Marketing Analytics

Marketing Analytics
• Marketing analytics involves the practice of measuring, managing,
and analyzing marketing performance to maximize its effectiveness
and optimize return on investment (ROI). It helps businesses
understand the impact of their marketing efforts and make data-
driven decisions
Key Components
• Data Collection
• Data Analysis
• Metrics and KPIs (Key Performance Indicators)
• Tools and Techniques
• Reporting and Visualization
Data Collection
• Digital Data: Includes data from websites, social media, email
campaigns, online advertising, and mobile apps.
• Offline Data: Encompasses data from in-store purchases,
events, print media, and other traditional marketing channels.
Data Analysis
• Descriptive Analytics: Summarizes past marketing performance, such
as sales reports, click-through rates, and conversion rates.
• Predictive Analytics: Uses historical data to predict future outcomes,
such as customer behavior trends and sales forecasts.
• Prescriptive Analytics: Recommends actions to optimize marketing
strategies based on predictive models and other analyses.
Metrics and KPIs (Key
Performance Indicators)
• Common metrics include customer acquisition cost (CAC), customer
lifetime value (CLV), return on marketing investment (ROMI), and
engagement metrics (likes, shares, comments).
Tools and Techniques
• Analytical Tools: Software like Google Analytics, Adobe Analytics, and
CRM systems.
• Statistical Techniques: Regression analysis, clustering, and machine
learning algorithms.
Reporting and Visualization
• Creating dashboards and reports that present data in an
understandable format for stakeholders.
• Tools like Tableau, Power BI, and Google Data Studio are commonly
used for visualization.
Google Analytics
 Google Analytics

• Free service offered by Google

• Most widely used website statistics service
• Provides statistics and reports about visitors and transactions on a website.
• At a glance dashboard view as well as detailed reports.
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Overview
What is Google
Analytics ? is a free Web analytics service that provides statistics and basic analytical tools for
Google Analytics
search engine optimization (SEO) and marketing purposes. The service is available to anyone with a
Google account. Google launched the service in November 2005 after acquiring Urchin. Google Analytics
is now the most widely used web analytics service on the Internet.
Google Analytics

Measurement,
Google Collection & Improve Online
Analytics Analysis Presence
 Basic Understanding

• In marketing, we have the concept of a purchase funnel. There are different stages within the funnel
that describe customer interactions. A basic purchase funnel includes the following steps:
✔ Acquisition involves building awareness and acquiring user interest
✔ Behavior is when users engage with your business
✔ Conversion is when a user becomes a customer and transacts with your business

• We can track what online behavior led to purchases and use that data to make informed decisions
about how to reach new and existing customers.
 How Google Analytics work?

• Tracking a Website

• To track a website, you first have to create a Google Analytics account. Then you need to add a
small piece of Javascript tracking code to each page on your site.
• Every time a user visits a web page, the tracking code will collect anonymous information about
how that user interacted with the page.
• The tracking code could show how many users visited a page or how many users bought an item
by tracking whether they made it to the purchase confirmation page.
 Javascript Tracking Code
• Establish a User ID and password at google.com/analytics
• To find the tracking ID and code snippet:
✔ Sign in to your Analytics account.
✔ Click Admin.
✔ Select an account from the menu in the ACCOUNT column.
✔ Select a property from the menu in the PROPERTY column.
✔ Under PROPERTY, click Tracking Info > Tracking Code.

• Once you have successfully installed the Analytics tracking code, it can take up to 24 hours for data
such as traffic-referral information, user characteristics, and browsing information to appear in your
reports.
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Google Analytics will give you a tracking code for your website, which is a snippet of JavaScript

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used for account verification and the collection of user browsing data. This is what tracking code
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will look like:

