Digital Marketing Analytics

Fall Quarter – Session One – Launch + Identifiers + Privacy

Today

Course Set-Up1

2

3

4

Data Types and Primary Uses

Privacy and Identification

Digital Systems Overview

COURSE SET-UP1

• Marketing Data Landscape & Tools

– Scott Fasser – Hacker Agency - Fall

• Digital Marketing Measurement Methods

– Ben Brubaker – Wunderman - Winter

• Drawing Insight from Data

– Dell Monson – Add3 - Spring

Conversation Leaders

Why are we here?

Great Digital Marketers

• Embrace data

• Understand targeting & audiences

• Enjoy technology

• Are always testing and optimizing

• Learn on a daily basis

• Know how to tell a story

Program Objectives

• Learn how major digital systems work

• Understand how data drives those systems

• Learn methods to connect those systems

• Exposure to advanced methods of data manipulation and analysis

• How data is applied to a range of marketing situations for success (or failure)

Leave this Program With…• The ability to have more meaningful conversations

with a wider group of people in an organization

• See opportunities to drive digital marketing programs forward in a way you haven’t seen before

• Be the go to person on how things work and where the opportunities to improve are

• Have a resource base to draw from for answering specific questions and learning

• Skills on manipulating data

• Be brave in the face of big data

What You WON’T Get

• Deep expertise in any one system

• A complete stats course

• Competence in any single software program

• Certification on more than marketing analytics in class

What Do You Want?

Your Responsibility

• Show Up

• Ask Questions

• Be Engaged

• Do the Work

• Network, Network, Network

DIGITAL SYSTEMS OVERVIEW2

What IS The Internet?

The internet is

a series of connected servers

that enables the controlled flow of data

from connected device to connected device

using a standard internet protocol (TCP/IP)

Consistent Data Questions

• What is the business objective of the data?

• How is the data captured

• What unique identifier is used

• How/where is the data stored

• How do we get data out of the system?

• What reporting or insight is available?

• Does the data connect with other systems?

Primary Web Business Objectives

• E-commerce > online sales

• Lead Generation > contact information for sales leads

• Content Publishing > more page views, more advertisements

• Online Info/Support > help customers find information, self-support

• Branding > drive awareness, engagement and loyalty

Amazon.com – A Complete System

• Acquisition Data

• Cross-Selling

• On-Site Merchandizing

• Personalization

• Testing Team

• Deep Website Analytics

• Life Time Value Analysis

• Widely Used Data within Org.

Website Web

Analytics

Addressable

MediaDirect Mail

Email

Retail

Locations

Data

Append

Other

Channels

Call

Centers

AdNetworkReach

Mailing Address

Email Address

Pass through marketing source

Codes and products/services/etc.

Marketing Source Codes

On Destination URLs

BackendUser

Database

Mobile

Network

Re-targeting

Look a like

Targeting

Conversation

Optimization Marketing

Data Mart

Data ProcessingAlgorithmsExchangesMatching

Login or

purchase

3rd partyTracking

Pixels

Data

Modeling

Use behavioral and modeled score

data to personalize web site

Systems We’ll Cover• Intro to Digital Data & Systems

• How Websites Work & Intro to Web Analytics

• Free Data - Google Analytics – Advanced

• Ad Serving Technologies & Systems

• The Secret of Search – Organic and Paid

• It Just Works - Email – Database, Delivery, Readers

• Revenue Machine - CRM and Backend Systems

• The Internet of Things - Mobile/Connected Devices

• Tools of the Trade - Excel and SQL

• Next Level Data - Social Media

DATA TYPES + PRIMARY USES3

The Business Questions

• What are you measuring? How often?

• Is it the right thing?

• If KPI’s improve, will it improve the business? If so, how?

• What does success look like?

• How did it improve? What caused the change in KPI’s?

• What did we learn from it?

• What can apply to other systems?

Types of Data

Offline Data

• Household Data

• Real Estate Data

• Financial Data

• Health Data

• Lifecycle Triggers

• Retail/Store Data

Online Data

• Website Data

• Online Behavior

• Media Delivery

• E-Commerce

• Social Media Info

Acxiom Household File

• Acxiom is a large data aggregator• http://www.aboutthedata.com• Connector of several systems• Large companies append data to their

customer files

Productive Uses of Data• Creative Optimization• Content Optimization• Campaign Optimization• Website Optimization• Conversion Optimization• Performance Optimization• Campaign Reporting• Executive Reporting > Dashboarding• Attribution Analysis• Analysis and Insight• Loyalty Programs and Gameification• Privacy and Compliance

IDENTIFICATION & PRIVACY4

ONLINE AUDIENCE IDENTIFICATION

Pre-Social Pre-Mobile Social + Mobile

Single social user login across websites,

browsers, services and devicesCookies are primary identifier and center

of optimization at browser level

What’s Next

Offline to Online Connections

Facebook ID + Atlas Cookie

What’s a Cookie?

