UNIT

FUNDAMENTALS OF DIGITAL
MARKETING

Names of Sub-Units

Introduction - Introduction to Digital Marketing - Fundamental Concepts of Digital

Marketing - Customer Lifecycle - Marketing Technology (Martech) - The future of Digital
Marketing.

Overview

It takes place online. Businesses utilize a broad spectrum of digital channels like search
engines, social media, email, and other web portals to engage with the present and
prospective customers. This unit discusses the various fundamental aspects of Digital
Marketing.

Learning Objectives

In this Unit you will learn –

 About the fundamental concepts of Digital Marketing

 About the purpose of Digital Marketing
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 About the Different approaches of Digital Marketing

 About the Customer Life Cycle
 About Marketing Technology
 About the future of Digital Marketing

Learning Outcomes

At the end of this unit, you would:

 Be able to understand the basic concepts of Digital Marketing

 Be able to know the Customer Lifecycle

 Be able to appreciate the role of technology in marketing

 Be able to comprehend the future of Digital Marketing

Pre-Unit Preparatory Material

Not Provided

1.1 Introduction to Digital Marketing

Digital Marketing is an Umbrella Activity that comprises of various marketing activities that
take place with the help of Information and Communication Technology Channels. Utilizing
digital technologies and devices to advertise goods and services is known as Digital
Marketing. Digital Marketing could be defined as any kind of marketing that occurs on the
internet through the use of a mobile device, laptop, internet, etc. This is in addition to the
promotional activities conducted through digital signage and other internet-inaccessible

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devices. It might be as complicated as automated email marketing campaigns or as simple

as the blog contents posted on web sites.

Digital Marketing is important because, it is where the customers are paying more attention
nowadays to decide upon their purchase preferences. Today's consumers do a lot of their
product research online. Majority of the consumers look up a brand online before engaging
with it. Also many buyers prefer to research products online before making a purchase
decision. This growing trend of preferring digital channels for buying decisions is imperative
by looking at the revenues generated by popular corporate houses that use social media
rather than traditional media for their promotional campaigns.

Some of the main categories of Digital Marketing are enhanced offline marketing, broadcast
media marketing, phone marketing, internet marketing and QR Codes.

Enhanced offline marketing refers to the offline marketing practices carried out with the help
of electronic gadgets.

The prominent channels for Digital Marketing are Search Engines, Social Media, blogs, online
advertisements, affiliate marketing, emails, and dedicated marketing mobile applications.

1.1.1 What is Digital Marketing?

The use of digital channels to promote goods and services and contact consumers is referred
to as "digital marketing." Websites, mobile devices, social media, search engines, and other
channels with a similar function are used in this kind of marketing.

Digital marketing is frequently seen as a novel technique for businesses to interact with
customers and comprehend their behaviour. It incorporates some of the same principles as
traditional marketing. Business units often combine Traditional and digital marketing
strategies to reap maximum benefits.

Digital marketing is a dynamic, constantly-evolving process in contrast to conventional

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marketing, which is static and usually referred to as "one-way" communication. Customers
cannot interact with enterprises through billboards or print advertisements. In contrast, digital
marketing provides a channel for two-way engagement between a business and its existing
or potential clients. For many people today, screen time is at an all-time high. This reality is
utilized by digital marketing agencies to advertise the products and services online. By
focusing on customers where they spend the majority of their time, businesses could improve
the likelihood that their marketing efforts will be successful.

1.1.2 Types of Digital Marketing

Digital Marketing can be conducted in many forms. Some of the popular forms (types) are
listed below with a brief overview.

a. Content marketing
b. Search Engine Optimization
c. Social Media Marketing
d. Pay-Per-Click Advertising
e. Email Marketing
f. Affiliate Marketing and many more.

a. Content Marketing

Content marketing refers to the process of posting informative and valuable content such
as blog posts, tutorial videos, and other educational materials. This method gives marketers
the opportunity to interact with potential customers and clear their doubts. It also helps in
generating leads and closing deals.

Content updates should be done regularly with the target audience in mind. Ideally,
publishing quality and authoritative content will make your brand a trusted voice in the
industry. The objective is to make the prospective buyers to learn about the latest industry
trends from the marketer and subsequently become a customer. It is very much feasible to
build a brand by educating, entertaining and inspiring the audience i.e. the prospective
buyer. Designing a simple and effective content strategy is key to a successful launch.
Identification of the apt channel to use for posting each piece of content is very important.

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a. Search Engine Optimization

Search Engine Optimization (SEO) is the strategy of creating web content in such a way that
search engines such as Google place those pages at the top of Search Engine Result Pages
(SERPs).

Search engines such as Google use algorithms to determine the relevance of pages to the
keywords that users are searching for. These algorithms are updated frequently and the SEO
strategy also needs regular fine-tuning to remain effective.

A properly done SEO effort will get the page to rank higher in SERPs and bring in more
organic traffic. A good SEO strategy can increase brand awareness and be cost-effective.

A set of important tips for improving your SEO include following a good content strategy,
doing thorough keyword research to find out what people are searching for, and being
motivated to customize search engine recommendations to the content and, use dedicated
plugins to help in optimizing the website.

b. Social Media Marketing

Social Media Marketing uses social media platforms as digital marketing channels. Marketers
buy advertising space to reach new audiences or create company profiles on social media
platforms and create relevant posts to promote new products and services. Choosing a social
media platform depends on the type of audience to be reached. Social media marketing has
high conversion rates and permits to target specific customer segments and delivers the
message to the right people. Posting social media ads may seem easy, but keeping the
process consistent requires the right strategy and commitment. Social media teams also
need to update their skillsets regularly to keep up with changes in algorithms and content
formats. Social media as an interactive platform requires customer response in addition to
publishing quality content. Personalized conversations with prospects earn trust and
increase brand loyalty.

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c. Pay-Per-Click Advertising

PPC or Pay-Per-Click advertising is a type of digital marketing where the advertisers pay a
fee each time one of their ads is clicked on. Advertisers only pay when their ad is actually
clicked. It's essentially a way to "buy" visits to the website of the advertisers, and it's also a
way to organically drive visits to the advertiser’s site. Search Engine Advertising is one of the
most common forms of PPC. This allows advertisers to pay a fee to advertise on search
engine sponsored her links. This works when someone searches for keywords related to the
advertiser’s business offering.

Google Shopping is a classic example of how PPC advertising can be used to increase the
both visibility and profitability of a business. If PPC is working as it should, the Return On Ad
Spend (ROAS) should be high, as a visit to the advertiser's site is worth more than what is
paid for it. A well planned strategy is the core of a successful PPC campaign and it is not
merely paying for the clicks and gaining traffic. Some of the prominent strategies consist of
selection of apt keywords, arranging those keywords into well-organised campaigns and ad
groups, and configuring the PPC landing pages that are optimised for conversions.

It is essential for a digital marketer to be aware of the best ways to conduct a PPC campaign.
This is because; the more relevant, well-targeted PPC campaigns will be rewarded by search
engines with lower-costing ad clicks. If the ad is satisfying and useful to the user, Google will
lower the cost-per-click, ultimately increasing the advertiser's profit. PPC advertising is great
for small businesses because one can decide how much to spend on each keyword. This
gives control over how much is spent when showing ads.

The benefits of using PPC are

 Optimised PPC is cost-effective.

 The ad will be displayed on the first results page when someone searches for a related
term.
 More exposure and brand visibility as targeted traffic is directed to the advertiser's site.
 Multiple ad campaigns can be executed for each keyword.

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 It results in higher Click-Through Rates (CTR), more conversions, and increased sales
revenue.

d. Email Marketing

Email marketing is the use of email to promote products and services while building
relationships with potential customers and clients. It is essentially direct mail sent
electronically rather than by post. When someone visits a website or business, invite them
to join the email subscriber list of the advertiser. With their permission, emails about sales,
special events, or product releases can be sent. Every time a company sends an email, it
can be considered a form of email marketing, along with order confirmations and direct
answers to customer questions. Email marketing may include newsletters containing
company news and promotions and exclusive offers for subscribers. At its best, email
marketing allows businesses to keep their customers up to date and tailor their marketing
messages to their target audience. At its worst, this kind of marketing can alienate
customers with persistent and unsolicited spam emails.

Some of the Email Marketing Strategies are listed below.

 Build a customized List of email recipients
 Adhere to the CAN-SPAM Act Law
 Create content that is multifaceted rather than simple advertisements
 Respect Your Subscribers
 Follow a Schedule
 Optimize the content for Mobile devices

f. Affiliate and Influencer Marketing

Affiliates or influencers are people who have a considerable influence and presence on social
media as well as the internet through millions of followers, fan base, etc. This involves
marketing brands, products, or services through these affiliates or influencers in exchange
for certain monetary benefits.

Companies pay these affiliates a commission, in return for recommending the company's
offerings to their followers. Example: Affiliates may post a link on their websites that

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encourages users to purchase a product. The links are unique as users may receive
promotional discounts when shopping through the same links shared by affiliates.

Affiliates promote products and services, through mediums such as YouTube videos and
blogs, and when someone clicks on the link provided with the product and ultimately makes
a purchase, they are rewarded with credit for that product. Most businesses have started
working with influencers to increase brand awareness. Social media influencers have a huge
impact on the opinion of their fan base, and brands are using this to their advantage by
using them to promote their products.

1.1.3 Customer Life Cycle

The customer lifecycle refers to the process by which a prospect recognizes a product,
purchases from a brand, and ideally becomes a long-time customer of the company. This
process consists of five phases namely Reach, Acquisition, Conversions, Retention and,
Loyalty.

Customer Life Cycle management is the process of tracking customer life cycle stages,
associating metrics with each stage, and measuring success based on those metrics. Its
purpose is to track a company's performance over time in relation to the customer lifecycle.

Stages of the Customer Life Cycle

1. Reach

In this phase, customers search for products after they become aware of a need or a problem
or an issue that needs to be resolved. This phase is called 'reach' because it is the marketer's
opportunity to reach the customer under consideration.

At this stage, customers compare products from competing brands, conduct research, and

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read customer reviews. Social media marketing, SEO, search engine marketing, and other
inbound and outbound methods require the marketer's brand to be on the client's radar.

This stage succeeds when the client asks the marketer for more information to educate them
or to get the final price.

2. Acquisition

When a customer visits the marketer's website or contacts the marketer, the customer
officially enters the Acquisition phase. This phase looks different depending on the
acquisition channel used by the customer. For example, when a customer calls a marketer,
it is important to address their questions and concerns and ask for more information about
their needs. Following that, the best products or services will be offered to satisfy their needs,
as well as educate them on the uses of those products or services.

When customers visit a website, they should encounter informative and educational content
that helps them make purchasing decisions. Any content offering, pricing page, or blog post
must give customers what they need to make a purchasing decision.

3. Conversion

After receiving all the information they need and getting excited about the brand's customer
experience, the prospect makes a purchase. This is where they have officially converted and
become a customer of a marketer. It's important for marketers to understand that customers
don't just buy products and services; they build relationships that last forever.

4. Retention

Customer retention starts with knowing how the customers feel. Reach out to them and ask
how they enjoyed the new product or service. Conduct customer service surveys, measure
customer satisfaction scores, establish a voice of the customer programs and find out what

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can be done better. This feedback allows the seller or service provider to continuously
improve their products and services and customer service experience.

This is the stage where only selected customers receive special care by granting access to
24/7 support, product discounts, and referral bonuses. This special care turns customers
from simple buyers into brand promoters.

5. Loyalty

Here, the customer becomes a key asset of the brand through additional purchases. As brand
promoters, social media posts about their experience about product reviews that inform
potential customers during the reach phase. Brand loyalty is paramount. A customer
reaches this level under the influence of his / her previous four levels.

 The stage-wise suggestions to manage the Customer Life Cycle are listed below.

1. Reach Stage: Identify the target audience and share relevant content.
2. Acquisition Stage: Provide self-service resources and proactive customer service.
3. Conversion Stage: Remove friction from the purchase stage by providing support
options.
4. Retention Stage: Personalize the customer's experience after a purchase by
adopting fully automated CRM strategies.
5. Loyalty Stage: Invite customer reviews and encourage referrals.

 Below is a list of recommended best practices for customer lifecycle management.

1. Personalize interactions with prospects and customers.

2. Build Omni-channel experiences to reach the customers where they are.
3. Survey the current customers to find friction points in their lifecycle.
4. Conduct a survey to find out the reason for non-converting prospects.
5. Continue to nurture customers even after sale.

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Marketing Technology (MarTech)

Marketing technology is a common term used to refer technology that assist marketing
teams in their work, especially in the sphere of digital marketing, and also for the
optimization of offline marketing channels. It describes a range of software and tools that
assist in achieving marketing goals or objectives.

Marketing technology is also known as MarTech. It has become a staple in digital

marketing campaigns, but can also be used to optimize marketing efforts across any
marketing channel.

A constellation of marketing technologies used by digital marketers is known as their

marketing technology stack.

Martech software is used to create, execute, manage, orchestrate, and measure the
performance of content, campaigns and experiences both in online and offline platforms.

The Benefits of adopting Marketing Technology.

The prominent benefits of MarTech are listed below.

