Digital Marketing Analytics: In Theory And In Practice

Description

INTRODUCTION PART 1: The Day the Geeks Took Over PART 1 | LESSON 1 The ART+SCIENCE Mind The Three Roles of the Analyst The Evolution of the Analyst in the Firm Characteristics of the Successful Analyst In Summary: The ART+SCIENCE Mind PART 1 | LESSON 2 The Early History of Data Analytics Epoch I: ‘Early Maps and Diagrams’ Epoch II: ‘Measurement & Theory’ Epoch III: ‘New Graphical Forms’ Epoch IV: ‘The Beginnings of Modern Graphics’ Epoch V: ‘The Golden Age of Data Analytics’ Epoch VI: ‘The Modern Dark Ages’ of Data Analytics Epoch VII: ‘The Rebirth of Data Analytics’ Epoch VIII: ‘High-Definition Data Analytics’ (1975-1994) In Summary: The Early History of Data Analytics PART 1 | LESSON 3 The Contemporary History of Data Analytics Epoch I: ‘When Anything Was Possible’ Epoch II: ‘The Bubble and the Burst’ Epoch III: ‘The Seeds of Prosperity’ Epoch IV: ‘The Age of Unicorns’ The Significance of 2014 In Summary: The Contemporary History of Data Analytics PART 1 | LESSON 4 The Rise of Modern Data Analytics P&G’s Three-Step Model of Marketing The Introduction of the ‘Zero Moment of Truth’ (ZMOT) Technological Influences Market Influences Placing Today’s Data Creation in Context Rise of the Machines: Machine Learning and Analytics In Summary: The Rise of Modern Data Analytics PART 2: Consumer/Brand Relationships PART 2 | LESSON 1 Online Video Online Video (OLV) Market Share Consumer Behavior and OLV Key OLV Measures In Summary: Online Video PART 2 | LESSON 2 Online Search Search Engine Market Share Search Engine Management Versus Search Engine Optimization The Importance of Search Rank Consumer Behavior and Search Key Search Measures In Summary: Online Search PART 2 | LESSON 3 Display Media Display Media Market Share Evolution of Display Ad Formats Key Display Media Measures In Summary: Display Media PART 2 | LESSON 4 Social Media Social Media Market Share Consumer Behavior and Social Media How Brands Use Social Media Key Social Media Measures In Summary: Social Media PART 2 | LESSON 5 The Consumer Decision Journey The Introduction of McKinsey’s CDJ The Steps of the CDJ Applicability of the CDJ How Ad Blockers Affect Digital Measurement In Summary: The Consumer Decision Journey PART 3: The Science of Analytics PART 3 | LESSON 1 Digital Data Infrastructure Categories of Data Digital Data Collection: Cookies, Tags and Sign-Ins Data Availability and Value Data Collection and the Effect of Privacy Concerns In Summary: Digital Data Infrastructure PART 3 | LESSON 2 Digital Measurement The Four Categories of Digital Measurement Making the Intangible Tangible: Brand Impact Measuring Sales Levers: Consumer Outcomes Understanding What Is Important: Customer Value Assessing Marketing Effectiveness: Attribution Getting to True Lift: Incrementality Testing A Word on Clarity through Measurement Multiplicity A Word on Digital Measurement Challenges In Summary: Digital Measurement PART 3 | LESSON 3 Analytics and Dataviz Tools Key Categories of Digital Analysis Tools Evaluation Criteria 1: Data Flexibility Evaluation Criteria 2: Ease of Use A Word on SQL A Word on R and Python A Word on Tools < The Analyst In Summary: Analytics and Dataviz Tools PART 3 | LESSON 4 Digital Marketing Maturity BCG’s View of Digital Marketing Maturity Bain’s View of Digital Marketing Maturity Deloitte and MIT Sloan’s View of Digital Marketing Maturity Benefits of Digital Marketing Maturity In Summary: Digital Marketing Maturity PART 4: The Art of Analytics PART 4 | LESSON 1 Navigating to Your Big Idea The Four Steps of the Marketing Analytics Process (MAP) First Step: Plan Second Step: Collect Third Step: Analyze Step Four: Report ‘The Ask Behind the Ask’ In Summary: Navigating to Your Big Idea PART 4 | LESSON 2 Planning for Your Analytics Expedition When Objective-Setting Goes Awry The Six Marketing Objectives Determining Your Marketing Objective Prioritizing Objectives Building an Analysis Plan around Your Objective A Word on Anchoring Bias In Summary: Planning for Your Analytics Expedition PART 4 | LESSON 3 Collecting Data, Data Everywhere Unstructured Versus Structured Data Collecting Data Ensuring Data Quality A Word on Data Tidying A Word on Managing Collected Data In Summary: Collecting Data, Data Everywhere PART 4 | LESSON 4 Analyzing for Insights The Five Categories of Marketing Data Analysis A Word on the Importance of Context Finding Patterns in Data Countering Bias in Analysis In Summary: Analyzing for Insights PART 5: Storytelling with Data PART 5 | LESSON 1 Pictures You See with Your Brain Visual Perception and the Door Study Preattentive Attributes A Word on the Effect of Neuroscience In Summary: Pictures You See with Your Brain PART 5 | LESSON 2 Evaluation Framework for the Visual Form Evaluating the Effectiveness of Dataviz Connecting Data Visual Elements to the Analysis Journey Understanding the Components of Visual Form In Summary: Evaluation Framework for the Visual Form PART 5 | LESSON 3 Sophisticated Use of Contrast Size Contrast Color Contrast Shape Contrast Contrived Contrast Bringing Contrast to Numbers through Context A Word on the Importance of Sketching Visuals In Summary: Sophisticated Use of Contrast PART 5 | LESSON 4 Ensuring Clear Meaning Properly Titling Your Visual Highlighting Messages Visually A Word on Leveraging Emotions In Summary: Ensuring Clear Meaning PART 5 | LESSON 5 Refined Execution through Visual Polish Color Theory Application in Charts Harmonic Color Themes Additional Color Considerations Elements of Refined Design Testing to Improve the Visual A Word on Combining Tools to Refine Visuals In Summary: Refined Execution through Visual Polish PART 5 | LESSON 6 On Your Feet and Getting Your Story Across ‘The McCandless Method’ of Data Presentation The McCandless Method in Practice A Word on Presentation Style The Storyteller’s Dash: Dashboarding Data Effectively A Word on Building Habits over Time In Summary: On Your Feet and Getting Your Story Across CONCLUSION GLOSSARY ABOUT THE 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