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Digital Marketing Analytics in Practice Module 3

Module 3 of the Digital Marketing Analytics course focuses on the analytics process through the Bellabeat case study, which highlights planning, data collection, analysis, and reporting. It emphasizes the ease of data collection using tools like Google Dataset Search and the importance of data accuracy and visualization in identifying trends. The reporting phase involves refining visual presentations to enhance clarity and communication of insights.

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3 views

Digital Marketing Analytics in Practice Module 3

Module 3 of the Digital Marketing Analytics course focuses on the analytics process through the Bellabeat case study, which highlights planning, data collection, analysis, and reporting. It emphasizes the ease of data collection using tools like Google Dataset Search and the importance of data accuracy and visualization in identifying trends. The reporting phase involves refining visual presentations to enhance clarity and communication of insights.

Uploaded by

vinaytomar.10.gis
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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DIGITAL MARKETING ANALYTICS IN PRACTICE

MODULE 3:

❖ Lesson 3-0.1: Module 3 Introduction


➔ Case study-Bellabeat: (Plan, collect, analyze, report)
-Bellabeat is a high-tech company specializing in designing products for women, with their
flagship product being the Shell, allowing expecting mothers to hear their baby's heartbeat
through a Bluetooth connection to their phone.
-Bellabeat gained attention when Ashton Kutcher and Mila Kunis used the Shell to announce
their pregnancy, generating significant publicity for the company.
-In addition to the Shell, Bellabeat offers other products like Balance, a Bluetooth scale, and
Leaf, an activity tracker designed to resemble jewelry.
-Bellabeat products focus on elegant design and functionality, tailored to fit the lifestyle of active
women.
-The Bellabeat case study will illustrate the four steps of the analytics process: planning, data
collection, data analysis, and building reports, showcasing how these steps are implemented in
a real-world scenario.

❖ Lesson 3-1: Plan

❖ Lesson 3-2: Collect


- Ease of Data Collection: Demonstrating the simplicity of finding data today, especially with the
abundance of information available online.
- Utilization of Google Dataset Search Tool: Using tools like Google Dataset Search to locate
relevant datasets, such as "tech adoption over time."
- Accessing Open Datasets: Finding open datasets related to technology adoption rates in
companies worldwide for various years, allowing for easy download and utilization.
- Data Handling and Analysis: After downloading the data, it can be compiled and organized into
a dataset using applications like Excel or Google Sheets.
- Ensuring Data Accuracy: Emphasizing the importance of diligence in handling data to avoid
errors during the compilation process.
- Potential Tools for Data Analysis: While Excel or Google Sheets suffice for handling the dataset
at this stage, more complex datasets might necessitate tools like SQL or R for analysis.

❖ Lesson 3-3: Analyze


-Utilizing line graphs to compare the adoption rates of various technologies over time.
-The initial graph may appear messy or unrefined, but its purpose is solely for the analyst to
identify trends and insights.
-Line graphs enable analysts to quickly identify important data points and discern which trends
are significant.
-This step involves analyzing the visual representation of the data to determine key insights and
trends.
-The visualization helps in identifying which data points are essential for storytelling and which
can be disregarded.
-Iterative analysis allows for refinement of the visualization and selection of relevant data points
for storytelling purposes.

❖ Lesson 3-4: Report


-Refinement of Visual Presentation: The initial visual created for internal analysis lacked clarity
and polish, requiring enhancements before presentation to clients.
-Improvements Made: Several improvements were made to the initial visual to enhance clarity
and communication of the story.
-Reduction of Data Clutter: Unnecessary data was removed to eliminate clutter and focus on the
essential elements of the story.
-Addition of Headline and Subtitle: A clear and succinct headline was added to inform the
audience about the content of the visual, followed by a subtitle summarizing the key insight.
-Optimized Labeling: Labels were strategically placed for easy understanding, including
horizontal alignment of text for readability and clear labeling of axes.
-Contextual Information: Contextual information, such as the meaning of the years on the
horizontal axis, was provided to ensure audience comprehension without requiring inference.
-Avoidance of Distractions: Design elements were carefully positioned to avoid drawing attention
away from the primary data.
-Direct Data Labeling: Individual data elements were directly labeled, eliminating the need for a
separate key and facilitating easy interpretation.
-Utilization of Iconography: Iconography was incorporated to reinforce messages and enhance
visual appeal.
-Overall Improvement: The refined chart effectively communicates the story, utilizes contrast
effectively, and demonstrates sophisticated execution with attention to detail.

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