 Increased efficiency

 Better customer relationships

 Better data analysis

 More agility

Make organizations more efficient and effective by reducing the number of man-hours
required for the execution of the marketing strategy. Provide actionable insight into the
ROI of the marketing efforts. Help the teams to be more effective in the acquisition and
retention of customers.

Main types of Marketing Technology

Advertising Technology: Provides a way for to access audiences that would otherwise be
out of reach. Some of the channels are Google search ads, remarketing ads through
Facebook, or targeting a specific job title within LinkedIn.

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Analytics: This should be the prominent component of any marketing technology stack. It
can be a standalone product or a feature of a different tool.

Content Management: A digital content management repository is essential to create,

store, retrieve and share the contents required to sell products or services.

CRM: Having a good CRM system is a critical aspect of marketing efficiency.

Social Media: There are a number of different ways that social media operations can be
optimized using technology.

MarTech Stack

The collection of commercial, off-the-shelf applications and/or home-grown software

applications used to create, execute, manage, orchestrate, and measure the results of
marketing activities is known as a MarTech stack.

Responsibilities of MarTech professionals

 Researching/recommending marketing technology

 Designing and managing workflows

 Playing MarTech administrator’s role

 Executing campaigns

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1.3 The Future of Digital Marketing

The digital world has become an integral part of everyone’s life. The future of Digital
Marketing is highly promising where the customers are provided with plenty of options to
educate themselves and the marketers are provided with an ensemble of smart digital
marketing tools.

The future trends of Digital Marketing are expected to revolve around the following aspects.

1. The Rise of Influencer Marketing

2. Popularity of Shorter Video Contents in the form of Shorts and Reels.
3. Enhanced Voice Search
4. Extended Reality and Immersive Experiences
5. Consumer Privacy and Data Ethics
6. AI enabled Digital Marketing Strategies
7. Metaverse
8. Crypto
9. Live Commerce
10. Augmented Reality
11. Chatbots
12. Programmatic Advertising

1.4 Summary

1. Digital marketing, often called online marketing, refers to all marketing activities that
take place online.

2. Digital Marketing could be defined as any kind of marketing that occurs on the internet
through the use of a mobile device, laptop, internet, etc.

3. The prominent channels for Digital Marketing are Search Engines, Social Media, blogs,

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online advertisements, affiliate marketing, emails, and dedicated marketing mobile

applications.

4. Digital Marketing can be conducted in many forms.

5. The customer lifecycle refers to the process by which a prospect recognizes a product,
purchases from a brand, and ideally becomes a long-time customer of the company.

6. Customer Life Cycle consists of five phases namely Reach, Acquisition, Conversions,
Retention and, Loyalty.

7. Marketing Technology (MarTech) describes a range of software and tools that assist in
achieving marketing goals or objectives.

8. Metaverse, Augmented Reality, Chatbots are some of the prominent Digital Marketing
Components of the Future.

Self-Assessment Questions

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Descriptive Questions

Short Questions

1. Digital Marketing is essential for a business’s growth. Justify the statement.

2. List out the basic steps to launch and maintain email marketing campaigns.

3. Summarise the importance of Search Engine Results Pages in SEO.

4. List out the methods of nurturing a customer after a sale.

5. Analyse the role technology in marketing.

Medium Questions

1. Using suitable examples justify the need for affiliate marketing.

2. Brief the responsibilities of MarTech professionals.

3. Justify how Pay-Per-Click concept is relevant in today’s marketing scenario?

4. Demonstrate the role of keyword interpretation in Search Engine Results Page Processing.

5. As a Digital Marketing Professional, explain the potential of CRM in

Customer Life Cycle Management?

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Long Questions

1. Justify how investing in Search Engine Optimization will add value to the Digital
Marketing strategies of an enterprise.
2. Assume that you are a Strategy Planner in the Digital Marketing division of an EduTech
Enterprise. Explain the Loyalty schemes you will implement for a child enrolling for Foreign
Language Learning Module.
3. Assuring privacy and security of subscriber’s information in email marketing is topmost
priority in selecting an email service provider. Explain.
4. Elucidate the role of technology in Marketing by covering the components of a
MarTech Stack.
5. Spending to upgrade the skill sets of Social Media Team of a Digital Marketing
enterprise is an Investment and not an Expense. Justify.

1.5 POST-UNIT READING MATERIAL

Not Provided

1.6 TOPICS FOR DISCUSSION FORUMS

Not Provided

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 UNIT
SEARCH ENGINE OPTIMIZATION
(SEO)

Names of Sub-Units
Introduction to SEO - How Search Engines Work -Keyword Search and Research – On-
page optimization

Overview
Websites are one of the largest brand assets for businesses, governments, educational
institutions, and more. It is the most important marketing channel for business entities in
this digital age. Optimizing the website for customer needs and presenting these
characteristics form the basic process of SEO. Search engine optimization refers to the
techniques and practices that help a website receive more traffic from search engines and
convert that traffic into quantifiable business results. This is the process of optimizing a
web page or an entire website so that it appears higher in the search results of search
engines. Search engines provide search results to users by performing a set of activities
that are common to all search engines. At the same time, each search engine uses certain
unique algorithms that make a difference. Search Engine Optimization can be
implemented in several ways. The ultimate goal of SEO is to drive more organic traffic to
a website by making the website more visible to search engines.
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UNIT 2: Search Engine Optimization (SEO)

Learning Objectives
In this Unit you will learn –
 About the fundamental concepts of Search Engine Optimization (SEO)
 About the benefits of SEO
 About the working principle of Search Engine
 About the SEO types
 About the tools that help to implement SEO

Learning Outcomes

At the end of this unit, you would:

 Be able to understand the basic concepts of Search Engine Optimization

 Be able to know the working principle of Search Engines
 Be able to know the types of SEO
 Be aware of the process of optimizing websites and its benefits
 Be able to perform keyword research & optimize for new SEO Keywords

Pre-Unit Preparatory Material

Not Required

Introduction

Introduction to Search Engine Optimization

Search Engine Optimization (SEO), is one of the core aspects of marketing. This is the process
of making a website more visible on a search engine’s results page. A proper SEO strategy will
list a business’s website at the top on a Google search page, leading to improving the visiting
chance by those who are searching for details. The goal of Search engines is to provide the
most relevant results for a person typing a search query. SEO is the practice of placing a
website to rank higher on the Search Engine Results Page (SERP) so that more visits are

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received for that website. SEO is therefore about clearly understanding the needs of the target
audience and configuring the website accordingly. SEO can cover different types of search
such as image search, local search, video search, news search engine, etc. Implementing a
strong SEO strategy will help marketers to position their websites appropriately, so that they
can be found at the topmost positions of a search result. SEO implementation optimizes
websites to get listed top in the Search Engine Results Pages (SERPs) for search attempts
containing keywords and phrases related to that business firm and ensuring that the website
provides proper response to its visitor queries.
Search Engine Optimization (SEO), is one of the core aspects of marketing. This is the process
of making a website more visible on a search engine’s results page. A proper SEO strategy will
list a business’s website at the top on a Google search page, leading to improving the visiting
chance by those who are searching for details. The goal of Search engines is to provide the
most relevant results for a person typing a search query. SEO is the practice of placing a
website to rank higher on the Search Engine Results Page (SERP) so that more visits are
received for that website. SEO is therefore about clearly understanding the needs of the target
audience and configuring the website accordingly. SEO can cover different types of search
such as image search, local search, video search, news search engine, etc. Implementing a
strong SEO strategy will help marketers to position their websites appropriately, so that they
can be found at the topmost positions of a search result. SEO takes into consideration how
search engines work, what people search for, the actual search terms or keywords typed into
search engines and which search engines are preferred by their targeted audience as a part of
its Internet marketing strategy. Optimizing a website may involve editing its content and
HTML and associated coding to both increase its relevance to specific keywords and to
remove barriers to the indexing activities of search engines.

The Role of SEO in Digital Marketing

SEO implementation optimizes websites to get listed top in the Search Engine Results Pages
(SERPs) for search attempts containing keywords and phrases related to that business firm and
ensuring that the website provides proper response to it’s visitor queries.
Some examples of SEO techniques and their purposes are listed below.
Incorporating responsive design so that the website becomes mobile gadget friendly.
Implementing navigation options to ensure that the users can easily navigate the website
Creating customised content capable of answering user queries
Identifying and inserting relevant user search keywords and phrases at appropriate locations
in the website possessing the potential to attract good search traffic, so that the site visibility

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is improved.
Providing additional reference options to the searchers by incorporating relevant links from
authentic web resources high-quality sites.
SEO Strategy implementation makes search engines to receive positive impressions about a
website, that it provides value to users. As a result, search engines will rank that website
higher in the SERPs. Achieving a top position in the search results is essential because majority
of the users will maximum refer only to the first two pages of the search results.

Benefits of SEO in Digital Marketing

SEO is an essential strategy that can help a business grow and reach new heights.
Boost online visibility: SEO implementation makes a website to appear higher in the search
results enabling a website to be viewed by more number of users.
Increase website traffic: Increased SERP will bring more visitors to the business website and
create chance to increase sales and revenue of the business.
Stand out from competitors: SEO enables a business to stand out from its main competitors
by projecting it as an expert in the domain to outshine the competitors and attract new
customers.

How Web Search Engines Work

A search engine is a software application designed to help people find the information they
are looking for in the World Wide Web by using keywords or phrases.

A search engine operates in the following order:

Crawling - Search Engines use special programs, called spiders, bots or crawlers, to browse the
internet at regular intervals to keep its content up-to-date.
Indexing – Search Engines categorize the web page’s content by using the 'keywords' as a part
of their understanding process.
Ranking – Search Engines apply a number of factors like keyword density, speed and links to
rank the search results.

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Search engines work by storing information about many web pages, which they retrieve from
the Web page’s HTML itself. An automated web browser called web crawler or spider is used
to retrieve web pages by following every link of a website. An index repository is then created
to store data about the web pages by analysing the contents to determine the indexing policy.
Data about web pages are stored in an index database for use in later queries. A query can be
a single word or a phrase.

The objective of index creations is to enable quick finding of the information needed by the
users. Some search engines like Google, store the entire or part of the source page and
information about the web pages as well, whereas some other search engines, store each and
every individual word of the pages they find. This process is referred to as a cache, which
always holds the actual search text since it is the one that was actually indexed, so it can be
very useful when the content of the current page has been updated and the search terms are
no longer in it. The improved search relevance makes these cached pages very useful beyond
the fact that they can contain data that may no longer be available elsewhere.
When search query is entered, the engine refers its index and renders a list of best-matching

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UNIT 2: Search Engine Optimization (SEO)

web pages according to its criteria as a result for the search query. The search results will
usually come with a short summary about the document's title and sometimes parts of the
text. The index is constructed from the information stored with the data and the search engine
method by which the information is indexed. Search Engines look for the words or phrases
exactly as entered by the user while initiating the result rendering process.

A search engine's usefulness depends on the relevance of the returned result set. There may
be millions of web pages containing a particular word or phrase, but some pages may be
more relevant, popular, or authoritative than others. Most search engines use a method of
ranking results so that the "best" results appear first. The way search engines determine which
pages get the most hits, and the order in which the results are displayed, varies greatly from
search engine to search engine. Methods change over time as Internet usage changes and
new technologies are developed.

Majority of the Search Engines are commercial ventures supported by advertising revenue
and, as a result, some employ the practice of allowing advertisers to pay money to have their
listings ranked higher in search results. Those search engines which do not accept monetary
benefit for producing search results generate revenue by offering search related
advertisements along with the regular search results.

Key Research

Keyword research is a technique used by search engine optimization professionals to find and
research the actual search terms that people are typing into search engines when searching.
Search Engine Optimizers research keywords to improve rankings for desired keywords. This is
the basic method of any search engine optimization project. The first step to successful SEO is
conducting effective research targeting the right keywords. This involves studying the popular
and frequently searched strings that users type into search engines and strategically
incorporating them into the web content so that that web page appears on Search Engine
Results Pages (SERPs). Search engines today rank content by prioritizing well-written content
that aligns with search intent. Keyword density indicates how often keywords are placed in
web content. This old-style Search Engine Optimization is no longer prominent in SEO
strategy. Keyword research tactics are evolving along with search engine algorithms.

Research is the association of keywords with a website and its individual pages to help users
find the best pages to answer their queries. This process is called search intent. Keyword

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research also involves breaking down search queries into different stages of the user journey
and different search categories, Transactions, Navigation, and Information.
Good keyword research helps users find what they need

Why Keyword Research is Important for SEO

A search engine is an information retrieval system built around the queries that a user inputs
to find an answer or relevant information to their search query.
The primary objective of all search engines is to connect a user with the best answer to their
query and the best website page so that a user is satisfied. A Good keyword research act as
the foundation is the foundation to connect a business with its potential customers.

Keyword research is the process of understanding the site visitors primarily by looking at their
needs and then the phrases, keywords, or queries they use to identify web content that meet
their needs.

What are the types of SEO in Digital Marketing?

Implementing SEO can be done in a number of ways so that your website ranks highly on
search engine result pages. Of the 12 types of SEO, 4 are called SEO pillars.
The pillars of SEO in digital marketing are listed below.

