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Digital Marketing Essentials Chapter 1 Slides

The document outlines the essentials of digital marketing analytics, emphasizing the importance of using advanced analytics to gain actionable insights into customer journeys. It discusses various tools and benefits of digital marketing analytics, such as improving customer experience and making data-driven decisions. Additionally, it covers foundational concepts of the internet, including packet switching, TCP/IP, and the domain name system.
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0% found this document useful (0 votes)
35 views34 pages

Digital Marketing Essentials Chapter 1 Slides

The document outlines the essentials of digital marketing analytics, emphasizing the importance of using advanced analytics to gain actionable insights into customer journeys. It discusses various tools and benefits of digital marketing analytics, such as improving customer experience and making data-driven decisions. Additionally, it covers foundational concepts of the internet, including packet switching, TCP/IP, and the domain name system.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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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!

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