Insert this code manually into your website or use a plugin if you’re on WordPress. And that’s it,
you’ve just set up your Analytics account!
Google Analytics Layout
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Sessions: A session is a group of interactions that take place on your website within a given time frame.
Users: The Users metric indicates the total number of unique visitors who have viewed or interacted with your website.
Page Views: A page view is simply defined as a view of a page on your site that is being tracked by the Analytics
tracking code.
Pages / Session: This is the number of pages that your users are visiting on average per session.
Avg. Session Duration: Average session duration is calculated as the total duration of all sessions (in seconds) /
number of sessions. Bounce Rate: a user lands on a page of your website and then leaves it without browsing
“b ”. B :
any further, the user is said to have
rate is the percentage of users who bounce from your website.
% New Sessions: Percent of new sessions is just the percentage of sessions generated by new visitors on your
 Navigating Google Analytics
• Left-hand navigation
• To navigate between reports, you’ll use the navigation on the left. Clicking on each of these sections
will expose the reports that belong to each section.
 Navigating Google Analytics
• Real-Time Reports
• Real-Time reports let you look at live user behavior on your website including information like where
your users are coming from and if they’re converting.

• Audience Reports
• Audience reports show you characteristics about your users like age and gender, where they’re
from,
their interests, how engaged they were, whether they’re new or returning users, and what
technology they’re using.
 Navigating Google Analytics
• Acquisition Reports
• Acquisition reports show you which channels (such as advertising or marketing
campaigns) brought
users to your site. This could include different marketing channels such as:
• "Organic” (or unpaid search)
• “CPC” (“cost per click” or paid search)
• “Referral” (traffic that comes from another website)
• “Social” (from a social network)
• or “Other,” (a group of low volume traffic sources)
 Navigating Google Analytics
• Behavior Reports
• Behavior reports show how people engaged on your site including which pages they viewed, and
their landing and exit pages. With additional implementation, you can even track what your
users searched for on your site and whether they interacted with specific elements.

• Conversion Reports
• Conversion reports allow you to track website goals based on your business objectives.

• Admin
• The Admin section contains all of your Google Analytics settings such as user permissions, tracking
code, view settings, and filters.
 Understanding Overview Reports
• Metrics
• There are a number of helpful metrics beneath the line graph:
• “Sessions” are the total number of sessions for the given date range.
• “Users” are the total number of users that visited for the given date range,
• “Pageviews” are the total number of times pages that included your Analytics tracking code were
displayed to users. This includes repeated viewings of a single page by the same user.
• “Pages per session” is the average number of pages viewed during each session. This also
includes repeated viewings of a single page.
• “Average session duration” is the average length of a session based on users that visited your site
in
the selected date range.
• “Bounce rate” is the percentage of users who left after viewing a single page on your site and taking
no additional action.
• “Percent of new sessions” is the percentage of sessions in your date range who are new users to
your site.
Basic Reporting
Audience
Reports
• Overview
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The Audience report in Google Analytics gives you a detailed analysis of the users visiting
your website. The Overview tab gives you an overall picture of your website’s audience
and their activity
Audience
Reports
• Active Users

• This shows how many users had a least one session on your site in the last day, seven
days, 14 days, and 30 days.
• Called as “site reach” or “stickiness.”
• If your marketing activities and site content encourage users to visit and return to your
site, the active users in each time frame should grow.
Audience Reports
 Audience Reports

• Demographics and Interests reports

• The “Demographics” reports provide information about the age and gender of your users.
• The “Interests” reports show your users’ preferences for certain types of web content
like technology, music, travel, or TV. This information is useful in two ways.
– First, if you know your target audience, it can help verify that you’re reaching the right
people.
– Second, it can help guide decisions about your marketing and content strategy.

• Enable advertising features in the “Demographics and Interests” reports for each property.
– Go into the “Admin” tab under “Property“
– Select “Property Settings”
– Under “Advertising Features”
– Set “Enable Demographics and Interest Reports” to on.
Audience Reports
 Audience Reports

• Technology and Mobile reports

• The “Technology” and “Mobile” reports can help you understand what technologies your
audience uses to consume your site content.
• The “Devices” report lets you see additional details about the devices used to browse your
site.
• This includes the mobile device name, brand, service provider, input selector, operating
system, and other dimensions like screen resolution.
• These reports can give your developers and designers direction on how to create a mobile-
optimized
experience to best suit your users.
Audience Reports
Audience Report Analysis