 On-page SEO

 Off-page SEO

 Technical SEO

 Content SEO

1. On-page SEO
On-page SEO refers to optimization done directly on a website. On-page SEO focuses on
making the website easy to use and providing value to the users by answering their questions
and providing solutions to their questions.
Here are some factors to be focussed while optimizing for on-page SEO:

a) Keyword

b) URLs

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c) Title tag

d) Header tag

e) Meta description
On-page SEO helps in improving a website so that users and search engines can better
understand the website. For example, optimizing a web page’s title lets search engines and
users know about that page's topic. This can improve ranking and encourage users to click on
the website.

2. Off-page SEO
Off-page SEO refers to optimization that takes place outside the website. Off-page SEO allows
focusing on the website's authority. Even if the website or domain authority is not an official
Google ranking factor, once can improve the ranking by creating a website with valuable
content that people and websites will link back to.
This process may include collecting links from other of her websites, sharing links on social
media platforms, and other mentions of her website on the Internet.
Off-page SEO includes:

a) Create accurate, valuable, high-quality content

b) Share content on social media

c) Connect with influencers

d) Visit other websites to host your own writing

3. Technical SEO
Technical SEO refers to optimization performed to make a website easier to use and
understand for search engine crawlers and users. Search engine crawlers enable search
engines to store page and website data for future searches.
Technical SEO focuses on optimizing a web site’s backend parameters. Page load speed,
Mobile friendliness and ease of navigation are some of the backend parameters. Page design,
navigation, and loading speed affect how easily a website can be used and understood by the
audience and crawlers. If a website loads quickly and makes it easy for users to find the
information they need, it is an indication that the website will rank high in the SERPs.

4. Content SEO
The final SEO pillar is content. Content is the main component of the website. It provides the

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users and search engines important information about the business like what the business
does and what kinds of products and services are offered.
Content creation also permits inclusion of quality keywords throughout the site to increase
the chances of ranking higher in search results. There are many types of content that can be
created for business, including:

a) Blogs

b) Information articles

c) Detailed description serving as guides

d) Videos

e) Infographics and more

Content works in tandem with a business’s SEO strategy, allowing business to promote the
products and services online to a wider audience, increasing sales and revenue for the
business.
A detailed description about the types of SEOs is given below.

1. White Hat SEO

When we hear the term White Hat SEO, we mean the SEO practices that comply with the
terms of service of major search engines, including Google. A White Hat SEO improves search
engine rankings in SERPs while regulating the website's integrity with search engine terms and
conditions.
White hat SEO practices are the best way to create a successful website. Here are some white
SEO practices that one should strictly follow.
Use keyword-rich, descriptive meta tags
Provide quality services and content to website visitors
Make the website easier to navigate

2. Black Hat SEO

Black Hat SEO exploits weaknesses in Google's search algorithm to help a page to appear
higher in search results. Spamming or paid link building strategies, keyword stuffing, cloaking,
etc. are used to gain an edge in search engine results. These practices give immediate results,
but can negatively impact the site's reputation if discovered by search engines like Google.
Therefore, it is better to avoid black hat SEO.

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3. Gray Hat SEO

It is a more risky SEO practice than white hat SEO. This is because Gray hat SEO practices do
not fall into either the white hat or black hat category. This is because the terminology on the
subject is unclear. However, using Gray hat SEO techniques will not make a site get blacklisted
by search engines. Simply put, the material or content of a website according to Gray Hat SEO
remains undefined. Being aware of Gray hat SEO practices can help an individual to avoid
losing website traffic as he is aware of the negative impacts and leads to adopting fair
practices.

4. On-page SEO
On-page SEO is the process of optimizing title tags, internal links, HTML code, URLs, images,
and many other on-page elements of web pages to improve rankings and user experience.
Following are the methods of implementing on-page SEO.
Create informative, relevant, and engaging content for the website users while optimizing for
the Google bot.
Use HTML tags to highlight important sections of the website's content.
Check for broken links and duplication of content.
Reduce the file size of the images.
Structure URLs of multiple pages to be clear and to the point.

5. Off-page SEO
Off-page SEO can be thought of as anything that is done outside of the website to help it
appear higher in the search results. This includes getting promotions on social media, getting
good customer reviews on online forums, and getting links from credible websites in the same
field.

6. Technical SEO
The main goal of technical SEO is to enable Google bots to successfully crawl, interpret and
index the pages of a website. For example, creating a rich XML sitemap and optimizing the
site for mobile devices are just a few of the tactics web spiders can use to filter and categorize
pages based on their content.

7. International SEO
International SEO improves website organic traffic from different regions and languages.

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Anyone who wants to succeed in SEO internationally, must consider the cultural background
of the target market and allow them to transact using in their currency and language. Be sure
to use the correct date and time format based on the location listed. If the target audience
have any concerns, please speak in their native language. International SEO aims to provide a
great online experience for the website's target audience.

8. Local SEO
A local SEO strategy for local business is one of the most important types of SEO as it makes
a business stand out more in Google's local search results. Local SEO helps businesses reach
local audiences by analyzing their behaviour across trillions of searches. Local SEO practices
give the local business with an opportunity to rank high in search results and local map
packages at the same time. This will grow the business and drive more traffic to the website.

9. Ecommerce SEO
Ecommerce SEO is one of the best ways to get traffic from paid search, but SEO costs much
less. It helps in designing the website for an online store to appear higher when someone
searches for products and services.
It is important that the website appears in the SERP. Otherwise, the business unit will lose
critical access to potential and eligible e-Commerce customers. If the competitor research
focuses on homepage SEO and your website is well-architected, e-commerce SEO can
optimize a business unit’s website to generate traffic and increase search volume.

10. Content SEO

It's about creating unique content such as text, graphics, and videos to build a website and
rank high in the SERPs. There are three things to consider when dealing with content SEO:
copywriting, page structure, and keyword strategy. A website will not rank in search results
without quality content, so balancing all three is very important.
It's also just as important to review a site’s content after it's published as it was before it was
published. Track content performance. Make the necessary changes, add new products, and
apply different strategies to increase the reach of the website.

11. Mobile SEO

Mobile SEO is a term used to describe optimizing a website for search engines while making it
look good on devices such as mobile phones and tablets. If a customer has a bad experience
with a brand on their phone, they may never come back. If a business unit want to give its
customers the best possible experience, it should use this type of search engine optimization.

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It's important to ensure that the site's style, structure, and page speed don't change the minds
of mobile users.

12. Negative SEO

Negative SEO is unethical type practiced today. The objective of negative SEO is to lower the
competitor's search rankings to overtake or gain an advantage over them. Bad SEO practices
include hacking other people's websites, creating a suspiciously large number of low-quality
links, and posting negative feedback and reviews about them on numerous Internet forums,
discussion boards, etc. will be various legal issues

SEO Implementation Tools

Implementing SEO can be done in a number of ways so that a website achieves top rank in
search results.

There are literally hundreds of search engine optimization tools some free and some paid, all
designed to help users understand how and why their website performs a certain way in
searches. Here are some of the best free and paid tools for SEO.

Google Search Console

Google Search Console is a must to implement any kind of SEO on websites.

Directly from Google, this robust free tool shows how many impressions and clicks a particular
web page is generating, which keywords are generating the best results, their average
position in search results, indexing status, and provides webmasters with an overview of
security issues or serious problems with the website.

Insights from ranking analysis can be used to identify optimization opportunities. When a
webpage is about to appear on the first page, adjust the keyword targeting, increase page
load time, and update page title and meta description to check whether the page moves
higher in the SERPs.

Google Analytics

In addition to Search Console, Google Analytics must also be installed on a website. This tool
isn't just for SEO, but it integrates with Search Console so one can see which landing pages

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are generating the most impressions directly.

Google Analytics also helps in tracking changes in traffic volume from organic searches and
which pages the users visit and convert the most. One can also annotate in Google Analytics
to track any optimizations that are implemented or updates to known algorithms, so one can
properly correlate results in the reports.

Answer the Public

This is a great free tool that one can use to generate keyword ideas. It works really well
because it uses the scraper tool to pull out the questions people are looking for on a
particular topic and presents it in an engaging, easy-to-understand visual format.

Moz

This is not only an invaluable SEO resource for anyone wanting to learn more about the
subject, but also help the webmaster to make sure that the pages of the website are more
authoritative and attracts more visits. The MozBar plugin can be used to identify ranking
opportunities during the keyword research process.

Best Paid SEO Tools

For projects with sufficient budget, investing in paid tools can give a deeper understanding of
the site's performance and clarify where the greatest opportunities lie. It's not required, but
paid tools are certainly useful and worth the investment if organic search is the primary source
of revenue for a business.

Here are some of the best paid tools for SEO.

Ahrefs
It has some of the most thorough data collection capabilities currently accessible, making it a
popular tool for content publishers and SEOs.
Subscribers will have access to all of their SEO tools, such as:
Site Explorer: To view the backlink profile and data on organic search traffic for any website,
including own. It is an outstanding tool for conducting a competitive analysis!
Keywords Explorer: With the help of the tool , one can plan and produce content that is more
likely to rank.
Rank Tracer : It is a programme that lets the webmaster to compare the site’s Google ranks to

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those of the competitors..

Site Audit: Provides a thorough analysis of the SEO health of the website.

Screaming Frog Spider SEO

The only way to make sure that a website is appropriately built for SEO success is to frequently
audit it. The Screaming Frog tool is undoubtedly the industry standard for doing in-depth
analyses of the more technical SEO components.
It functions essentially as a web crawler that checks the web pages for typical mistakes like
duplicate content, broken links, redirect chains and loops, etc. It may even alert the webmaster
about the poorly optimised meta descriptions and titles. This is extremely helpful for very
large websites with hundreds or thousands of pages.

Keywords Everywhere
This is a Chrome extension that provides insights into search volume, competition, related
searches for specific keywords, and more. Previously a free tool, it is now available for a
nominal fee.
It gives extra ideas for what relevant topics one might want to include in the web content and
allows to see which terms are the most searched, which is quite beneficial when conducting
keyword research and developing topic models for the content.
The tool also functions when used outside of Google Search; it will provide the same data
inside of Google Analytics and Search Console. Additionally, one can also export the lists and
use a dashboard to manage them as needed.

SEMrush
SEMrush is another powerful premium SEO tool that offers various features and dashboards
that give users a deep understanding of how their website is performing in search. Especially
useful for doing competitive analysis, SEMrush has several tools to help webmasters to
identify competitors and what they're doing and what they're doing wrong. Not only one can
compare, but one can also see what content the competitors are producing and get an idea of
how much market share each site holds.

build brand loyalty. We may say that integrated Marketing Communications are crucial for any
business because it gives them the freedom to reach their target audience in the way they see
fit. When executed properly, it gives brands confidence that they can continue to serve their
target audience.

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The success and growth of a business depend heavily on marketing. Consider working with an
outside marketing agency if you need help developing a winning strategy. Any company, no
matter how big or little, that can teach you how to effectively communicate with and sell to
consumers is worth your money.

Summary

 Optimizing the website for customer needs and presenting these characteristics form
the basic process of SEO.
 This is the process of optimizing a web page or an entire website so that it appears
higher in the search results of search engines.
 Search engines work by storing information about many web pages, which they retrieve
from the Web page’s HTML itself.
 SEO can cover different types of search such as image search, local search, video
search, news search engine, etc.
 SEO Strategy implementation makes search engines to receive positive impressions
about a website, that it provides value to users.
 SEO is an essential strategy that can help a business grow and reach new heights.
 Of the 12 types of SEO, 4 are called SEO pillars.

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Names of Sub-Units
Website Management & Optimization - Off-page SEO -Planning a new Website -
Marketing the optimized Website - Analytics & Measurement.

Overview
A digital ecosystem is an amalgamation of technologies that provide people with access
to information in real time. It's not a new concept. Dr. Alexander Graham Bell built the first
digital ecosystem through his invention of the telephone and fax machine. Since then, the
digital ecosystem has grown exponentially and has become an integral part of everyone's
lives. It is a complex network of people, companies and systems that use technology to
interact with each other. A digital ecosystem uses a physical layer (devices), an information
layer (data), and an application layer (apps). The main difference is that digital ecosystems
do more than just connect multiple devices and apps, they allow businesses to leverage all
three of his layers simultaneously, making customer interactions seamless over time.
Traditional strategic thinking tends to rely on command and control with established
metrics and decision-making levels that can hinder innovation and change. In today's
hyper-connected world, where digital ecosystems are central to many strategies,
companies must give up some control so that they can collaborate with other stakeholders
in a decentralized network. This approach rewards innovation, promotes resilience, and
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encourages organizations to respond quickly to change. Anyone can use the digital
ecosystem. In fact, there are a wide range of examples of successful digital ecosystems,
and they usually fall into one of the following categories: Businesses tap into the digital
ecosystem Many companies around the world are deploying digital ecosystems within
their technology stacks to support commercial growth and create more engaging
customer experiences. A clear example is Meta (formerly Facebook) and its platform
infrastructure (Facebook, Instagram, WhatsApp, Amazon, Amazon Web Services, etc.). To
build a digital ecosystem, one must first be able to identify the customer's needs. This is
typically done to address existing issues or by using data to identify trends. In many ways,
digital ecosystems are similar to business ecosystems. This is because it allows business
owners to increase efficiency and increase revenue.

