WEEK 1

Slide 6: Module Planner

The Module Planner is essentially the roadmap for this course. Each week, we'll focus on
different aspects of digital marketing analytics, starting from the basics and gradually moving
to more advanced topics.

It's crucial to understand that each week's material builds on the previous week's topics. So,
consistent attendance and participation are key to getting the most out of this module.

I'll also be providing additional resources each week—these could be articles, videos, or
tutorials—that will supplement the lectures and seminars. I highly recommend going through
these resources as they will deepen your understanding of the subject.

If you have topics you're particularly interested in or questions that you'd like to explore, feel
free to let me know. I'm open to adjusting the planner to better suit your learning needs.

Slide 7: Module Learning Objectives

The Learning Objectives are the skills and knowledge you should acquire by the end of this
module. Let's break them down.

First, you'll learn how to collate, interpret, utilize, and visualize data from various sources.
This is crucial because data in the real world comes from multiple channels—social media,
web analytics, customer reviews, etc.

Second, you'll get hands-on experience with tools and practices to analyze data effectively.
We'll go through software like Google Analytics, Tableau, and even some coding in Python
for data manipulation.

Third, you'll understand how to measure and monitor marketing effectiveness. This is where
Key Performance Indicators (KPIs) come into play.

Fourth, you'll learn how to use marketing data to support organizational decision-making.
This is the end goal—to make you a marketer who can contribute strategically to your
organization.

Finally, you'll develop analytical and evaluative skills and understand the value of data and
technology in organizational success. In today's data-driven world, these skills are not just
optional; they're essential.

Slide 8: Assessments
Assessments are a crucial part of this module. They're designed to test your understanding
and application of the material we cover.

You'll find the marking criteria in the handbook, but let me give you a brief overview. The
assessments will include both theoretical questions and practical tasks. The theoretical part
will test your understanding of digital marketing analytics concepts, while the practical tasks
will assess your ability to apply these concepts in real-world scenarios.

I strongly recommend starting on your assessments early and not leaving them to the last
minute. The more time you spend on them, the deeper your understanding will be.

Slide 9: How to get the most out of the module

To get the most out of this module, attendance is just the first step. Active participation in
lectures and seminars will deepen your understanding and make the learning process more
interactive and enjoyable.

Weekly interaction with the online learning platform is also crucial. I'll be posting additional
resources, assignments, and quizzes there.

Don't hesitate to ask for help, either from your peers or from me. We're all here to learn, and
there's no such thing as a 'stupid question.'

Slide 10: What I expect of you

The success of this module is a two-way street. While I will do my best to provide you with
the knowledge and tools you need, your active participation is crucial.

First, aim high. Don't settle for just passing the course; strive to excel. The skills you'll learn
here are highly valuable in the job market, and mastering them can significantly boost your
career.

Second, value and respect the contributions of your fellow students. Everyone brings a
unique perspective, and you can learn as much from your peers as you can from me.

Third, preparation is key. Make sure to review the week's material before each lecture and
seminar. This will help you better understand the topics we cover and enable you to
participate more actively in discussions.

Remember, this module is about participation, not perfection. Don't be afraid to make
mistakes; that's how we learn.

Slide 11: Where to get help

If you ever find yourself struggling with the material or facing challenges that affect your
ability to participate in the course, know that help is available.

Your personal tutor is your first point of contact for academic concerns. They can provide
guidance on how to improve your performance and make the most of this module.

I'm also here to help. Whether you have questions about the material, the assessments, or
anything else related to the course, don't hesitate to reach out.

Your social societies and student guild offer additional support, from study groups to
workshops and other resources.

Finally, don't underestimate the value of your peers. Study groups, either in-person or virtual,
can be an excellent way to deepen your understanding of the material.
Slide 12: Our 3 Goals for Today (Recap)
Let's take a moment to recap what we've covered so far and how it ties back to our goals for
today.

We've introduced the module and discussed its objectives. We've also talked about what you
can expect from this course and what I expect from you.

We've covered where to get help and how to make the most of this module. All of this sets
the stage for diving deeper into the fascinating world of digital marketing analytics.

Next, we'll move on to the history and evolution of this field, which will give you a solid
foundation for understanding the more advanced topics we'll cover later in the module.