• A cookie is a text file that lives in a browser (Firefox, Chrome, IE)– 247 Real Media – OAX -qshEAVF1pYIABomj

– Three browsers, three cookies

• 1st Party Cookies vs 3rd Party Cookies

– 1st - Set by the domain you are on currently

– 3rd – Set by a 3rd party like an ad server

• Cookie blocking is set in security settings

• Session Cookies vs Persistent Cookies

• Local Shared Object (LSO) or Flash Cookies

The Problem with Cookies

• No Cross Browser Unification

• Cookie Deletion & Decay

• Cookie Blockers

• Mobile Devices – iOS primarily –don’t accept cookies

• Global Differences– EU Cookie Law – Positively Accept Cookies

The Beauty of Cookies

• Website browsing benefits– Remember state

– Look-up your login information

• Targeting benefits– Better, more relevant advertisements

• Better analytics– Google Analytics, etc. rely on cookies

• Anonymous– A simple text file > no PII attached

IP Address

• IP = Internet Protocol• Type into Google

“What is My IP Address?”

• EVERY device connects with an IP

• EVERY connected servers has an IP

• Location• Dynamic vs Static• Company

Mobile Identification

International Mobile Station Equipment Identity Number

Check IMEA# http://www.imei.info/

ICCID > SIM Card ID

Account Centric Identification

• One login across all devices

– Mobile, Tablet, Browsers

• One login across applications

– Email address is the identifier

– Gmail, Google Analytics, YouTube

• Social Sign-On

– Using Facebook login on other sites

– Combines Facebook data with other sites

Atlas + Facebook

• A new platform for identification

• Combining Facebook ID with Atlas Cookie

• What does this mean for unique ID’s?

New Privacy Tool for

Facebook

PII vs Non-PIIhttp://en.wikipedia.org/wiki/Personally_identifiable_information

• PII is Personally Identifiable Information– Identify, locate or contact a single person

– Can tie to cookie with permission

• Non-PII– Behavioral data, web surfing, etc.

– Tied to cookie regardless of permission if not blocked

• PHI – Personal Health Information– Higher standards of capture and use

– ISO certifications

Which Ones are PII?

• Zip Code + Four

• Mobile Device ID

• Credit Score

• Email Address

Privacy Laws

• Child Privacy Laws – COPA

• Email Privacy Laws – CAN SPAM

• European (EU) Cookie Law

– Positive acceptance of cookies

– Deletion of unnecessary data

– Strict opt-in for email addresses

Key Roles in the Data WorldRole Type of Conversation

Marketing Strategy Size & location of target audience

Marketing Operations Campaign tracking, source codes

System Administrators Passwords, servers, internal systems

Database Administrators Data capture and processing needs

Business Analyst What business questions? Reporting formats?

Targeting Analyst Who and how are we targeting

Developer How is data captured?

Project Manager What pieces do we need to have in place?

Creative Team What data insights drive ah-ha creative

Testing Team What data will give us an answer to hypothesis?

Agency What is the data capture and reporting strategy? What are the results/insights?

Story Time!

Key Take A Ways

• Networking is Important

• Smart Data > Big Data

• Think in Terms of Systems

• Know Your Unique Identifiers

• Protect Your Yourself by Knowing Privacy and PII/PHI constraints

Homework• Review the Gartner Digital Transit Map

– http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp

– What are the three networks you are most interested in and why?

• Review Facebook’s terms of service– https://www.facebook.com/legal/terms

– What is one thing you are concerned with?

• Review cookies & security settings in your main browser– Are you comfortable with the settings?

• Create a Google account (if you don’t have one)

• Email me (fasser@uw.edu) with:– Google account email address (for Google analytics)

– Thoughts on the first class and thoughts on what you want to learn/get out of this class

• Research Networking Opportunities– seattle.networkafterwork.com, meetup.com, biznic.com, NWIAG.com

http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp

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