• Max Visitors By – Age, City, Browser (Top 2)

• Top Conversion – Device Type, Location, Browser
• Max Bounce – Browser, Browser Version, City, Age, (Top 2)
• Which Smartphone Got Max Visits , Max Conv.
• Which Service Provider is Used in Top 3 Cities
Acquisition Reports

• Acquisition Reports
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The Acquisitions report gives you a detailed overview of where your traffic is originating from such as
organic search, direct, social, referral, or email. Using the tabs inside the Acquisition report, you can
dig deeper into the individual traffic sources and view them by channel, source/medium, and more.
 Acquisition Reports

• Acquisition reports can provide insight about how users get to your website, and how well your
digital marketing and advertising works across different channels like email, search, and display ads.
• Acquisition reports is used to compare the performance of different marketing channels and discover
which sources send you the highest quality traffic and conversions.
• This can help you make better decisions about where to focus your marketing efforts.
• When a user lands on your site, the Google Analytics tracking code automatically captures several
attributes (or dimensions) about where the user came from.
Acquisition Reports
• Some common examples of mediums are:

• Is used to identify traffic that arrived on your site through

Organic unpaid search like a non-paid Google Search result.

• Indicates traffic that arrived through a paid search campaign

CPC like Google AdWords text ads.

• It is used for traffic that arrived on your site after the user
Referral clicked on a website other than a search engine.

• represents traffic that came from an email marketing

Email campaign.

• is applied for users that come directly to your site by typing

Direct your URL directly into a browser.
 Acquisition Reports
• “Source” provides more information about the medium.
• For example, if the medium is “referral,” then the source will be the URL of the website that
referred
the user to the site.
• If the medium is “organic,” then the source will be the name of the search engine such as
“google.”
• Traffic should be “high quality,” meaning that users who arrive from a source engage
with the website or complete a conversion.
• A good indicator of traffic quality can be bounce rate.
• We can click into the comparison view and select the metric “bounce rate” to compare
bounce rate
for each source/medium combination to the site average.
 Acquisition Report’s Analysis

• Max Visitors By – Top 3 Channels

• Top Conversion – Top 2 Channel
• Max Bounce – Source
• Top 3 Referral’s
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The Behavior report captures and displays what visitors do on your website, the pages
they visit, and what actions they take while on those pages. The Overview shows you
how many Page Views your site received in the selected time range along with some
other metrics
Behavior Report’s Analysis

• Top 3 Pages – Where Time Spent is > 2 Min

• Top 2 Page with
• Max Bounce
• Max Exits
• Top 2 Pages where User Lands
• Top 3 Pages with Max. Load Time
 Conversion Tracking

• Ad campaigns like SEO, Paid Search, or Social

Advertising can be an effective way to bring
users to your website and grow your
business.

• When running a marketing campaign outside

of AdWords, you can manually add Custom
Campaign tags to marketing URLs that let
Google Analytics track the impact of that
campaign.
Social Media Analytics
Meaning
• Social media analytics involves the process of collecting data from
social media platforms and analyzing it to make business decisions.
• It helps organizations understand the performance of their social
media activities, the behavior and preferences of their audience, and
the effectiveness of their marketing campaigns.
Key Metrics
Engagement
• Likes: The number of times users like a post.
• Comments: The number of comments on a post, indicating user
interaction and interest.
• Shares/Retweets: The number of times users share or retweet a post,
showing content spread and reach.
• Reactions: Different types of reactions (like, love, wow, etc.) on
platforms like Facebook.
Reach
• Impressions: The total number of times a post is displayed, regardless
of whether it was clicked or not.
• Reach: The number of unique users who have seen a post.
Audience Growth
• Followers/Subscriptions: The number of users who follow or
subscribe to a profile or page over time.
Click-Through Rate (CTR)

• The percentage of users who click on a link in a post compared to the

total number of users who view the post.
Conversion Rate:

:
• The percentage of users who take a desired action (e.g., making a
purchase, signing up for a newsletter) after clicking on a post.
Contd..