Government Agencies are also starting to tap into the digital ecosystem as part of their
transparency and accountability efforts. For example, MyData, the European Union's open
source platform permits citizens to access their data and see how it is being used or sold.
This is important to make sure no one is violating data protection laws.

Learning Objectives
In this Unit you will learn –
 About the fundamental concepts of Digital Ecosystems
 About the basics of Website Management
 The basics of off-page SEO
 The methods of planning a new website
 The options to market a website
 The methods of performing Analytics on Website
 About the popular Website Analytics Tools

Learning Outcomes

At the end of this unit, you would:

 Be able to Demonstrate website management & optimization
 Recognize performance metrics with SEO tools to execute the SEO strategies
successfully.
 Be able to perform keyword research & optimize for new SEO Keywords

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Pre-Unit Preparatory Material

 https://blog.hubspot.com/website/web-optimization
 https://developers.google.com/search/docs/fundamentals/seo-starter-guide

Introduction

A digital ecosystem is a set of technologies that work together to deliver information. It's
like a network of digital devices working together to provide information. The term "digital
ecosystem" is used to describe a combination of technologies. They work together to bring
information for the beneficiary. A centralized database forms the foundation of a digital
ecosystem. One can use cloud-based databases such as Google Cloud and Amazon Web
Services (AWS). Centralized databases are generally easier to manage. It's also more secure
than decentralized. Software as a Service (SaaS) enables organizations to operate large and
complex digital ecosystems with less upfront investment and less risk than traditional on-
premises solutions. APIs serve as the backbone of a digital ecosystem. Platforms such as
ERP (Enterprise Resource Planning), CRM (Customer Relationship Management) and CMS
(Content Management System) act as links to create a networked digital ecosystem.
Technology integration increases the value of the digital ecosystem. As technology
becomes an integral part of our lives, the digital ecosystem automatically becomes part of
it. Choosing the right technology is essential for a successful digital ecosystem.

The Role of SEO in Digital Marketing

SEO implementation optimizes websites to get listed top in the Search Engine Results
Pages (SERPs) for search attempts containing keywords and phrases related to that
business firm and ensuring that the website provides proper response to its visitor queries.
Some examples of SEO techniques and their purposes are listed below.
Incorporating responsive design so that the website becomes mobile gadget friendly.
Implementing navigation options to ensure that the users can easily navigate the website
Creating customised content capable of answering user queries
Identifying and inserting relevant user search keywords and phrases at appropriate
locations in the website possessing the potential to attract good search traffic, so that the
site visibility is improved.

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Providing additional reference options to the searchers by incorporating relevant links

from authentic web resources high-quality sites.

SEO Strategy implementation makes search engines to receive positive impressions about
a website, that it provides value to users. As a result, search engines will rank that website
higher in the SERPs. Achieving a top position in the search results is essential
because majority of the users will maximum refer only to the first two pages of the search
results.

Website Management

Website management is the set of processes used to ensure that a website is professional,
up-to-date and working as intended. It covers general website maintenance, security and
long-term development, as well as organizing content delivery and marketing strategies.

Website Management Tasks

Basically, website management is an umbrella activity comprising a set of tasks each with
a defined purpose. Some of the prominent website management tasks are listed below.
1. Implementation of maintenance work
2. Implementation of design update
3. Plan and deliver content updates
4. Implementation of marketing strategy
5. Ensure website security
6. Providing web support to employees and customers
7. Plans for future growth in domestic and overseas markets
8. Deliver a consistent user experience across all channels
9. Make content reusable in different situations

Importance of Website Management

1. Prepare for future growth by adopting appropriate strategies and tools.

2. Websites are always evolving to render the latest information to the users.
3. Dealing with downtime is costly
4. Budget-Friendly Efficiency

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Tips for Improving Website Management

1. Identify and implement a suitable content management system.

2. Identify and prioritize areas that require immediate attention.
3. Always anticipate future needs.
4. Make a plan for handling web content.
5. Monitor web traffic.
6. Conduct regular security audits

Website Management Schedule

Website Management is a perennial activity and hence proper planning and execution is
very much essential. A team must be exclusively allotted for website management. Most
of the business units have a common website and dedicated websites for each of their
products and services. Hence a proper management plan becomes mandatory. The plan
should contain the following components.
1. Resource Management
2. Time Management
3. Budget Management
4. Legal Aspects
5. Research and Development
6. Risk Management

Daily, Weekly, Monthly and Yearly schedules are needed for Website Management. Each
category will have certain components that are very unique and common as well.
The Website Management Schedule and the common tasks under each schedule are listed
below.
1. Daily Management
a. Maintaining Backups
b. Monitor the Uptime
c. Generate and Analyse Security Reports

2. Weekly Management
a. Do a routine check of the updates of the plug-ins used in the website
b. Perform browser compatibility tests

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c. Archive backups
d. Look for user feedbacks

3. Monthly Management
a. Conduct Analytics Review
b. Check the loading time of the site, pages and special contents
c. Test the User Interface screens to ensure that none of the user inputs are missed.
d. Remove unused plugins and themes.
e. Cross verify the backups
f. Optimise the back-end
g. Optimise the business logic that interacts with the User and the back-end.

4. Yearly Management
a. Renew domain names, SSL, Payment Gateway licences and any other third party
components
b. Update the Copyright Information
c. Conduct an audit on the installed plugins and themes

Website Optimization

Website optimization is the process of using tools, advanced strategies, and experiments
to improve website performance, drive traffic, increase conversions, and increase sales.
One of the most important aspects of website optimization is Search Engine Optimization
(SEO). This technique not only focuses on getting various pages of your website to rank
high in his SERPs for specific keywords, but also helps prospects find the brand in the
easiest way. Another important aspect here is on-page optimization. This technique gives
prospects the best user experience to land on a website and allows them to take desired
actions and convert them into leads. Therefore, optimizing a website is not only the most
effective and efficient way to enter untapped markets (without paying for advertising), but
it can also lead to more conversions and increased sales. However, while SEO is an integral
part of website optimization, it is not the whole optimization process. By optimizing your
website for real people, once can earn the visitors' trust, build relationships, and sell the
products without jumping into the sales pitch. A holistic website optimization approach
combines different areas to ensure that a website performs optimally in all areas. The
components of the holistic approach are listed below.

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 Search Engine Optimization

 Copywriting
 Analytics
 UX Design (front end)
 Web development (backend)
 Conversion Rate Optimization/ landing page optimization.

Importance of Website Optimization

Over the past decade, the Internet has evolved into a place where consumers make
purchasing decisions and purchase products. The Internet has taken on the role of “ask
your friends” in all fields. So, by positioning the business correctly, one can consistently
convert people who have never heard of that company before into customers. It doesn't
matter how many people search for terms related to your business. If the website and
content are not optimized, the website will not appear in the results. No one will notice
the website and the business. By mastering search engine optimization (SEO), one can
generate targeted traffic from interested buyers. Leveraging traffic also requires optimizing
user experience and conversion funnel efficiency.

How does Website Optimization Work?

The goal of website optimization is to make a website as attractive as possible for search
engines and real people, but how to do that? The first step to improvement is identifying
the problem. Before we can improve, we need to find out what's wrong with our current
site. This is the basis of a good optimization process. It's not enough to just think about
potential problems for your team. They don't have the breadth or the experience to cover
all areas. Instead, one should use available software tools to check for potential issues such
as SEO, page speed, and mobile usability. Content creators can improve their content,
website managers can improve website structure and other on-page SEO issues, and
designers can improve user experience and website look and feel.
The essential website optimization strategies that can be used to improve a website are
listed below.

 Optimizing the mobile experience

 Improved page speed

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 Search Engine Optimization

 Customization website copy to drive conversions

 User experience optimization

 Applying A/B testing to the website

Crucial Website Optimization Tips

Website optimization can be a large project that takes tens or even hundreds of hours.
Also, when the potential rewards are so large, you don't want your efforts to be wasted by
avoidable mistakes. Below are eight optimization tips to complete the process without any
hassle.
1. Always backup your website before making any changes
2. Optimize images before uploading
3. Use content delivery networks to significantly improve page speed
4. Test quickly and often
5. Write for people, not just search engines
6. Gain trust by using social proof
7. Always optimize by keeping mobile users in mind
8. Optimize the entire customer journey

Off-Page SEO

Off-page SEO refers to optimization that takes place outside the website. Off-page SEO
allows focusing on the website's authority. Even if the website or domain authority is not
an official Google ranking factor, once can improve the ranking by creating a website with
valuable content that people and websites will link back to.
This process may include collecting links from other of her websites, sharing links on social
media platforms, and other mentions of her website on the Internet.

Off-page SEO includes:

 Create accurate, valuable, high-quality content

 Share content on social media

 Connect with influencers

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 Visit other websites to host your own writing

Off-page SEO can be thought of as anything that is done outside of the website to help it
appear higher in the search results. This includes getting promotions on social media,
getting good customer reviews on online forums, and getting links from credible websites
in the same field.

Planning a New Website

A website has become mandatory for anyone in the business domain viz, an aspiring
entrepreneur, blogger or small business owner. It is not easy to get a proper website for a
business just by deciding blindly to develop a website

Adopting a reliable website plan will enable effort planning, resource acquisition, and
consolidate the vision and mission of having a website.

Having a template will be of immense help. It will act as a ready reference; can be used for
any later decisions as well.

A ten step guideline to plan a website is presented below.

1. Identify the goals of the website.
2. Identify the target audience.
3. Create a team and assign roles and responsibilities.
4. Decide how the content will be handled.
5. Define the unique selling proposition of the business.
6. Register for a domain name.
7. Choose a website developer.
8. Source and organize the design components.
9. Create a wireframe model.
10. Generate content for the essential pages of the website.

Tools for planning a website

A huge collection of tools is available to render assistance for planning a website. These
tools will assist in different phases of the website planning process by extending exclusive
support. Some of the popular website planning tools are listed below.

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1. Hubsopt’s Make My Persona

2. Ahrefs professional SEO Tool
3. Ubersuggest SEO Tool
4. Screaming Frog’s SEO Spider
5. Slickplan for sitemap, diagram making, content consistency maintenance, etc.
6. Mockplus prototyping tool

Marketing the Optimized Website

Without a good marketing strategy, chances are very few people will find a website. SEO
is the first step in promoting a website, but in today's competitive web environment, it's
not enough.

There are three ways to market a new website to grab the attention of the potential
visitors.
1. Social media marketing
2. Paid advertising and
3. Content marketing.

The platform to promote a website should be carefully selected to reach the target
audience. This further proves the importance of planning the website since user
personas, and allotted budget for marketing purposes are already known. However,
creating an effective marketing campaign is easier said than done. Paying for advertising
may get the website noticed, but it's not enough. One must grab people's attention,
connect with them, and get them to visit the website.

There are digital marketing agencies that can create and execute marketing strategies for
a business’s website. A web design company with a large portfolio also offers marketing
services worth investing in by reaching and targeting the right audience.
Following are the common tactics to market a website.
a. Search Engine Optimization
b. Social Media Marketing
c. Pay Per Click Advertising
d. Gated Content
e. Content Creation and Management
f. E-Mail Marketing
g. Running retarget campaigns

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UNIT 3: Creating Winning Digital Eco System JGI JAIN
DEEMED-TO-BE UNI VE RSI TY

h. Posting self and guest blogs

i. Word of mouth
j. Pubic Relation Strategies
k. Creating free resource reference repository about products and services
l. Run a newsletter campaign
m. Get indexed in local directories
n. Perform CSR / Outreach activities through the website.

Analytics and Measurement

Analytics is the evaluation and identification of relevant patterns in data. Analytics has
become one of the big buzzwords in the marketing domain. Analytics refers to gauging
website traffic. Marketing without measurement becomes a guessing game. Analytics help
professionals develop and implement appropriate marketing strategies. Some of the most
common analytics are listed below.
1. Number of visits
2. Percentage of new sessions
3. Website traffic channelling
4. Number of single page visits
5. Diverse conversion goals
6. Visitor Retention
7. Website content
8. Device compatibility
9. Landing Pages
10. Exit Page

The above analytics are commonly grouped as follows:

 Visitor Data
 Visitor Behaviour
 Campaign Data
 Site Renewal Data
 Site enhancement data

Importance of Website Analytics

a. Provide insight about the website visitor data and assists in creation of better user
experience.

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UNIT 3: Creating Winning Digital Eco System

b. Helps to optimize websites by understanding customer behaviour.

c. Accurate measurement of the online marketing campaigns.
d. Identify the key performance indicators that drive the business.

Categories and Presentation of Website Analytics Data

Exclusive Dashboards are available to present website analytics data to the webmaster,
digital marketing strategists and others involved in the digital marketing projects. The
content of the dashboard will vary based on the role of the individual. The presented data
can be customized based on user persona, date range, logon mode and other parameters.
The dashboards will have capabilities to present analytics information in graphical,
tabulated and animated forms. Options to share and export analytics presentation will be
present in such dashboards.