Slide 13: In its earliest form

Now, let's take a step back and look at how marketing analytics came to be. The desire to
understand the customer has been around for centuries, but the methods have evolved
dramatically.

The quote by John Wanamaker, "Half the money I spend on advertising is wasted; the
trouble is I don't know which half," perfectly encapsulates the dilemma marketers have faced
for ages.

Early efforts to understand customer behavior were rudimentary at best, but they laid the
groundwork for the sophisticated analytics tools we have today.

For example, in 1879, an agency called A.W Ayer & Son sought information about grain
production from farmers to design a campaign for their agricultural machinery supplier. This
was likely one of the first instances of data collection for marketing purposes.

Understanding this history is crucial for appreciating the tools and methods we have at our
disposal today.

Slide 14: We've continued to evolve

The field of marketing analytics has come a long way since its inception. In the 1950s,
marketing started to shift from being purely descriptive to becoming a predictive science.
This was a game-changer because it allowed marketers to not just analyze past
performance but also to predict future outcomes.

The 1980s saw the advent of Web 1.0, marking the birth of digital marketing. This was
another pivotal moment because it expanded the avenues through which marketers could
reach consumers.

However, with the explosion of data and channels, marketers also faced new challenges,
such as "Shiny Object Syndrome," where the allure of new tools and platforms can distract
from the core objectives. It's crucial to stay focused and not get lost in the sea of data and
tools available.

Understanding this evolution helps us appreciate the complexity and opportunities in today's
digital marketing landscape.

Slide 15: Cue the explosion of data

The late 90s and early 2000s saw an explosion in internet adoption. With the proliferation of
smartphones and tablets, the number of potential touchpoints for marketers increased
exponentially.

Today, 63% of the world's population is online, with some countries having as high as a 98%
internet penetration rate. This presents both an opportunity and a challenge for marketers.

The opportunity lies in the ability to reach a global audience like never before. The challenge
is in sifting through the massive amounts of data generated to derive meaningful insights.

This is why the skills you'll learn in this module are so crucial. They'll equip you to navigate
this complex landscape effectively.

Slide 16: The scale of the 'data-tsunami' challenge

The term 'data-tsunami' perfectly encapsulates the scale of the challenge we face today.
With nearly 40 years of data in existence and 5 billion active internet users worldwide, the
amount of data produced every day is staggering.

To give you some perspective, the amount of data produced daily on the internet will soon
be 463 exabytes. That's a number with 18 zeros!

This massive scale presents a unique challenge: how do we sift through this ocean of data
to find the insights that will drive our marketing strategies?

This is where the skills and tools you'll learn in this module come into play. They'll help you
not just survive but thrive in this data-rich environment.

Slide 17: What we're doing online now

The internet is a bustling marketplace of ideas, interactions, and transactions. Every second,
millions of people around the world are doing something online—searching for information,
interacting on social media, watching videos, shopping, and much more.

Understanding these behaviors is crucial for digital marketers. It helps us answer important
questions like: Where should we place our ads? What kind of content should we produce?
How do we optimize our website for search engines?

Websites like Internet Live Stats can provide real-time insights into what people are doing
online. This kind of data can be invaluable for understanding consumer behavior and
optimizing marketing strategies.

Slide 18: The scale of the 'data-tsunami' challenge (continued)

To further emphasize the scale of the data challenge, let's look at some more statistics.
Every minute, 500 hours of video are uploaded to YouTube, 347,222 Instagram stories are
posted, and 41.6 million messages are sent on WhatsApp.

This is a double-edged sword for marketers. On one hand, it means there are countless
opportunities to engage with potential customers. On the other hand, it also means there's a
lot of noise to cut through.
This is why targeted, data-driven marketing is so crucial. It allows you to reach the right
people, at the right time, with the right message. And that's what this module aims to teach
you.

Slide 19: What is Digital Marketing Analytics?

Now that we've established the importance and scale of the data challenge, let's define what
we mean by Digital Marketing Analytics. It's the practice of measuring, managing, and
analyzing marketing performance to maximize effectiveness and optimize ROI.

Unlike web analytics, which focuses solely on website performance, digital marketing
analytics considers all digital channels and touchpoints in a unified marketing view.