Sentiment Analysis:
• The analysis of the tone and emotion in user comments and posts to determine the
overall sentiment (positive, negative, neutral) towards a brand or topic.

Share of Voice:
• The percentage of conversations about a company or brand compared to the total
conversations about similar companies or brands in the same market.

Customer Response Rate:

• The rate at which a brand responds to user comments, messages, or inquiries on social
media.
Contd..
Bounce Rate:
• The percentage of users who click on a link in a post and then leave
the website without interacting with it further.

Virality Rate:
• The rate at which content is shared and spreads across social media
platforms, calculated by dividing the number of shares by the number
of impressions.
Youtube Analytics
• YouTube Analytics is a tool provided by YouTube to help content
creators and channel managers understand how their videos are
performing on the platform.
• It offers a range of metrics and data that can be used to gauge
audience engagement, video reach, and overall channel performance.
Key Metrics in Youtube Analytics
Views:
• The total number of times a video has been watched.

Watch Time:
• The total amount of time, in minutes, that viewers have spent watching your
videos. This metric helps assess the overall engagement of your content.

Average View Duration:

• The average length of time viewers watch your videos. This can indicate how
engaging your content is and whether viewers are watching through to the end.
Contd..
Audience Retention:
• This shows how well your video retains viewers over its duration. It includes a graph that
shows when viewers drop off, helping to identify which parts of your video are most or
least engaging.

Traffic Sources:
• This metric indicates where your viewers are coming from, such as YouTube search,
suggested videos, external websites, social media, or direct links.

Demographics:
• Information about the age, gender, and geographic location of your viewers. This helps
tailor content to your target audience.
Engagement

• Likes and Dislikes: The number of likes and dislikes your videos
receive.
• Comments: The number of comments on your videos, indicating
viewer interaction and engagement.
• Shares: The number of times your video has been shared across
various platforms.
 Digital Marketing
Strategies and Their
ROI
SEO
• Search Engine Optimization (SEO)

• Description: Optimizing your website to rank higher in search engine

results pages (SERPs) to increase organic (free) traffic.
• Key Activities: Keyword research, on-page optimization, content
creation, link building.
• ROI Considerations: SEO is a long-term strategy with gradual ROI,
highly dependent on the competitiveness of the industry and the
effectiveness of the SEO efforts. Metrics include organic traffic
growth, keyword rankings, and conversion rates.
PPC Advertising
• Pay-Per-Click (PPC) Advertising
• Description: Paying for ad placement on search engines or other
platforms. Advertisers pay a fee each time their ad is clicked.
• Key Activities: Keyword bidding, ad creation, targeting, budget
management.
• ROI Considerations: PPC can provide quick returns but requires
continuous investment. ROI is calculated by comparing the cost of the
ads to the revenue generated from the clicks. Metrics include cost per
click (CPC), click-through rate (CTR), and conversion rate.
Content Marketing
• Content Marketing
• Description: Creating and distributing valuable, relevant, and
consistent content to attract and engage a target audience.
• Key Activities: Blogging, video creation, infographics, ebooks,
whitepapers.
• ROI Considerations: Content marketing builds brand authority and
drives organic traffic over time. ROI is measured by the increase in
website traffic, lead generation, and engagement metrics such as time
on page and social shares.
Social Media Marketing
• Social Media Marketing
• Description: Using social media platforms to promote products,
services, or content.
• Key Activities: Posting content, running ads, engaging with followers,
analyzing metrics.
• ROI Considerations: Social media ROI can be immediate or long-term,
depending on the campaign. Metrics include engagement rates,
follower growth, referral traffic, and conversions from social media.
E mail Marketing
• Email Marketing

