtd2l6LXZpZGVvEAMyBwgAEIAEEBMyBwgAEIAEEBM6BAgAEEM6BQgAEIAEOgYIABAeEAc6CAgAEB4QDxAHOggIABAeEAgQBzoECAAQHlCyCFi-2gVgn-IFaABwAHgAgAFdiAHiBpIBAjExmAEAoAEBwAEB&sclient=gws-wiz-video
 II. TRACKING AND COLLECTING
DATA
4. Gathering data

▪ Real Time: Gives data and shows what is going on within your
site that instant. For instance, you can see how many visitors
are on your site, what pages they are on, and what their
geographical location is in real time.

▪ Audience: This report centers on the people who are on your

site and gives you insight into their characteristics, including
their demographics, interests and behaviors, the electronic
device or browser they use to access your site, and more.

https://www.google.com/search?q=Audience+google+analytics&rlz=1C1CHZL_thTH1019TH1019&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjeh4Ha7M36AhXCR2wGHbIzAnMQ_AUoAXoECAEQAw&biw=1920&bih=969&dpr=1#imgrc=NKuGa_G8fwE9fM
 II. TRACKING AND COLLECTING
DATA
4. Gathering data
▪ Acquisition: Use this report to discover how your users
arrived at your site. For instance, you learn what website users
were on before they came to your site, or what keyword or
keyword phrase they searched for to land on your website.

▪ Behavior: The Behavior reports focus on what people do when

they arrive at your site. This report suite displays information
like what pages users visit, how long they stay on those pages,
and how many people exit that page.

▪ Conversions: You run Conversion reports to determine

whether users are making purchases or completing the goals
you’ve set up, such as subscribing to your newsletter or buying
a product or service.

https://www.google.com/search?q=acquisition+google+analytics&rlz=1C1CHZL_thTH1019TH1019&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiS1deJ7s36AhWDR2wGHTWHAD0Q_AUoAXoECAMQAw&biw=1920&bih=969&dpr=1#imgrc=eky0NkILzklDOM
III. ANALYZING DATA
• In order to test the success of your website, you need to remember the TAO of conversion optimization.

Track – Analyze – Optimize

1. Key elements to analyze and their implications

1) Behavior: Why are users visiting the website?

2) Outcomes: Are visitors completing the goals we want them to?

3) User experience: What are the patterns of user behavior?/How

can we influence them so that we achieve our objectives?
 1) BEHAVIOR
1.1) Click density analysis Looking at a heatmap to see where users are clicking on the site and if there are any
noteworthy ’clumps’ of clicks such as many users clicking on a page element that is not actually a button or link.

Heatmap refers to a data visualization tool that shows levels of activity on a web page in different colors.

1.1.1) Scroll Maps show you

the exact percentage of people
who scroll down to any point on
the page: the redder the area,
the more visitors saw it.

Note: Analytics data cannot give you a definitive answer to why users behave a certain way. It does provide plenty of clues about intent, it’s up to you
to put the pieces together.
 1.1.2) Move Maps track where
desktop users move their mouse as
they navigate the page. The hot spots
in a move map represent where users
have moved their cursor on a page,
and research suggests a correlation
between where people are looking and
where their mouse is—meaning that a
move map gives you an indication of
where people might be looking as they
go through your page.

Note: Analytics data cannot give you a definitive answer to why users behave a certain way. It does provide plenty of clues about intent, it’s up to you
to put the pieces together.
 1.1.3) Click Maps show you an aggregate
of where visitors click their mouse on
desktop devices and tap their finger on
mobile devices (in this case, they are
known as touch heatmaps). The map is
color-coded to show the elements that
have been clicked and tapped the most
(red, orange, yellow).

Note: Analytics data cannot give you a definitive answer to why users behave a certain way. It does provide plenty of clues about intent, it’s up to you
to put the pieces together.
 1.1.4) Desktop and mobile heat
maps help you compare the
performance of your website on
different devices. For example,
content that is prominent on a
desktop page might sit much
further below the fold on a
phone—and you need to see if
interaction differs, and how.

Note: Analytics data cannot give you a definitive answer to why users behave a certain way. It does provide plenty of clues about intent, it’s up to you
to put the pieces together.
 1) BEHAVIOR
1.2) Segmentation

Selecting a smaller group of visitors to analyze, based on a shared characteristic for example, only new visitors, only
visitors from France, or only visitors who arrived on the site by clicking on a display
advert. This lets you see if particular types of visitors behave differently.

1.3) Behavior and content metrics

Analyzing data around user behaviors for example, time spent on site, number of pages viewed, can give a lot of
insight into how engaging and valuable your website is. Looking at content metrics will show you which pages are the
most popular, which pages users leave from most often, and more providing excellent insight for your content
marketing strategy, as well as discovering what your audience is really interested in.
 2) OUTCOME

-100 visitors land on the home page of a website.

-From there, 80 visitors visit the first page towards the goal. This event has an 80%
conversion rate.
-20 visitors take the next step. This event has a 25% conversion rate.
-Ten visitors convert into paying customers. This event has a 50% conversion rate.
 3) USER EXPERIENCE

▪ To determine the factors that influence user experience, you must test and
determine the patterns of user behavior.

▪ Understanding why users behave in a certain way on your website will show you
how that behavior can be influenced to improve your outcomes.
2. FUNNEL ANALYSIS

It is crucial to understanding where problems in a conversion process lie, and helps you to track whether your website is
achieving its ultimate goal.
 FUNNEL ANALYSIS

▪ Event 1: Perform a search for

available dates for hotels in the
desired area.

▪ Event 2: Check prices and

amenities for available hotels.

▪ Event 3: Select a hotel and go to

checkout.

▪ Event 4: Enter personal and

payment details and confirm
booking (conversion).
 FUNNEL ANALYSIS

Hospitality eCommerce site News and content sites (e.g.,

(e.g., www.expedia.com) www.news24.com)

Objective: ▪ Increase bookings ▪ Increase readership and level of

▪ Decrease marketing expenses interest
▪ Increase time visitors spend on
website

Goal: Make a reservation online A minimum time on site

KPIs: ▪ Conversion rate ▪ Length of visit
▪ Cost per visitor ▪ Average time spent on website
▪ Average order value ▪ Percentage of returning visitors
 IV. DATA VISUALIZATION

https://bigdata.go.th/big-data-101/picking-chart-for-data-visualization/
V. TOOLS OF THE TRADE

▪ Google Analytics – www.google.com/analytics

▪ Hotjar – www.hotjar.com

▪ AWStats – https://awstats.sourceforge.io/

▪ GoSquared – www.gosquared.com

▪ Kissmetrics – www.kissmetrics.com

▪ Clicky – https://clicky.com/
REFERENCES
-Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies. John
Wiley & Sons.
-Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital
world. Quirk eMarketing.
Q & A
 ASSIGNMENT

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