Below is the list of popular website analytics tools.

a. Google Analytics
b. Adobe Analytics
c. Piwik
d. Kissmetrics
e. CrazyEgg
f. Parse.ly
g. Mixpanel

Summary

 A digital ecosystem is an amalgamation of technologies that provide people with

access to information in real time.
 Choosing the right technology is essential for a successful digital ecosystem.
 Website management is the set of processes used to ensure that a website is
professional, up-to-date and working as intended.
 Website management is an umbrella activity comprising a set of tasks each with a
defined purpose.
 Off-the-Shelf Website Management Tools are available.
 Website optimization is the process of using tools, advanced strategies, and
experiments to improve website performance, drive traffic, increase conversions, and
increase sales.
 Website optimization can be a large project that takes tens or even hundreds of hours.

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 Off-page SEO refers to optimization that takes place outside the website.
 Adopting a reliable website plan will enable effort planning, resource acquisition, and
consolidate the vision and mission of having a website.
 SEO is the first step in promoting a website, but in today's competitive web
environment, it's not enough.

13
 UNIT – 4: PAY PER CLICK : REACHING THE CUSTOMERS EFFICITEVELY

Names of Sub-unit: Introduction to PPC-Search Ads & Keyword Targeting-

Increasing reach with Display Network - Reaching the Target Audiences - How PPC
fits into the Digital Strategy - Reporting & Tracking

Overview
Pay-per-click (PPC) is a form of digital advertising in which advertisers pay each time

a user clicks on one of their online ads. It is a type of online advertising model that
allows businesses to reach a target audience through relevant and targeted ads. The

ads are typically displayed on search engines like Google and Bing, as well as on
websites and social media platforms like Facebook and Twitter.

In PPC advertising, advertisers set a budget for their campaign and bid on keywords

related to their products or services. The bid amount determines the ad's placement
and visibility on the search engine results page or website. The advertiser is charged
only when a user clicks on their ad, hence the name "pay-per-click".

One of the benefits of PPC advertising is that it can deliver quick results, as the ads
can be up and running within hours and start attracting clicks immediately. It is also a

flexible and scalable advertising method, allowing advertisers to reach a wide range

of audiences and target specific geographic locations, device types, and even specific
times of the day. Additionally, PPC advertising provides detailed tracking and

reporting capabilities, allowing advertisers to measure the performance of their

campaigns and make data-driven decisions to optimize their ads for better results.

Overall, PPC advertising can be an effective method for driving traffic to a website,

generating leads and sales, and building brand awareness. However, it can also be a
competitive and costly advertising channel if not properly managed and optimized.
Advertisers need to be strategic and diligent in their approach, researching keywords,

tracking performance, and continuously testing and optimizing their campaigns to

get the most out of their PPC investment.

Objectives In this Unit you will learn –

1. The fundamentals of Pay-per Click-Advertising

2. About Keyword Targeting

3. How to increase reach with Display Network

4. Reaching the target audience through PPC.

5. The importance of reporting and tracking in PPC

Learning Outcomes

At the end of this Unit you would -

 Able to define various aspects of Pay per Click Advertising.

 Identify the impact of search engine on a paid campaign.

Unit Pre-requisites

Good understanding of the fundamental concepts of marketing, social media

platforms.

Pre-Unit Reading Material -

Post-Unit Reading Material –

1. "Digital Marketing: A Practical Approach" by Meghna Srivastava

2. "PPC Advertising: The Ultimate Guide" by Raghavendra Sharma

3. "Pay-Per-Click Advertising: A Practical Guide" by Nitin Aggarwal

 4.1 Introduction to Pay-Per-Click

Pay-Per-Click (PPC) is a type of online advertising model where advertisers pay a fee
each time one of their ads is clicked. It allows businesses to display ads on search

engines like Google, Bing, and Yahoo, as well as on websites and social media
platforms like Facebook and LinkedIn.

Advertisers set a budget for their PPC campaigns and bid on keywords related to

their products or services. The bid amount determines the ad's placement and
visibility on the search engine results page or website. When a user clicks on the ad,

the advertiser is charged. This cost-per-click (CPC) is usually a few cents to a few
dollars, depending on the competition for the keyword.

PPC advertising is beneficial because it can drive targeted traffic to a website and

provide quick results, as ads can start showing within hours of setting up a campaign.
It also allows for precise targeting of specific demographics, geographic locations,

and times of day. However, it can also be competitive and expensive if not managed
properly, making it important for businesses to continually monitor and optimize
their campaigns for maximum efficiency and ROI.

4.1.1 How PPC Works

Pay-per-click (PPC) advertising is a model where advertisers pay a fee each time one

of their ads is clicked. It is a way for businesses to reach potential customers through
online advertising platforms, such as search engines and social media websites.
Here's how PPC works:

1. Keyword research: Advertisers conduct keyword research to determine what

keywords and phrases are relevant to their business and products/services.

They then use these keywords to create their ad campaigns.

2. Bid for keywords: Advertisers bid on keywords related to their products or

services in order to determine their ad's placement and visibility on the search
 engine results page (SERP) or website. The bid amount determines the ad's
position, with the highest bidder usually appearing at the top of the page.

3. Ad creation: Advertisers create ads that include their chosen keywords and
write compelling ad copy to encourage users to click. These ads can take
various forms, including text ads, image ads, and video ads.

4. Ad placement: Ads are displayed on the SERP or website when a user enters a
search query that includes the advertiser's keywords. The advertiser's bid

amount and quality score (a measure of the relevance and quality of the ad)
determine the ad's position and visibility.

5. Cost-per-click (CPC): When a user clicks on the ad, the advertiser is charged a
fee, known as cost-per-click (CPC). The CPC varies depending on the
competition for the keyword and can range from a few cents to a few dollars.

6. Conversion tracking: Advertisers track and analyze the results of their PPC
campaigns to see how many clicks led to conversions (e.g. sales, sign-ups,

etc.). This information can then be used to optimize the campaign for better
results.

By paying only for clicks, PPC advertising provides businesses with a cost-effective
way to reach potential customers and drive targeted traffic to their websites. It allows

for precise targeting and can provide quick results, making it a popular choice for
many businesses looking to reach new customers through online advertising.

4.1.2 Advantages of Pay-Per-Click

Pay-per-click (PPC) advertising has several advantages over other forms of online
advertising:

1. Quick results: PPC advertising can provide quick results as ads can appear on

the search engine results page (SERP) or website within minutes of launching
 the campaign. This is in contrast to organic search engine optimization (SEO)
efforts, which can take several months to show results.

2. Precise targeting: PPC advertising allows for precise targeting by using

keywords and other demographic information to reach the desired audience.

Advertisers can target specific geographic locations, device types, and even
the time of day their ads are displayed.

3. Cost-effective: With PPC advertising, businesses only pay when someone clicks

on their ad, so they don't waste money on advertising to people who are not
interested in their products or services. This cost-per-click (CPC) model
provides a low-risk way to test the market and reach potential customers.

4. Measurable results: PPC advertising provides measurable results, as

advertisers can track and analyze their campaigns to see how many clicks led
to conversions (e.g. sales, sign-ups, etc.). This information can then be used to
optimize the campaign for better results.

5. Increased visibility: By appearing at the top of the SERP or on a targeted

website, PPC advertising can increase a business's visibility and reach among

potential customers. This increased exposure can lead to more traffic, sales,
and brand recognition.

6. Versatile: PPC advertising can take various forms, including text ads, image
ads, and video ads, and can be used to reach customers on various online

platforms, including search engines, social media websites, and websites that
display ads.

Overall, PPC advertising provides businesses with a cost-effective and measurable

way to reach potential customers and drive targeted traffic to their websites. It is a
versatile form of advertising that can be used to reach customers on various online
platforms, providing quick results and precise targeting
4.1.3 When to go for PPC?

PPC advertising can be a valuable tool for businesses that need quick results, have

limited organic reach, have a clear understanding of their target audience, have
specific goals, have limited budgets, or are in competitive industries. There are
several factors that can influence a decision to use pay-per-click (PPC) advertising:

1. Quick results: If a business needs quick results, PPC advertising can provide a
fast and effective way to reach potential customers and drive targeted traffic
to their website.

2. Limited organic reach: For businesses with limited organic reach through

search engine optimization (SEO) efforts, PPC advertising can provide an

alternative way to reach potential customers and appear at the top of the
search engine results page (SERP).

3. Targeted audience: If a business has a clear understanding of its target

audience, PPC advertising can provide a cost-effective way to reach those

customers by using keywords and demographic information to target specific

groups.

4. Specific goals: If a business has specific goals, such as driving sales or leads,
PPC advertising can be used to track and measure the success of these goals,
providing valuable data to improve future campaigns.

5. Limited budget: For businesses with limited budgets, PPC advertising provides
a low-risk way to test the market and reach potential customers, as they only
pay when someone clicks on their ad.

6. Increased competition: For businesses in competitive industries, PPC

advertising can provide a way to differentiate themselves from their
competition and increase their visibility and reach among potential customers.
 4.2 Search Ads & Keyword Targeting in PPC

Search ads and keyword targeting are two crucial components of pay-per-click (PPC)
advertising.

Search ads are text-based ads that appear at the top or bottom of the search engine
results page (SERP) when a user searches for a particular keyword or phrase. These

ads are triggered by specific keywords that the advertiser has chosen, and they
provide a cost-effective way for businesses to reach their target audience.

Keyword targeting, on the other hand, refers to the process of selecting keywords
that are relevant to a business's products or services and using them to trigger the

search ads. The goal of keyword targeting is to reach users who are actively
searching for products or services similar to what the business offers.

When selecting keywords for keyword targeting, it's important to consider factors

such as relevancy, competition, and search volume. Advertisers should also regularly
review and adjust their keyword list to ensure they are targeting the most effective
keywords and reaching their target audience.

Search ads and keyword targeting are a powerful combination for businesses looking

to reach potential customers through PPC advertising. By carefully selecting relevant

keywords and creating targeted search ads, businesses can increase their visibility,
reach, and conversions.

4.3 Increasing reach with Display Network in PPC

The Display Network is a component of pay-per-click (PPC) advertising that allows

advertisers to display their ads on a network of websites, apps, and videos that are

part of the Google Ads network. This network reaches over 90% of internet users,
providing a vast audience for businesses looking to increase their reach through PPC
advertising.
To increase reach with the Display Network, advertisers can use a variety of targeting
methods, including:

Contextual targeting: Advertisers can target users based on the content of the
websites, apps, and videos they are viewing. For example, if a user is reading an
article about camping, an advertiser could display an ad for camping gear.

Demographic targeting: Advertisers can target users based on their age, gender,
interests, and other demographic information.

Placement targeting: Advertisers can target specific websites, apps, and videos within
the Display Network that are relevant to their business and target audience.

Interest targeting: Advertisers can target users based on their interests, such as
sports, travel, or technology.

By using these targeting methods, advertisers can reach a wider audience than they
would through search ads alone, increasing their reach and visibility.

Additionally, display ads on the Display Network are often less expensive than search
ads, making them a cost-effective way for businesses with limited budgets to
increase their reach through PPC advertising.
Overall, the Display Network is a powerful tool for businesses looking to increase

their reach through PPC advertising. By carefully targeting the right audience and
using effective display ads, businesses can reach a wider audience and drive more
conversions.

4.4 Reaching the Target Audiences in PPC

Reaching the target audience is a critical aspect of pay-per-click (PPC) advertising.

The goal of PPC advertising is to reach potential customers who are most likely to be
interested in a business's products or services.

Here are some ways to reach the target audience in PPC:

Keyword targeting: Advertisers can target specific keywords that are relevant to their
business and target audience. When users search for these keywords, the advertiser's
ads will appear in the search results.

Demographic targeting: Advertisers can target users based on demographic

information such as age, gender, location, and interests. This allows the advertiser to
reach users who are most likely to be interested in their products or services.

Remarketing: Advertisers can target users who have previously interacted with their
website or ads. This is a highly effective way to reach users who have shown an
interest in the business's products or services.
Geotargeting: Advertisers can target users based on their location. This is a useful
tool for businesses that have a physical presence or serve a specific geographic area.

Interest targeting: Advertisers can target users based on their interests, such as
sports, travel, or technology. This allows the advertiser to reach users who are most
likely to be interested in their products or services.

By using these targeting methods, advertisers can effectively reach their target

audience and increase the chances of conversions. However, it's important to

regularly review and adjust the targeting strategy to ensure it remains effective.

4.4 How PPC Fits into the Digital Strategy

Pay-per-click (PPC) advertising is a valuable component of a comprehensive digital

marketing strategy. When used effectively, PPC can help businesses reach their target
audience and drive conversions. Here's how PPC fits into the digital marketing
strategy:

Complementing organic search: PPC can complement organic search efforts by

appearing at the top of search results, where users are most likely to click. This can
help businesses reach potential customers who are searching for relevant products or
services.

Driving traffic to the website: PPC can drive highly-qualified traffic to a website,
helping to increase brand awareness and drive conversions.
Testing and refining the target audience: PPC advertising provides detailed data on

the performance of ads, allowing businesses to refine their targeting and messaging.
This can help businesses better understand their target audience and improve their
overall digital marketing strategy.