• Description: Sending targeted messages to a group of people via

email.
• Key Activities: List building, creating email campaigns, segmentation,
A/B testing.
• ROI Considerations: Email marketing can offer a high ROI due to its
low cost and direct access to the audience. Metrics include open
rates, click-through rates, conversion rates, and unsubscribe rates.
Affiliate Marketing
• Affiliate Marketing
• Description: Partnering with other businesses or individuals to
promote your products in exchange for a commission on sales.
• Key Activities: Recruiting affiliates, providing marketing materials,
tracking sales and commissions.
• ROI Considerations: Affiliate marketing typically provides a good ROI
as you only pay for actual sales. Metrics include the number of
affiliate-driven sales, the average order value, and the cost per
acquisition (CPA).
Influencer Marketing
• Influencer Marketing
• Description: Collaborating with influencers to reach their audience
with your brand message.
• Key Activities: Identifying and partnering with influencers, creating
collaborative content, measuring campaign performance.
• ROI Considerations: Influencer marketing can be effective in building
brand awareness and trust. ROI metrics include engagement rates,
follower growth, website traffic, and sales generated from the
influencer’s audience.
Measuring ROI
• Setting Goals and KPIs
• Clearly define what success looks like for each strategy. Common
goals include increasing traffic, generating leads, improving sales, and
enhancing brand awareness.
• Key Performance Indicators (KPIs) should be specific, measurable,
attainable, relevant, and time-bound (SMART).
• Tracking and Analytics Tools
• Use tools like Google Analytics, SEMrush, Ahrefs, social media
insights, and email marketing platforms to track performance.
• Implement conversion tracking to measure actions taken by users,
such as purchases, sign-ups, and downloads.
• ROI=( Investment/Net Profit))×100
• Example: If you spent $1,000 on a PPC campaign and generated
$2,500 in revenue, the net profit is $1,500.
• Interpreting Data and Making Adjustments
• Analyze data to identify trends, strengths, and weaknesses.
• Use insights to optimize campaigns, adjust strategies, and improve
future performance.
Online Reputation
Management
Online Reputation Management

Do You Know What People Are Saying

About Your Business Online?
What is Online Reputation
Management?

Online Reputation Management

Online reputation management

(or monitoring) is the practice of
monitoring the Internet reputation of a
person, brand or business, with the goal
of suppressing negative mentions
entirely, or pushing them lower on
search engine results pages to decrease
their visibility.
 Did You Know?...

As per “Social Shopping Study” ,50% of consumers

spend 75% or more of their total shopping time
conducting online product research?

70% of Consumers Trust Other Consumer

Opinions that are Posted Online
Why ORM Important?

Your Prospects Are Online Your

Competitors Are Online Your
Customers Are Online

… That Includes Your UNHAPPY

Customers
The Internet Has Changed EVERYTHING
Before the Internet, Businesses Controlled Their
Messages via One-way Communication Channels

Thanks to the Internet, EVERYONE Controls the

Message via Blogs, Social Media, and Customer
Reviews
What Are People Saying About
Your Business?
Blogge Foru
rs ms

Your
Company’s
Online
Reputation
Former Soci
Employe al
es Medi
Custom
a
er
Review
s
Online Reputation is Even
Crucial for the BIG companies
 Negative Effects of a Bad
Online Reputation

Bad Unresolved
Bad
Customer Customer
Reputation
Experienc Issues
e

LOST
REVENUE
Negative Effects of a Bad Online
Reputation

 Could Lose Existing Customers

 Difficulty Getting New Customers

 Business Can Suffer Financial Loss

 Positive Effects of a Good Online
Reputation

 Retain Existing Customers

 Easier to Get New Customers

 Maintain a Positive Brand Image

 How to Maintain Your Reputation

1. Be PROACTIVE instead of REACTIVE

2. Monitor Online Conversations About Your Business

3. Respond and Interact with Consumers Online

4. Create and Distribute POSITIVE Content Regularly

 Actively Seek Reviews

 Actively Seek Reviews from Satisfied Customers

• Boost Conversions

• Provide Feedback about Your Product or Service

• Consumers TRUST and EXPECT Online Reviews

 How to Get Customer Reviews

 Offer an Incentive in Exchange for Reviews

• Coupons, Discounts, Free Samples, etc.

