DIGITAL MARKETING
ESSENTIALS
CH A P T E R 1
Dr. Atefeh Yazdanparast
Digital
Marketing
Analytics
Digital
Marketing
Marketing
ELEMENTS OF DIGITAL MARKETING
ANALYTICS
When using advanced analytics in digital marketing, you can
look at individual problems or aspects of your customer
journey in order to gain useful, actionable insights.
Content Marketing Search Engine Optimization Display Advertising
Social Media Marketing Email Marketing Search Advertising
DIGITAL MARKETING ANALYTICS
TOOLS
• How many people visit my website?
• Where do my visitors live?
• What websites send traffic to my website?
• What marketing tactics send most traffic to my website?
• Which pages on my website are most popular?
• How many visitors have I converted into paying customers
or leads?
• What blog content to my visitors like the most?
DIGITAL MARKETING ANALYTICS
TOOLS
• The goal is to improve customer experience, engage new
audiences, and/or convert more of the consumers you’re
engaging with into paying customers.
BENEFITS OF DIGITAL MARKETING
ANALYTICS
• Determine which marketing channels are not performing
well
• Tracking business goals online
• Treat data as a strategic asset
• Make data-driven decisions
• Improve and optimize your Website and other digital
properties
DIGITAL MARKETING ANALYTICS
Internet: Worldwide network of computer networks built
on common standards
• Created in late 1960s
• Services include the Web
Internet picture by Opte
THE INTERNET TECHNOLOGY
Three important concepts:
• Packet switching
• TCP (transmission control protocol)/IP (Internet protocol)
• Client/server computing
PACKET SWITCHING
Computers use the binary code (0 and 1) instead of
alphabet letters
• For example, “A” is represented digitally as: 01000001
• Bit is a single binary value (0 or 1)
• 8 bits = 1 byte
• 1500 bytes = 1 packet in packet switching
PACKET SWITCHING
TCP/IP
Transmission Control Protocol (TCP):
• Establishes connections among sending and receiving Web
computers
• Handles assembly of packets at point of transmission, and
reassembly at receiving end
Internet Protocol (IP):
• Provides the Internet’s addressing scheme
• Example: 192.168. 10.10
DOMAIN NAME, DNS, URL
Domain name
• IP address expressed in natural language
Domain name system (DNS)
• Allows numeric IP addresses to be expressed in natural language
Uniform resource locator (URL)
• Address used by Web browser to identify location of content on the
Web
• For example: http://www.amazon.com/
THE HIERARCHICAL DOMAIN NAME
SYSTEM
URL
COOKIES FOR PERSONALIZATION
STATIC VS. DYNAMIC LANGUAGES
WEB BROWSERS
Desktop Internet browsers estimated
usage in the US
HTTP
WEB HOSTING
WEBSITE SUCCESS
DIRECT TRAFFIC SOURCES
REFERRAL TRAFFIC TYPES
SEARCH TRAFFIC
AMAZON’S CONVERSION
REVENUE
WEBSITE SUCCESS FRAMEWORK
Can be used for all types of websites (not just electronic
retail websites).
Consider:
• Why people visit a website, and
• How can the website make money
FIVE PRIMARY REVENUE MODELS
If you have any questions, please
do not hesitate to contact me.
Thank you!