Providing a quick return on investment: PPC advertising can provide quick results,
allowing businesses to see a return on their investment relatively quickly. This can

help businesses determine the effectiveness of their digital marketing efforts and
make adjustments as needed.

Reaching specific goals: PPC advertising can be tailored to specific business goals,
such as increasing website traffic, driving leads, or increasing sales. This allows

businesses to focus their efforts and allocate their budget in a way that aligns with
their goals.

A Final Thought: PPC advertising is an important component of a comprehensive

digital marketing strategy. When used effectively, it can help businesses reach their
target audience, drive conversions, and provide a quick return on investment.

4.5 Reporting and Tracking for PPC

Reporting and tracking in pay-per-click (PPC) advertising are critical to the success of

any PPC campaign. By tracking and analyzing data, businesses can gain valuable
insights into their target audience, the performance of their ads, and the overall
effectiveness of their PPC campaigns.
Reporting and tracking are essential to the success of any PPC campaign. By tracking

and analyzing data, businesses can gain valuable insights into their target audience,
the performance of their ads, and the overall effectiveness of their PPC campaigns.

This information can be used to optimize PPC campaigns and improve overall
performance.

Here are some key elements of reporting and tracking in PPC:

Key performance indicators (KPIs): KPIs are metrics used to track the performance of
PPC campaigns. Common KPIs include click-through rate (CTR), cost per click (CPC),
conversion rate, and return on investment (ROI).

Campaign tracking: Campaign tracking allows businesses to track the performance of

individual PPC campaigns. This can help businesses identify which campaigns are
performing well and which ones need improvement.

Ad group tracking: Ad group tracking allows businesses to track the performance of

individual ad groups within a campaign. This can help businesses optimize their ad
groups and improve their overall PPC performance.

Keyword tracking: Keyword tracking allows businesses to track the performance of

individual keywords within an ad group. This can help businesses identify which

keywords are driving the most traffic and conversions, and which ones need
improvement.
Landing page tracking: Landing page tracking allows businesses to track the

performance of individual landing pages. This can help businesses identify which
landing pages are driving the most conversions and which ones need improvement.

Conversion tracking: Conversion tracking allows businesses to track when a user

takes a desired action, such as making a purchase, filling out a form, or signing up for

a newsletter. This can help businesses understand the effectiveness of their PPC
campaigns in driving conversions.

There are a variety of reporting and tracking tools available for pay-per-click (PPC)
advertising. Some of the most popular tools include:

1. Google Ads: Google Ads is a powerful tool for tracking and analyzing PPC
campaigns. It provides a wealth of data on campaign performance, including

click-through rate (CTR), cost per click (CPC), conversion rate, and return on
investment (ROI).

2. Google Analytics: Google Analytics is a free, web-based analytics platform that

provides a wealth of data on website traffic and user behavior. It can be

integrated with Google Ads to provide even more detailed reporting on PPC
campaigns.

3. Bing Ads: Bing Ads is the PPC advertising platform from Microsoft. It provides

a variety of reporting and tracking features, including detailed campaign

performance data, keyword tracking, and conversion tracking.

4. AdWords Editor: AdWords Editor is a free, downloadable tool from Google

that allows users to manage and analyze PPC campaigns offline. It provides a

wealth of reporting and tracking features, including campaign performance

data, keyword tracking, and conversion tracking.
 5. SEMrush: SEMrush is a comprehensive digital marketing suite that provides a

variety of tools for PPC reporting and tracking. It provides data on campaign
performance, keyword ranking, and competitor analysis, among other
features.

6. Klipfolio: Klipfolio is a cloud-based data visualization platform that allows

businesses to create custom reports and dashboards. It can be integrated with

a variety of PPC platforms, including Google Ads and Bing Ads, to provide
detailed reporting and tracking data.

4.6 Summary

1. Pay-per-click (PPC) is a form of digital advertising in which advertisers pay each

time a user clicks on one of their online ads.

2. One of the benefits of PPC advertising is that it can deliver quick results, as the ads
can be up and running within hours and start attracting clicks immediately.

3. Advertisers set a budget for their PPC campaigns and bid on keywords related to
their products or services.

4. By paying only for clicks, PPC advertising provides businesses with a cost-effective
way to reach potential customers and drive targeted traffic to their websites.

5. There are several factors that can influence a decision to use pay-per-click (PPC)
advertising.
6. Search ads are text-based ads that appear at the top or bottom of the search
engine results page (SERP) when a user searches for a particular keyword or phrase.

7. Keyword targeting refers to the process of selecting keywords that are relevant to
a business's products or services and using them to trigger the search ads.

8. The Display Network is a component of pay-per-click (PPC) advertising that allows

advertisers to display their ads on a network of websites, apps, and videos that are
part of the Google Ads network.

9. The goal of PPC advertising is to reach potential customers who are most likely to
be interested in a business's products or services.

10. Reporting and tracking in pay-per-click (PPC) advertising are critical to the
success of any PPC campaign.
UNIT – 5: ADVANCED PPC: BUILD THE PERFECT PAID MARKETING CAMPAIGN

Names of Sub-unit: Psychology of Search - Buying Funnel - Keyword match types

- Negative keywords - Managing Search Terms - Creating compelling Ads - Ad
Testing - Ad Extensions - Campaign Types, budget & reach - Location & Language
Targeting

Overview
Building the perfect paid marketing campaign is a complex process that requires a

deep understanding of PPC advertising and the various platforms and strategies
available. A set of key steps are involved in building an advanced PPC campaign.

Start by identifying who your target audience is and what their needs, interests, and
behaviors are. This information will help you determine the best platforms and

strategies to reach them. Decide which platforms are most relevant to your target
audience and will give you the best return on investment (ROI). This may include

Google Ads, Bing Ads, social media platforms, or other PPC networks. Determine how
much you can afford to spend on your PPC campaign and allocate your budget

accordingly. Make sure to factor in the cost of your targeting, keywords, and bids
when setting your budget. Choose the keywords that are most relevant to your

target audience and will drive the most qualified traffic to your website. Use tools like
Google Keyword Planner or SEMrush to research and select your keywords. Write ad

copy that is engaging, relevant, and relevant to your target audience. Make sure to
include your keywords in your ad copy and use calls to action to encourage clicks

and conversions. Launch your campaign and continuously test and refine it based on
the data you gather. Use split testing to experiment with different ad copy, targeting,

and bidding strategies to determine what works best. Regularly monitor your
campaign performance and adjust your targeting, keywords, and bids as needed to
optimize your ROI. Use reporting and tracking tools to gather data on your campaign
performance and make data-driven decisions.

Building the perfect PPC campaign requires a deep understanding of the PPC
advertising landscape and a commitment to continuous testing, refinement, and

optimization. By following these steps, you can create a campaign that drives
qualified traffic, generates conversions, and delivers a high ROI.

Objectives In this Unit you will learn –

1. The advanced aspects of PPC advertising

2. The importance of keyword search and keyword match types.

3. How to create compelling advertisements

4. Ad Testing and Ad Extensions

5. The role of Negative Keywords in Keyword search

6. Importance of Location and Language Targeting in PPC

Learning Outcomes

At the end of this Unit you would -

 Able to Articulate the perfect paid marketing campaign

Unit Pre-requisites

Good understanding of the fundamental concepts of PPC

Pre-Unit Reading Material -

Post-Unit Reading Material –

1. PPC Advertising: The Ultimate Guide" by Raghavendra Sharma

2. "Pay-Per-Click Advertising: A Practical Guide" by Nitin Aggarwal

3. AdWords Made Simple: A Step-by-Step Guide to Google AdWords" by Purna

Duggirala

4. "PPC Marketing: The Complete Guide" by Jitender Kumar

 4.1 Introduction to Pay-Per-Click

Pay-Per-Click (PPC) is a type of online advertising model where advertisers pay a fee
each time one of their ads is clicked. It allows businesses to display ads on search

engines like Google, Bing, and Yahoo, as well as on websites and social media
platforms like Facebook and LinkedIn.

Advertisers set a budget for their PPC campaigns and bid on keywords related to

their products or services. The bid amount determines the ad's placement and
visibility on the search engine results page or website. When a user clicks on the ad,

the advertiser is charged. This cost-per-click (CPC) is usually a few cents to a few
dollars, depending on the competition for the keyword.

PPC advertising is beneficial because it can drive targeted traffic to a website and

provide quick results, as ads can start showing within hours of setting up a campaign.
It also allows for precise targeting of specific demographics, geographic locations,

and times of day. However, it can also be competitive and expensive if not managed
properly, making it important for businesses to continually monitor and optimize
their campaigns for maximum efficiency and ROI.

5.2 The Psychology of Search in Advanced PPC

The psychology of search plays a crucial role in advanced PPC campaigns.

Understanding how users think and behave when they search for products or

services online can help you create more effective campaigns that resonate with your
target audience. Here are a few key concepts to consider when thinking about the
psychology of search in PPC:

1. Search intent: Understanding what users are looking for when they perform a
search query can help you determine the right keywords, ad copy, and landing

pages to use in your campaign. For example, a user who searches for "best
 running shoes" might be looking for product reviews, while a user who
searches for "buy running shoes" is likely ready to make a purchase.

2. Search habits: Understanding how users search can help you create more
effective campaigns. For example, users are more likely to click on ads that

appear at the top of the search results, so bidding on top-performing

keywords is crucial. Additionally, users are more likely to click on ads that

appear on the first page of results, so targeting keywords that are relevant
and rank well is essential.

3. Emotional appeals: Emotional appeals can be powerful motivators in PPC

campaigns. For example, ads that appeal to a user's desire for security or
convenience can be more effective than ads that focus solely on price or
product features.

4. User experience: The user experience is crucial in PPC campaigns, as users are

more likely to click on ads that are relevant, easy to understand, and visually
appealing. Make sure your landing pages are optimized for conversions, with
clear calls to action and easy-to-use forms.

5.3 The Buying Funnel

The buying funnel is a marketing concept that describes the different stages a
customer goes through before making a purchase.

The stages of the buying funnel include:

Awareness: The customer becomes aware of a problem or need that they have.

Interest: The customer begins to research solutions to their problem or need,

learning about different products and services that can help.

Desire: The customer starts to develop a desire for a specific product or service.
Action: The customer makes a decision and takes action by making a purchase.

In the context of PPC advertising, the buying funnel can be used to inform targeting
strategies and ad messaging.

For example, a company may use PPC ads to target customers in the awareness

stage with informational content, while targeting customers in the interest stage with
product demos and reviews.

By targeting customers at each stage of the buying funnel, companies can create a
more personalized and effective advertising experience that helps drives conversions.

In addition to targeting strategies, the buying funnel can also be used to track the
performance of PPC campaigns and measure the effectiveness of different ads and

targeting strategies. By analyzing metrics such as click-through rates and conversion

rates, companies can identify which ads and targeting strategies are most effective
and make data-driven decisions to improve their campaigns over time.

5.4 Keyword Match Types in PPC

Reaching the target audience is a critical aspect of pay-per-click (PPC) advertising.

The goal of PPC advertising is to reach potential customers who are most likely to be
interested in a business's products or services.

In Pay-Per-Click (PPC) advertising, keyword match types are used to control the
relevance and reach of an ad campaign. Keyword match types determine which

searches trigger an ad to show, and they offer a range of options for marketers to
fine-tune their targeting. The four main keyword match types in PPC are:

1. Broad match: A broad match keyword will trigger an ad to show for any search

query that contains the keyword, or close variations of the keyword, in any
order. This match type is the least restrictive and can reach the largest

audience, but it can also lead to irrelevant impressions and clicks.

 2. Phrase match: A phrase match keyword will trigger an ad to show for search

queries that contain the exact keyword phrase, or close variations of the
phrase, in the same order. This match type is more restrictive than broad

match but still allows for some variations in the search query.
3. Exact match: An exact match keyword will trigger an ad to show only for

search queries that match the keyword exactly, without any variations. This
match type offers the most control over ad relevance, but it also has the

narrowest reach.
4. Negative match: A negative match keyword is used to exclude certain search

queries from triggering an ad. Negative keywords can be added to any match
type to ensure that an ad does not show for irrelevant searches.

By using a combination of different keyword match types, marketers can optimize

their PPC campaigns for relevance, reach, and efficiency. However, it's important to

continually monitor and adjust keyword match types to ensure that the right people
are seeing the right ads at the right time.

5.4.1 Tips for effectively using keyword match types in PPC advertising

1. Start with broad match: Begin your campaign with broad match keywords to
get a sense of the range of searches that trigger your ads. This can help you

identify new keyword opportunities and negative keywords that need to be

added.

2. Use phrase match to improve relevance: Once you've gathered data from

broad match, you can use phrase match keywords to tighten up your
targeting and improve ad relevance. This match type can help you reach
people who are further along in the buying funnel and more likely to convert.

3. Consider exact match for high-converting keywords: For keywords that

consistently drive high-quality traffic and conversions, consider using exact

 match. This will ensure that your ads only show for the most relevant searches,
but be aware that the reach will be more limited.

