W1L1 Flashcards
digital landscape is expaning, what does this mean?
Online data getting more and more complex and challenging now
But the data is also getting rich and diverse to have a better understanding and then, predict and manage customers’ behavior.
what makes todays digital platforms substantially different than traditional offline marketing 2
Personalization (Individualisation) and UCG
goals of digital marketing can be achieved through … by using …
designing and managing seamless customer journeys on digital platforms – by using
right digital touchpoints synchronized with offline platforms & touchpoints.
what is the most widely used classification in marketing and advertising
paid owned earned touchpoints
Owned Media
. your web site, your app, your social media platforms – so where you can post your own information for ‘free
Earned Media
is the most difficult, yet a valuable type of media. Word of mouth, conversations, comments, likes and shares
Paid Media
: where you pay including > advertising, search engine advertising and promoted social media content.
Why do we need paid owned earned classification
Hundreds of online (and offline touchpoints) – hard to make managerial decisions for each touchpoint
Extension on Paid-Owned-Earned framework:
Category Media
Category Media 2uitleggen
: relates to the category that do not mention the advertiser’s brand neither published by the focal brand.
Captures (i) competitors’ own, paid, and earned media and (ii) independent publications related to the product category
Category Media: Motivation:
: Control Level on Earned (Individuals) and Category (publications, competitors) different. Control: Earned > Category
Structured Data: +example
Mostly Quantitative (numeric). Examples: Sales in Euro, Click/No Click (0-1), Session time, Number of Likes etc.
Unstructured Data:
Mostly Qualitative: Textual or Visual Data: Photos/Videos, Examples: Instagram Videos, Online Revies, Social Media Posts
Recent projections indicate that unstructured data is over …% of all marketing dat
80
3 sources of data
On-Site Data: Clickstream/Session Data ) Online CRM data >
) Online CRM data >
customer’ online history with the firm (i.e: purchases, demographics, etc.)
) On-Site Data:
what you see on website: available and visible to anyone. extracted through: data/web scraping
Clickstream/Session Data
traffic on website-app: what, when and how people do online – not visible to visitor (i.e: Google Analytics)
On-Site Data - Web Scraping
This is what you see on the website (product lists, comments, reviews etc) – visible to all viewers & visitors
Clickstream-Session Data: what data do you get?
This is NOT a data on what is visible on the website, but what customer do/ what they click on the website !
COOKIE
Tiny text file in your web browser storing information about your browsing experience (e.g. login information, user preferences,
shopping cart) > SOURCES: Google Analytics, Double Click etc.
Clickstream-Session Data: Individual Level Data
recording each visitors’ individiual behavior with a time-stamp. i.e what each customer does step by step.
Clickstream-Session Data: Agrregate Data:
total numbers. not focusing on individual level behavior instead > total number of visitors etc.
Clickstream-Session Data: most common tool
google analytics
GOOGLE ANALYTICS: 2
Good enough for most small/medium companies.
Aggregated data (limitation if you want to do advanced analysis)
6 things wwe know by using clickstream data
1 How are websites found by the customers ?
2 What is the content used by visitors ?
3 How often do users come back to website?
4 How many new users are there?
5 What do we know about the users?
6 What devices are used to visit the websites?
what data dou get with onine CRM &complementary data
Mostly Backoffice data (online) of the company encompasses historical-retrospective data on customer relational history:
2 examples of historical-retrospective data on customer relational history
Purchase/relation history with firm (# number of purchases, customer service contacts) * Campaign history, Feedback / Support queries, demographic information, address, location
Digital data can also include 2
e (i) business outcomes and (ii) customer attitudes/emotions
how can you make emotiona and attitudes observable? 2
1 Integrating survey (online marketing research) data with click-web data and business outcomes
2 Interpreting/ Drawing conclusions on possible emotional outcomes as a result of online behavior: Example: analyzing EMOJIS on social media
first party data
owned by brand, collected by brand directly form users Data is obtained from reputable, trustworthy third-party data sources and customize it for a specific target
second party data
first party data that can be purchased with antother brand.
third party data
collected by data collection vendors from disparate data sources and sold to brands to use in campaigns etc
why is first praty data valuable
Significantly valuable because you get your information firsthand from your
consumers, eliminating any misinterpretations and errors. It is, by far, the
most effective and reliable form of data collection.
Some examples of First Party Data
*Google Analytics
*Customer surveys, feedback, interviews, etc. *Website
*Email
Some examples of Second Party Data:
Google Big-Query (360) Attribution Data (through partnership)* Facebook campaign specific data (through partnership) * Data media publishers sell to advertisers (through partnership)* Supermarket selling its customer loyalty data to a credit card company (through partnership