This is crucial because customers today interact with your brand in a variety of ways—
through your website, social media, email, and more. A unified view allows you to create a
more cohesive and effective marketing strategy.

Slide 20: Why is it important?

Digital Marketing Analytics is important for several reasons. First, it allows you to understand
your audience better. Knowing who your customers are, what they want, and how they
behave online is crucial for creating targeted marketing campaigns.

Second, it helps you measure the effectiveness of your marketing strategies. Are your ads
reaching the right people? Is your content engaging? Are you getting a good return on your
investment? These are questions that digital marketing analytics can help answer.

Third, it enables you to make data-driven decisions. In today's competitive landscape, gut
feelings and hunches are not enough. You need hard data to back up your strategies and
decisions.

Finally, it allows you to optimize your marketing efforts for better ROI. By understanding
what's working and what's not, you can allocate your resources more effectively.

Slide 21: The Marketing Analytics Process

The Marketing Analytics Process is a cycle that starts with data collection. This could be
quantitative data like click-through rates, or qualitative data like customer reviews.

The next step is data processing, where raw data is cleaned and organized for analysis. This
often involves using specialized software or coding languages like Python or R.

Then comes data analysis, where you'll apply statistical methods to derive insights from your
processed data. This is the heart of the analytics process.

Finally, the insights gained are used to make informed marketing decisions. But the process
doesn't end here. It's a continuous cycle of collecting new data, analyzing it, and optimizing
your strategies based on the insights gained.

Slide 22: Macro environment challenges

Let's talk about the macro-environmental challenges that we, as data-led marketers, face.
You've probably heard of the terms 'Digital Prey' and 'Digital Predators.' Think of Blockbuster
and Netflix. Blockbuster failed to adapt to the digital changes and became 'prey,' while
Netflix seized the digital opportunity and became a 'predator.' So, the first lesson here is
adaptability. Next, let's consider the rapid advancements in machine learning and the fast
pace of technological change. These are double-edged swords. On one hand, they offer
incredible opportunities for data analysis and customer engagement. On the other hand,
they require us to constantly update our skills and strategies. Lastly, have you noticed the
shift in job titles from Chief Marketing Officer to 'Chief Customer Officer'? This reflects a
more customer-centric approach in organizations today. So, always remember, the customer
is at the heart of all we do."

Slide 24: My mantras

This slide is a placeholder for some personal mantras that have guided me in my career in
digital marketing analytics. One mantra that I always follow is 'Data is King, but Context is
Queen.' What this means is that while data provides us with the raw facts, the context in
which this data is collected and analyzed is equally important for drawing meaningful
conclusions. Another mantra is 'Never Stop Learning.' The field of digital marketing analytics
is ever-evolving, and it's crucial to stay updated with the latest trends and technologies.

Slide 25: Let's take a short break

Slide 26: Where do these data points come from?

Let's delve into the origin of data points. When you type a URL into a browser, you're
essentially sending a request for information to the server that hosts that website. This
request is then returned to your browser in packets of data, which are rendered in your
browser window. This is a simplified explanation, but it's crucial to understand this basic
mechanism because it's the foundation of how data is collected on the internet. Knowing this
will help you better understand the metrics you'll be working with in digital marketing
analytics.

Slide 27: Structured vs unstructured data

Data can be categorized into three main types: structured, unstructured, and semi-
structured. Structured data is easy to process; it fits neatly into tables and spreadsheets.
Think of numeric values or date values. Unstructured data, on the other hand, doesn't fit into
traditional databases. This includes images, emails, and text responses. Semi-structured
data is somewhere in between; it's almost ready to be organized but needs some cleaning.
Understanding these types of data is crucial for effective data analysis in digital marketing.

Slide 28: Structured vs unstructured data (continued)

To elaborate further on the types of data, structured data is what you'll often use for
quantitative analysis. It's straightforward and fits into relational databases. Unstructured data
is more qualitative and can offer deeper insights into customer behavior, but it's also more
challenging to analyze. Semi-structured data might require some cleaning, like resolving
misspellings or spacing errors. Knowing how to work with these different types of data will
make you a more versatile digital marketer.

Slide 29: Why go data-led?