4. Use negative keywords to exclude irrelevant searches: Negative keywords can

be added to any match type to exclude irrelevant searches and prevent your

ad from showing for unwanted queries. Regularly reviewing and updating

your negative keyword list can help you avoid wasting budget on irrelevant
clicks.

5. Test and adjust keyword match types: Don't be afraid to experiment with
different keyword match types to find what works best for your campaign.

Regularly review your data and adjust your match types as needed to optimize
your targeting and improve your results.

By using these tips and regularly monitoring and adjusting your keyword match
types, you can improve the relevance, reach, and efficiency of your PPC campaigns
and achieve better results

5.5 Negative Keywords

Negative keywords are a crucial component of Pay-Per-Click (PPC) advertising and

digital marketing. Negative keywords help advertisers to control the relevance of

their ads and avoid showing them for irrelevant search queries.

Negative keywords are keywords or phrases that you explicitly exclude from your

target audience, so your ads won't show for search queries that include those
keywords. For example, if you're running an ad campaign for "women's shoes," you

might add "men's" as a negative keyword to avoid your ad showing for searches like
"men's shoes."

The benefits of using negative keywords in PPC advertising include:

 1. Improved ad relevance: By excluding irrelevant searches, negative keywords

help to improve the relevance of your ads and ensure that they're only shown
to people who are interested in your products or services.

2. Better targeting: Negative keywords can help you target your campaigns more
effectively by narrowing your audience to people who are more likely to be

interested in your offerings.

3. Increased efficiency: By excluding irrelevant searches, negative keywords can

help to improve the efficiency of your campaigns by reducing the number of

irrelevant clicks and maximizing the return on your ad spend.

4. Better quality scores: By improving the relevance of your ads, negative

keywords can help to improve your quality scores, which can lower your costs
and increase your ad visibility.

To get the most out of negative keywords, it's important to regularly review and
update your list of negative keywords to ensure that your ads are only showing for

the most relevant searches. You can start by identifying common irrelevant search
queries in your search query report and adding those keywords as negative keywords
in your campaign.

5.5.1 Negative Keywords identification tools for PPC

There are several tools available for identifying negative keywords in Pay-Per-Click
(PPC) advertising, including:

1. Google Ads Keyword Planner: This tool provides keyword ideas and estimated
search volumes, and can help you identify negative keywords by reviewing the

related keywords section.

2. Search Query Report: This report within your Google Ads account shows you

the actual search queries that triggered your ads and can be used to identify
irrelevant queries that should be added as negative keywords.

3. Competitor Research: You can use competitor research tools like SEMrush and
Ahrefs to identify keywords that are driving traffic to your competitors'
 websites, and add those keywords as negative keywords to exclude them from

your campaigns.
4. Google Trends: Google Trends is a tool that provides insights into the

popularity of search terms over time and can help you identify negative
keywords that are trending in a different direction than your target audience.

5. AdWords Scripts: AdWords scripts are automated scripts that can be used to
automate the process of identifying and adding negative keywords, saving
you time and effort.

By using these tools, you can identify negative keywords more efficiently and
improve the relevance, targeting, and efficiency of your PPC campaigns. However, it's

important to continually monitor your campaigns and adjust your negative keyword
list as needed to ensure that you're getting the best results from your PPC
advertising.

5.6 Managing Search Terms for PPC

Managing search terms in Pay-Per-Click (PPC) advertising is an important aspect of

campaign optimization and improving the efficiency of your ad spend. Here are
some tips for effectively managing search terms in PPC:

Regularly review your search query report: This report shows you the actual search
queries that triggered your ads and can be used to identify new keyword
opportunities and negative keywords that need to be added.

Add negative keywords to exclude irrelevant searches: Use the search query report to

identify irrelevant search queries and add those keywords as negative keywords to
prevent your ad from showing for those queries.

Identify new keyword opportunities: Use the search query report to identify new

keywords that are driving high-quality traffic and consider adding those keywords to
your campaign.
Use keyword matching to control relevance: Use keyword match types like broad,

phrase, and exact match to control the relevance of your ads and ensure that they're
only shown for the most relevant searches.

Use ad groups to organize your keywords: Organize your keywords into ad groups

based on themes, products, or services to improve the relevance of your ads and
make it easier to manage your campaigns.

Test and adjust keyword bids: Regularly review your performance data and adjust
your keyword bids to optimize your targeting and improve your results.

By regularly monitoring and managing your search terms, you can improve the

relevance, targeting, and efficiency of your PPC campaigns and achieve better results
from your ad spend.

5.7 Creating Compelling Ads

Creating compelling ads is essential for success in Pay-Per-Click (PPC) advertising

and digital marketing.

Here are some tips for creating effective and engaging ads:

Know your target audience: Understanding who your target audience is, what their

pain points are, and what motivates them to take action is crucial to creating
effective ads.

Clearly communicate your unique value proposition: Clearly communicate what

makes your product or service unique and why it's better than the competition in
your ad.

Use attention-grabbing headlines: Your headline is the first thing that people see and
should grab their attention and make them want to read more.

Include a clear call-to-action: Make it easy for people to take the next step by

including a clear and compelling call-to-action in your ad, such as "Buy Now" or
"Learn More."
Make it visually appealing: Use eye-catching images or graphics to make your ad
stand out and grab attention.

Test and optimize: Regularly test different versions of your ad to see what's working
and what's not, and make changes based on your results.

By following these tips, you can create effective and engaging ads that attract and

convert your target audience, and achieve better results from your PPC advertising
campaigns.

5.7.1 The purpose of creating compelling ads

The purpose of creating compelling ads is to effectively communicate your message

to your target audience and motivate them to take a desired action, such as making

a purchase or filling out a form. Compelling ads are designed to capture the
attention of potential customers and persuade them to engage with your brand.

By creating ads that are visually appealing, clearly communicate your unique value

proposition, and include a strong call-to-action, you can increase the likelihood that
your target audience will engage with your brand and take the desired action. This in

turn can drive more traffic to your website, generate more leads, and increase
conversions and sales.

In the competitive world of online advertising, creating compelling ads is essential

for standing out from the crowd and attracting the attention of your target audience.

By effectively communicating your message and creating ads that resonate with your
target audience, you can build trust, establish your brand, and drive more business
success.
5.7.2 Precautions while creating compelling ads

While creating compelling ads is important for success in digital marketing and Pay-

Per-Click (PPC) advertising, it's important to be mindful of certain precautions to

avoid potential problems:

1. Adhering to advertising policies: Be sure to review and follow the advertising

policies of the platforms you're advertising on, such as Google Ads, Facebook,
or other networks. Violating these policies can result in your ads being
disapproved or even banned.

2. Avoiding misleading or false claims: Make sure your ads are truthful and

accurate, and avoid making false or misleading claims that could harm your
brand reputation and result in legal action.

3. Staying sensitive to cultural and social norms: Be mindful of cultural and social

norms, and avoid creating ads that could be considered offensive or

insensitive to certain groups of people.

4. Avoiding clickbait or misleading headlines: Avoid using misleading headlines

or clickbait tactics that could result in a poor user experience and harm your
brand reputation.

5. Testing and optimizing your ads: Regularly test and optimize your ads to
ensure that they're delivering the desired results, and avoid running ads that
are underperforming for extended periods of time.

By following these precautions, you can create compelling ads that are effective,
engaging, and compliant with advertising policies and standards, and avoid potential
problems that could harm your brand and your advertising campaigns.
5.7.3 Tools to create compelling ads

There are various tools available that can help you create compelling ads for your

digital marketing and Pay-Per-Click (PPC) advertising campaigns. Some of the

popular tools include:

1. Google Ads: Google's advertising platform provides a range of tools and

resources for creating and managing effective PPC ads, including ad creation
tools, keyword research tools, and analytics and reporting tools.

2. Facebook Ads Manager: Facebook's ad management platform provides a

range of tools for creating and managing ads on the Facebook network,

including ad creation tools, audience targeting tools, and analytics and

reporting tools.

3. Canva: Canva is a graphic design tool that makes it easy to create

professional-looking graphics, including images for your ads.

4. Unbounce: Unbounce is a landing page builder that helps you create high-
converting landing pages for your PPC campaigns.

5. AdEspresso: AdEspresso is a tool that makes it easy to create, test, and

optimize your Facebook and Instagram ads.

6. Hootsuite Ads: Hootsuite's ad management platform provides tools for

creating, managing, and optimizing your social media ads.

These tools can help you create engaging, effective ads that attract and convert your

target audience, and achieve better results from your digital marketing and PPC
advertising campaigns. By utilizing these tools, you can streamline the ad creation
process, save time, and get better results from your advertising efforts.
 5.8 Ad Testing in PPC

Ad testing is a crucial aspect of Pay-Per-Click (PPC) advertising, as it helps you

determine which ads are most effective and make data-driven decisions to improve
your campaigns. Ad testing involves experimenting with different elements of your

ads, such as ad copy, images, and calls-to-action, to see which versions perform best.
Here are some key steps for testing your ads in PPC:

Define your goals: Determine what you want to achieve with your ad testing, such as
improving click-through rates (CTR) or reducing cost per click (CPC).

Determine what to test: Choose which elements of your ads to test, such as
headlines, images, ad copy, or calls-to-action.

Create variations: Create multiple variations of your ads, each with a different
element tested. For example, you might have one ad with a blue background and
another with a red background.

Run tests: Launch your tests and let them run for a sufficient amount of time to
gather statistically significant data.

Analyze results: Review the results of your ad tests and use data to determine which
variations performed best.

Implement changes: Make changes to your ads based on your findings and continue
testing and optimizing your campaigns to achieve your goals.

Ad testing is a continuous process, and by continuously testing and optimizing your

ads, you can improve the performance of your PPC campaigns, achieve better results,
and maximize the return on your advertising investment.

Ad testing is an important aspect of Pay-Per-Click (PPC) advertising, as it helps you

optimize your campaigns and improve the performance of your ads. The purpose of
ad testing is to experiment with different elements of your ads to determine which
variations perform best and make data-driven decisions to improve your campaigns.
Here's how to do ad testing in PPC:

1. Define your goals: Determine what you want to achieve with your ad testing,
such as improving click-through rates (CTR) or reducing cost per click (CPC).

2. Determine what to test: Choose which elements of your ads to test, such as
headlines, images, ad copy, or calls-to-action.

3. Create variations: Create multiple variations of your ads, each with a different
element tested. For example, you might have one ad with a blue background
and another with a red background.

4. Run tests: Launch your tests and let them run for a sufficient amount of time
to gather statistically significant data.

5. Analyze results: Review the results of your ad tests and use data to determine
which variations performed best.

6. Implement changes: Make changes to your ads based on your findings and
continue testing and optimizing your campaigns to achieve your goals.

The benefits of ad testing in PPC include:

1. Improved performance: Ad testing helps you identify the most effective

elements of your ads, allowing you to make data-driven decisions to improve

the performance of your campaigns.

2. Increased ROI: By continuously testing and optimizing your ads, you can
reduce costs and maximize the return on your advertising investment.

There are various tools that can be used for testing ads in PPC (Pay-per-click)
advertising. Some of the popular ones are:

Google Ads Editor: A desktop application for managing and optimizing Google Ads
accounts. With Google Ads Editor, you can easily make changes to your campaigns
and preview the results before publishing.
Google Ad Preview and Diagnosis Tool: This tool allows you to preview how your ad

will look on various devices and in different locations, and provides insights on any
potential issues with your ad.

Google Optimize: A tool for website optimization that includes features for running
A/B tests on different ad variations.

Bing Ads Editor: Similar to Google Ads Editor, this is a desktop application for
managing and optimizing Bing Ads campaigns.

AdEspresso: A platform that allows you to create and test multiple ad variations, and
provides detailed insights on the performance of each ad.

Unbounce: A platform that allows you to build, test and publish landing pages,
including the option to run A/B tests on different variations of your ads.

These are just a few examples of the many tools available for testing ads in PPC
advertising. The best tool for you will depend on your specific needs and the
advertising platform you are using.

5.9 Ad Extensions in PPC

Ad extensions are additional pieces of information that can be added to a Pay-per-

click (PPC) ad to provide more context and information to the user. Ad extensions
can help improve the visibility and click-through rate of your ads, as they provide
more real estate and information on the search engine results page (SERP).

Here are some of the commonly used ad extensions in advanced PPC advertising:

Sitelink extensions: Provide additional links to specific pages on your website,

allowing users to navigate directly to the information they are looking for.
Call extensions: Show a clickable phone number in the ad, allowing users to quickly
call your business directly from the ad.

Location extensions: Show your business address, phone number, and a map marker
in the ad, allowing users to get directions to your business.

Review extensions: Display a snippet of a third-party review or testimonial about your

business in the ad, providing social proof and credibility to potential customers.

Callout extensions: Highlight specific product features, promotions, or services in a

short, punchy sentence.

Structured Snippet extensions: Display specific information about the product or

service being offered, such as the types of services provided or the brands you carry.

Price extensions: Display the prices of specific products or services offered by the
business, allowing users to quickly compare prices.

App extensions: Display a link to your app, allowing users to download it directly
from the ad.