 Ask Customers to Review Products by Placing a

Calls to Action on Your Product Pages

 Send Customers to Your Business Listings on

Google Places, Yelp, CitySearch, and Others

 Link Your Business Listing Profiles to Your Website

 Create Positive, Branded Content

 Flood the First Page of the Search Engines with

Positive, Branded Content

• Well-Ranked Website

• On-Going Search Engine Optimization (SEO)

• Articles, Videos, Press Releases, Photos, etc.

• Tips, Tools, Helpful Tutorials, and Other Useful

content
Monitor Online Conversations

Find Out What People Are Saying

About Your Business

 Do a Google Search for Your Business

Name… What Comes Up?

 Check Articles, Blogs, Forums, and

Customer Review Sites

 Frequently Check Your Own Blog / Website

for Comments

 Pay Close Attention to the Social Network

Sites
 Respond and Interact

 Listen to What People are Saying

 Respond to Both Positive and Negative

Comments

 Be Respectful and Display a Helpful, Friendly

Demeanor

 Always Quickly Offer a Solution any Problems

 Why Respond and Interact?

 Builds Relationships

 Allows You to Actively Manage and Control Your

Brand

 Shows that You Care

 Allows Other People to See Your Point of View

How to Improve Your Reputation

Already Have Some Negative Online

Comments and Reviews?
 Make Brand Optimization Your Main Focus

 Use SEO to Drive Down the Negativity

 Create and Submit Press Releases, Articles,

and Videos

 Create a Blog and Submit Fresh, Unique

Content Regularly

 Engage in Social Media and Build a Loyal

Following
 How to Improve Your Reputation

 Ask for Negative Reviews to be Removed

 Don’t Ignore Your Unhappy Customers

• Promptly Address Issues

 Know When to Walk Away

 Don’t Argue with Customers

 Can’t Please Everyone

ORM Tools
UberVU ORM Tool

As one of the top-rated ORM Tools, UberVU shows brands what they
need to know, now. It dissects and analyzes your brand’s complete web-
based social networking information to indicate insights like stories,
patterns, influencers, etc. you can use in real time.
Intended for the Social Media Advertisers, UberVU is quite easy to set up
and implement. It is a paid Online Reputation Management Tool. Each
account of UberVU incorporates unlimited clients, notices along with free
training, support and setup facilities. It even gives free trial to its clients.
The noticeable features of UberVU includes real-time reaping of Data,
easy engagement, direct administration of Twitter and Facebook,
collaboration among colleagues, etc.
Radian6 Online Reputation Management Tool

Radian6 is an incredible Online Reputation Management Tool that manages your

reputation on the web-based social networking space, and furthermore, it helps you
connect with your target audiences across different stages.
On the off chance that you are a notable brand and a great deal of web-based social
networking discussions are going around the globe or in a particular location, and you
might want to quantify market sentiments about your business- In all such times,
Radian6 is an exceptional tool that fulfills all such requirements.
Radian6 is considered ideal for an independent small company. In any case, if you have a
prerequisite for vast scale monitoring and you likewise have the spending plan as well,
you can opt for this one. Be that as it may, it even gives a free trial also to its clients.
Some of the noticeable features of Radian6 are Excel Add-in, Real-time dashboard,
Engagement console and its sales force chatter support, Management of online social
discussions, etc.
Reputation Defender ORM Tool

Regardless of whether you are hoping to enhance your organization’s

online reputation or your own, Reputation Defender has the best
Reputation Management alternatives accessible to fit your needs.
One of the most reputed Online Reputation Management Tools that
can expel flaws from your online presence. It has some expertise in
SEO and offers an extensive variety of SEO practices as well that
keeps your business’ reputation solid.
Some of the noticeable features of Reputation Defender are Personal
marketing machine, Monitor your reputation, Helps you possess your
own online character, Track your reputation, etc.
Visible ORM Tool

