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Digital MarketingClass 5
withPhilippa Gamse, CMC
Digital Analytics
Question: What is digital analytics?
“Digital analytics is the analysis of qualitative and quantitative data … to drive continual improvement of your customers’ and potential customers’ online experience … which translates to your desired outcomes (both online and offline).”
Avinash Kaushik, Author “Web Analytics 2.0”
Universal Analytics
Source: Google
Source: Databox
What is an Insight?
•“Sales are trending upwards”
•“Sales are trending upwards due to holiday gift-buying”
•“Sales are trending upwards due to recent issues with the competitors’ products”
Example: Offline Campaign
• 100,000 direct mail coupons• 700 redeemed in store• Campaign performance = 700/100,000 = 0.7%
Example: Offline / Online Campaign• 100,000 direct mail offers of
coupon on website• 8,250 website visitors
• 700 coupons redeemed in store
• Campaign performance = 700/100,000 = 0.7%
• Interest level = 8,250/100,000 = 8.25%
• Website conversion rate = 700 / 8,250 = 8.5%
Potential Insights
• 8,250 people were interested:• How can we increase this number
by improving the direct mail?
• 8.5% conversion rate:• How can we increase this?
• 700 sales:• How can we increase the average
order value / upsell or cross-sell?
Example: Offline / Online Campaign
• 700 coupons redeemed in store• $75 revenue per sale• Total revenue = $52,500
Achieving a 1% improvement in conversion rate:• 785 coupons redeemed in store• Total revenue = $58,875• 112% improvement in revenue• Marketing costs remain the same• ROI increases
Feed the HiPPO
Individual Assessment: The Scenario
• You have been hired to consult with Worldwide eBikes, Inc. (the same company as in your team assignment).
• The client is continuing to consider whether to enter the Australian market.
• You have been asked by the Managing Board of the company to provide a written report which addresses several questions.
What do you think of the current opportunities for marketing eBikes in Australia? Is this something that we should be excited about and can you show us evidence to support your opinion?
We understand that you can use various online tools to look at search trends and keywords, and also to evaluate the current competition, so we’d appreciate your insights from these.
Individual Assessment: Question 1
Individual Assessment: Question 2
We need to acquire an in-depth understanding of our potential customers, and we know that persona research is really helpful for this. Please describe and justify the kind of research that you would undertake to create buyer personas for the Australian e-bike market (we don’t need you to create the actual personas).
Also, please provide three practical benefits of having really well researched personas, and explain how these would assist our business launch in Australia.
If we decide to pursue this opportunity, we will need to quickly create awareness and “buzz” around our products.
Please provide your in-depth recommendations for two strategies that we should undertake as our top priorities for effective short-term results, together with your justification for these choices. These can include website development, using any of the various digital marketing channels, and digital advertising. Remember that the Board needs your specific, detailed ideas and examples for each strategy that relate to our business, and not generic advice.
Individual Assessment: Question 3
Source: PNGItem
Finally, the Board is very concerned with appropriate fiscal oversight. We realise the importance of analytics reports in determining which of our chosen strategies are effective, and which might need to be modified or even discontinued.
Please list four KPIs that would help to evaluate your marketing recommendations from the previous section, describe how you would report on them using Google Analytics, and the business insights that each one could provide.
Individual Assessment: Question 4