So why should we go data-led in our marketing strategies? First, it allows us to put the
customer's needs at the center of our marketing strategy. Data helps us minimize waste in
budget, time, and resources. It enables us to send the right message at the right time and
place, optimizing bid strategies in paid marketing. Being data-led gives us end-to-end
customer journey insights and helps us understand the success of our activities through
attribution.

Slide 30: What might we use analytics to achieve?

What are the practical applications of using analytics in our marketing strategies? Well,
analytics helps us optimize the customer experience and maximize the return on our budget
investment. It helps us understand customer lifetime value, evaluate previous marketing
successes, and discover opportunities for future activities. Analytics also enables us to make
well-founded recommendations, formulate strategic marketing plans, and contribute to
business growth and direction.

Slide 31: Our 3 goals for today

As we move into the second half of our session, let's revisit our three goals for today. First,
we aimed to introduce you to the module and its objectives. Second, we wanted to give you
a solid background in digital marketing analytics. And third, we're going to look at some real-
world examples of applied analytics outcomes. Keep these goals in mind as we proceed,
and feel free to ask questions related to them.

Slide 32: Case study – Starbucks Pumpkin Spice Latte

Now, let's dive into a fascinating case study about Starbucks and their Pumpkin Spice Latte.
In September 2020, Starbucks set a commercial aim to return to pre-Covid sales by March
2021. With the UK entering a second lockdown, traditional in-store and out-of-home
campaigns were no longer effective. Starbucks partnered with media agency Havas and
programmatic partner MiQ to identify its 'at-home' audience and reach them online. They
leveraged new-to-market anonymized mobile data to identify who Starbucks' new and
potential customers were and where they were located. This data-driven approach was a
game-changer for Starbucks.

Slide 33: Case study (continued)

Continuing with our Starbucks case study, the company used anonymized mobile data from
over 20 million UK handsets. This data included locations, interests, demography, and app
usage. MiQ's data scientists leveraged these insights to identify audience clusters at the
postcode level and built highly targeted audience segments. This allowed Starbucks to reach
their customers more effectively, even during a challenging period like a lockdown.

Slide 34: Case study (continued)

In the final part of our Starbucks case study, MiQ mapped the audience clusters using the
anonymized mobile data to identify opportunities for the greatest engagement. They targeted
areas where the audiences were identified to index highly for coffee drinkers or coffee app
users. The campaign was then measured for its effectiveness, and the results were
astounding. There was a 17% increase in intent to visit a store and a 62% over-delivery on
Pumpkin Spice Latte sales versus business targets.

Slide 35: Case study (continued)

To wrap up our Starbucks case study, let's look at the results. The campaign led to a 17%
increase in intent to visit a Starbucks store in the next three months and a 4% increase in
intent to purchase a Pumpkin Spice Latte. This is a prime example of how data-driven
marketing can yield powerful results, even in challenging times.

Slide 36: Case Study: Target identifies teen pregnancy before teen’s Dad
Now, let's switch gears and look at another intriguing case study, this time from Target. This
case shows the power and also the ethical considerations of data analytics. Target was able
to identify a teen's pregnancy before even her father knew, based on her shopping patterns.
While this showcases the predictive power of data analytics, it also raises questions about
privacy and ethical use of data.

Slide 37: Behind Target’s ‘pregnancy predictor’

In this Target case study, the company used data analytics to predict whether a woman was
in her second trimester of pregnancy. They used various data points like the purchase of
specific products, such as lotions, to make this prediction. While this is a remarkable use of
data analytics, it also brings us to the ethical considerations. How much should companies
know about their customers, and where do we draw the line?

Slide 38: Recap

As we near the end of our session, let's recap what we've learned today. We've seen how
marketing analytics has evolved and the explosion of data that followed the creation of the
Internet. We've discussed the challenges we face as data-led marketers and the different
types of data we deal with. We've also looked at real-world case studies that show the power
and ethical considerations of data analytics. Always remember, data used in an intelligent
way can produce powerful results, but we must be mindful of the real-life implications.

Slide 39: Our 3 goals for today (Final Recap)

Before we conclude, let's revisit our three goals for today one last time. I hope you now have
a good understanding of this module, a solid background in digital marketing analytics, and
some insights into real-world applications of analytics. These will serve as the foundation for
the more advanced topics we'll cover in the coming weeks.

Slide 40: Thank You! Any Questions?