It is considered as one of the best Online Reputation Management Tools for
advertisers, offices, research groups and some other enterprise department
hoping to learn and take an interest in managing their online reputation with
their broadened groups on the web.
Brands that want to stay pertinent, tune in to open feedbacks, give
administration to their clients, and message in new and intriguing ways that
resound with clients and help them utilize Visible Intelligence to both inform
and enhance their business.
Web-based social networking is moving at great speed, and this ORM tool
gives you a chance to remain side by side with the market. Some of its
noticeable features are listening, tracking brand buzz, accessing consumer
sentiments and it is an all-in-one Platform and interface.
Sentiment Metrics ORM Tool

Sentiment Metrics helps you screen what is being said in regards to you,
your brand and your items crosswise over online journals, discussions,
blogs and news locales. The reports you’ll get by utilizing this ORM tool
concentrate on sentiment, which lets you know whether online-discussions
about you is positive, negative or unbiased.
The reports have decent visual diagrams and you can separate them by
age, gender and area. One of the enormous differentiators and advantages
of utilizing this ORM tool is that you get email cautions sent to you at
whatever point you have terrible press.
Top features of Sentiment Metrics are Easy design, Collaboration among
colleagues, Sentiment benchmarking and it also easily identifies
influencers.
Mention Online Reputation Management Tool

It is best in monitoring the web, including the Social Media Channels, to
keep you educated each time someone specifies your name, image or target
keywords, and its easy to use interface makes it simple to utilize as well.
At the point when Mention spots that someone discusses about you or your
brand, you can in a split second observe this through one of its applications
(Web, Desktop, iPhone or Android).
Then again, you can get every day summary alerts, which demonstrate to
you the notices for a specific day. It has free as well as paid plans named as
lite, ace and enterprise.
Top ORM features of Mention are Collaboration among colleagues, real–
time alarms, and Track notices of your keywords along with engagement on
the go.
Brandseye ORM Tool

Brandseye gives close continuous input about online discourses

including your organization name, brands, campaigns and
representatives. Notices can be conveyed by means of email, SMS,
RSS or Twitter in case of a potential emergency, and the product
likewise gives a repute score that lets you to gauge the strength of
your online reputation regarding yourself and your rivals.
The product can be designed by more than 40 factors, including
dialect, nation, sort of media, and brand pertinence.
Top features of Brandseye include detailed reports about rivals and
online discussions, online notices along with full automation and
reputation score.
Attentio ORM Tool

• The Attentio ORM Dashboard is an online web-based social

networking monitoring platform that gives you the tools to
accomplish a top to bottom comprehension of who is writing about
your image, what are they writing, which web-based Social Media
Channel produces the most buzz for your brand and how the online
discussion advances after some time.
• Some noticeable features incorporated by Attentio ORM Tool are
analytics, segmentation, live charts, sentiment analysis, etc.
Google’s Me on the Web ORM Tool

Google releases ‘Me on the Web’ tool to help marketers monitor

their web identity. It is a component of Google Dashboard and it
allows marketers to set up custom Google Alerts for mentions of your
name or email address in online content.
Additionally, ‘Me on the Web Google’ offers tips and resources that
assist you monitor and control your online identity. With its help, you
can get informed when your own information shows up on the web.
You can utilize ‘Me on the Web’ to alarm you when your own
information–say, your email address or telephone number–gets
distributed on the web.
Trackur Online Reputation Management Tool

Trackur filters a huge number of sites including Social Media

Channels, web journals, discussions, blogs, news sites and media
sharing destinations.
It offers an adaptable pricing structure, which is directly proportional
to your use to address the necessities of both individual and
enterprise clients. It gives 10 trials for its clients before they settle on
the choice of which plan they need to choose.
Some noticeable features of Trackur are Executive Insights, The
broadest social media coverage, Influence and sentiment analysis and
it provides Data on your way.
How to Nurture ORM?
Don’t be defensive: Defending a mistake when someone
genuinely expresses his or her dissatisfaction is the worst thing
to do.
A dissatisfied customer really wants the experience of ‘being
heard’ more than anything else.
My experience is that the moment we acknowledge our
mistake and promise to take action, the person who has expressed
that concern gets quiet.
If you can’t do that then be prepared to encounter a never-ending
war of words. The smart thing to do is respond promptly and
take responsibility.
Be Easy to Reach

If you have a clearly communicated and easily approachable channel

for your customers to reach you, the chances of them contacting you
first for the resolution of their problem is higher.
Be Involved in Social Media
• Given that more and more people are going to express their opinions
on social media channels such as Facebook and Twitter, it is important
that a brand is actively engaging with its customers on these
channels.
• It will help the brand in fulfilling various objectives like, listening,
resolving a problem and leveraging search engine optimization, or
SEO.
Use Satisfied Customers as
Brand Ambassadors
• Your satisfied customers are the best people to help you build a
strong reputation online. Although you should always be on your toes
to deal with negative conversations about your brand, you
also have to encourage satisfied customers to spread their
positive opinions. This would include highlighting live testimonials on
various social media.
Leverage Search Engine
Optimization
• SEO is the process of getting your website or other online
channels ranked high on search engines when people search for
relevant terms related to your organization. A brand can leverage
SEO to get better results about it ranked high on search engines.
However, please note that SEO can help only when you employ the
other tactics successfully
 Use of Apps and
Gamification in Digital
Marketing
• In the digital age, businesses constantly seek innovative ways to
engage customers, enhance brand loyalty, and boost sales.
• Two prominent strategies that have gained traction are the use of
mobile apps and gamification.
• In India, a rapidly growing digital market, these strategies have been
effectively employed across various sectors, including e-commerce,
banking, education, and entertainment.
• Enhanced Customer Engagement
• E-commerce Giants: Platforms like Flipkart and Amazon India use
their apps to provide personalized shopping experiences, including
tailored recommendations, exclusive app-only deals, and notifications
about sales events. This constant engagement helps retain customers
and increase sales.
• Food Delivery Services: Swiggy and Zomato leverage their apps to
offer real-time order tracking, personalized meal suggestions, and
loyalty programs, keeping users engaged and coming back for more.
• Data Collection and Personalization
• Mobile apps collect a wealth of data on user behavior, preferences,
and purchasing patterns. Companies use this data to create
personalized marketing campaigns. For instance, Myntra’s app
analyzes browsing history to recommend products, send personalized
notifications, and offer discounts on items left in the cart.
Convenience and Accessibility
• Banking Apps: Banks like HDFC and ICICI have developed apps that allow customers
to perform a wide range of transactions, from checking account balances to applying
for loans. This convenience enhances customer satisfaction and fosters brand loyalty.

Interactive Content and User Experience

• Entertainment Apps: Apps like Hotstar and Netflix India provide a seamless
streaming experience with features like offline downloads and personalized content
recommendations, enhancing user engagement and retention.
Gamification in Digital
Marketing
• Enhancing User Engagement
• Fitness Apps: Cult.fit integrates gamification by offering rewards and
badges for completing workouts, setting fitness goals, and
participating in challenges. This motivates users to stay active and
regularly use the app.
• E-learning Platforms: BYJU’s employs gamification to make learning
fun and interactive. Students earn points, badges, and certificates for
completing modules and quizzes, encouraging continuous learning.
• Driving Social Interactions
• Gaming Apps: Apps like Dream11, a fantasy sports platform, use
gamification to create a competitive environment. Users build their
teams, compete in leagues, and earn rewards. The social aspect,
where users compete with friends and share achievements, enhances
engagement.
• Boosting Brand Awareness and Promotion
• Marketing Campaigns: Coca-Cola India’s “Share a Coke” campaign
involved a gamified app where users could scan QR codes on bottles
to win prizes and share their experiences on social media. This
increased brand visibility and engagement.
Flipkart’s Big Billion Days Sale

• Flipkart employs gamification during its Big Billion Days Sale with games like “Play and
Earn.” Users can participate in trivia, spin-the-wheel, and other games to win discount
vouchers and prizes. This creates excitement and encourages more purchases.

Zomato Gold and Pro Membership

• Zomato’s membership programs, Zomato Gold and Pro, use gamification elements like
exclusive access to events, priority delivery, and additional discounts. These features
create a sense of exclusivity and reward loyal customers, increasing retention.