These ad extensions can help make your ads more informative, relevant and
attractive to potential customers. It's important to regularly review and test different

ad extensions to determine which ones work best for your business and target
audience.

The compatibility of PPC ad extensions with different browsers depends on the

specific ad extension being used and the advertising platform it is being used with.

Some ad extensions, such as sitelink extensions and call extensions, are supported
across all major browsers, including Google Chrome, Mozilla Firefox, Microsoft Edge,

and Apple Safari. Other ad extensions, such as structured snippet extensions and
price extensions, may not be supported on all browsers, or may only be supported
on certain devices (such as desktop computers or mobile devices).
It's important to regularly check the compatibility of your ad extensions with the

major browsers, as well as the devices your target audience is using. This will ensure
that your ads are functioning as intended and are delivering the best possible user
experience to your potential customers.

Additionally, some advertising platforms, such as Google Ads, provide tools and
resources to help you monitor the performance and compatibility of your ad

extensions. These tools can help you identify any potential issues and make changes
to your ad extensions to ensure they are working properly across all browsers and
devices.

There are various tools available for creating, managing and optimizing ad
extensions in Pay-per-click (PPC) advertising. Some of the most popular tools
include:

1. Google Ads: Google's advertising platform provides a variety of ad extension

tools, including the ability to create and manage sitelink, call, location, review,
callout, structured snippet, price, and app extensions. Google Ads also

provides detailed performance reporting on the effectiveness of your ad

extensions, helping you to optimize and improve their performance over time.

2. Bing Ads: Microsoft's advertising platform provides similar ad extension tools

to Google Ads, including the ability to create and manage sitelink, call,
location, and review extensions. Bing Ads also provides performance reporting

and optimization tools to help improve the effectiveness of your ad

extensions.

3. AdEspresso: AdEspresso is a third-party platform that provides advanced tools

for creating, testing, and optimizing ad extensions. With AdEspresso, you can

create and test multiple ad extension variations, and use their performance
reporting tools to determine the best-performing ad extensions for your
business.
 4. SEMrush: SEMrush is a comprehensive digital marketing tool that provides a

suite of tools for creating, managing, and optimizing ad extensions, as well as

for conducting keyword research, competitor analysis, and other important
PPC tasks.

5. WordStream: WordStream is another comprehensive digital marketing tool

that provides a range of tools for managing and optimizing ad extensions, as

well as for conducting keyword research, competitor analysis, and other

important PPC tasks.

These are just a few examples of the many ad extension tools available for PPC

advertising. The best tool for your business will depend on your specific needs and
advertising platform, as well as the level of control and customization you require for
your ad extensions.

5.10 Campaign Types, Budget & Reach in PPC

There are several types of Pay-per-click (PPC) campaigns, each with its own unique

features, budgeting requirements, and reach potential. Here are some of the most
common types of PPC campaigns:

Search Network Campaigns: Search network campaigns are PPC campaigns that
target users when they conduct a search on Google or other search engines. The ads

in these campaigns are shown alongside the organic search results and are targeted
based on keywords related to the user's search. Search network campaigns typically

have lower budgets and more limited reach compared to other types of PPC
campaigns, but can be highly targeted and generate high-quality traffic to your
website.

Display Network Campaigns: Display network campaigns target users when they
browse websites and apps that are part of Google's Display Network. The ads in

these campaigns are shown in the form of display ads, and can be targeted based on
a variety of factors, including interests, demographics, and website content. Display

network campaigns typically have higher budgets and wider reach compared to
search network campaigns, but can also be less targeted and generate lower-quality
traffic.

Shopping Campaigns: Shopping campaigns are PPC campaigns that target users who
are actively shopping for products or services. The ads in these campaigns display

product images, prices, and other information directly in the search results, making it
easier for users to compare products and make a purchase decision. Shopping

campaigns typically have higher budgets and wider reach compared to search
network campaigns, but are highly targeted and generate high-quality traffic to your
website.

Video Campaigns: Video campaigns are PPC campaigns that target users who are
watching videos on YouTube or other video-sharing platforms. The ads in these

campaigns can take the form of pre-roll, mid-roll, or post-roll ads, and can be
targeted based on a variety of factors, including interests, demographics, and video

content. Video campaigns typically have higher budgets and wider reach compared

to search network campaigns, but can also be less targeted and generate lower-
quality traffic.

The budget for a PPC campaign will depend on several factors, including the type of

campaign, the target audience, the keywords being targeted, and the competition for
those keywords. On average, the cost-per-click (CPC) for a PPC campaign can range
from a few cents to several dollars, with the average CPC being around $2 to $3.

The reach of a PPC campaign will depend on the size of the target audience, the
targeting options being used, and the budget being allocated to the campaign. A

well-run PPC campaign can reach thousands or even millions of users, but the actual
reach will depend on the specific campaign and target audience. It's important to

regularly monitor and adjust the budget and targeting options for your PPC
campaign to ensure it is reaching its full potential.
 5.11 Location & Language Targeting

Location and language targeting are important elements of Pay-per-click (PPC)

advertising that allow you to reach the right audience for your business.

Location targeting: With location targeting, you can show your ads to users in
specific geographic locations. This can include countries, regions, cities, or even

individual postal codes. Location targeting can be particularly useful if you're running
a local business and want to reach users who are within a certain radius of your

business. You can also exclude certain locations if you don't want your ads to be
shown there.

Language targeting: With language targeting, you can show your ads to users who
speak a specific language. This can be particularly useful if your business caters to a

specific language group or if you're targeting users in a country where multiple

languages are spoken.

Both location and language targeting can be combined to create highly targeted PPC

campaigns that reach users who are both in a specific geographic location and who
speak a specific language. This can be particularly useful for businesses that want to

reach users who are within a specific radius of their business and who speak a
specific language.

It's important to note that the location and language targeting options available to
you will depend on the advertising platform you're using. For example, Google Ads

provides robust location and language targeting options, while other advertising
platforms may have more limited options. It's important to choose the advertising

platform that best meets your needs and to regularly monitor and adjust your
location and language targeting options to ensure your PPC campaign is reaching its
full potential.

To perform location and language targeting in Pay-per-click (PPC) advertising, you'll

need to use the advertising platform of your choice and follow the platform's specific
instructions. Here's an example of how to do location and language targeting in
Google Ads:

1. Location targeting: To target specific locations in Google Ads, you'll need to

go to the "Settings" section of your campaign and select the "Locations"

option. From there, you can select the locations you want to target and
exclude any locations you don't want to target.

2. Language targeting: To target specific languages in Google Ads, you'll need to

go to the "Settings" section of your campaign and select the "Languages"

option. From there, you can select the languages you want to target.

It's important to regularly monitor your location and language targeting options to
ensure your PPC campaign is reaching the right audience. You can use the reporting

and analytics tools provided by your advertising platform to see which locations and
languages are generating the most conversions and adjust your targeting options
accordingly.

It's also important to consider the impact of location and language targeting on your
budget and reach. Targeting specific locations and languages may result in a smaller

target audience, which may impact your reach, but it can also increase the relevance
of your ads to your target audience, which can improve the performance of your PPC
campaign.

There are several software tools available that can assist with location and language
targeting in Pay-per-click (PPC) advertising. Here are some popular ones:

1. Google Ads: Google Ads is a popular advertising platform that offers robust
location and language targeting options. With Google Ads, you can target

specific locations and languages at the campaign level, which makes it easy to
create highly targeted PPC campaigns.

2. Bing Ads: Bing Ads is another popular advertising platform that offers location

and language targeting options. Like Google Ads, you can target specific
 locations and languages at the campaign level to create highly targeted PPC
campaigns.

3. AdEspresso: AdEspresso is a third-party tool that can help you manage and
optimize your PPC campaigns across multiple advertising platforms, including

Google Ads and Bing Ads. AdEspresso offers advanced targeting options,
including location and language targeting, which can help you create highly
targeted PPC campaigns.

4. Hootsuite Ads: Hootsuite Ads is a social media advertising platform that offers
location and language targeting options. With Hootsuite Ads, you can target
specific locations and languages to reach the right audience for your business.

5. SEMrush: SEMrush is a popular digital marketing tool that offers PPC

management and optimization tools, including location and language

targeting options. With SEMrush, you can create highly targeted PPC

campaigns and monitor their performance in real-time to ensure you're

reaching the right audience.

The best tool for your business will depend on your specific needs and budget. It's

important to choose a tool that provides the level of targeting and customization
you need to reach your target audience effectively.

5.12 Summary
1. Building the perfect paid marketing campaign is a complex process that

requires a deep understanding of PPC advertising and the various platforms

and strategies available.

2. A set of key steps are involved in building an advanced PPC campaign.

3. Make sure to factor in the cost of your targeting, keywords, and bids when

setting your budget.

4. Launch your campaign and continuously test and refine it based on the data

you gather.
5. Building the perfect PPC campaign requires a deep understanding of the PPC

advertising landscape and a commitment to continuous testing, refinement,

and optimization.
UNIT – 6: AUDIENCE TYPES AND DISPLAY NETWORKS

Names of Sub-unit: Introduction to audience types - How to segment data &

create audience lists - Using audience list to reach customers - Introduction to
Display Networks - Display Targeting options - Display Ad formats - Setting &
measuring Goals - Bidding & Attrition – Reporting & Testing - Ad group &
Campaign organization - Quality Score - Quality Score diagnosis & pivot tables

Overview
Audience targeting is a crucial aspect of digital marketing, as it helps advertisers to
reach the right people with their messages. The audience can be segmented in

various ways, including demographic, geographic, psychographic, behavioral, and

technographic characteristics.

Here are some common audience types used in digital marketing:

1. Demographic Audiences: This type of audience is segmented based on age,

gender, income, education, and occupation.

2. Geographic Audiences: This type of audience is segmented based on the

location of the audience, including country, region, city, and postal code.

3. Psychographic Audiences: This type of audience is segmented based on the

values, attitudes, interests, and lifestyles of the audience.

4. Behavioral Audiences: This type of audience is segmented based on the online

behaviors of the audience, including purchase history, website visits, and

search behavior.
 5. Technographic Audiences: This type of audience is segmented based on the

technology usage and adoption of the audience, including device type,

operating system, and app usage.

Display networks are platforms where advertisers can display their ads to target

audiences. Here are some common display networks used in digital marketing:

1. Google Display Network (GDN): This is the largest display network, reaching
over 90% of internet users worldwide. Advertisers can target audiences using

various criteria, including keywords, interests, and behaviors.

2. Facebook Audience Network: This network allows advertisers to reach

audiences on third-party websites and mobile apps using Facebook's

targeting capabilities.

3. Amazon Advertising: This network allows advertisers to display ads to

audiences on Amazon.com and other websites and mobile apps in the

Amazon network.

4. The Trade Desk: This is a demand-side platform that allows advertisers to

programmatically buy advertising inventory across various display networks

and exchanges.

5. Taboola: This is a content discovery platform that allows advertisers to display

ads to audiences on websites and mobile apps, alongside content
recommendations

Objectives In this Unit you will learn –

1. The basics of audience types and the methods to reach customers.

2. The fundamentals of display networks.

3. The Display Targeting Options and Display Ad Formats.
 4. The Bidding Process, Reporting and Testing

Learning Outcomes

At the end of this Unit you would -

✓ Be able to Illustrate how to create display ads & how to test & report results.

Unit Pre-requisites - NIL

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

6.1 Introduction to Audience Types

Audience targeting is a crucial aspect of digital marketing, as it enables marketers to

reach the right people with the right message at the right time. There are several
types of audiences in digital marketing, each with its unique purpose, benefits, and

examples.

1. Demographic Audience: Demographic targeting is based on characteristics

such as age, gender, location, income, education, and more. The purpose of

demographic targeting is to segment the audience into groups based on their

shared characteristics and to deliver relevant messages that resonate with

these groups. The benefits of demographic targeting include improved

relevance and increased conversions. An example of demographic targeting is
 a fashion brand targeting women between the ages of 25 and 35 who live in

urban areas.

2. Behavioral Audience: Behavioral targeting is based on a user's online behavior,

such as website visits, search history, and purchase history. The purpose of

behavioral targeting is to deliver personalized messages to users based on

their actions and interests. The benefits of behavioral targeting include

improved relevance, increased engagement, and higher conversion rates. An

example of behavioral targeting is a travel company targeting users who have

recently searched for flights to a specific destination.

3. Interest-Based Audience: Interest-based targeting is based on a user's

interests and hobbies, as expressed through their online behavior and social

media activity. The purpose of interest-based targeting is to deliver messages

related to a user's interests and hobbies. The benefits of interest-based

targeting include increased engagement and higher conversion rates. An

example of interest-based targeting is a cooking blog targeting users who

have expressed an interest in cooking and food on social media.

4. Retargeting Audience: Retargeting is a form of behavioral targeting that is

based on a user's previous engagement with a brand. The purpose of

retargeting is to bring users back to a website or product page and encourage

them to make a purchase. The benefits of retargeting include increased

conversions and reduced ad spend. An example of retargeting is a retailer

targeting users who have added items to their cart but have not completed
the purchase.

By understanding the different types of audiences and how to target them

effectively, marketers can improve the relevance and effectiveness of their digital
marketing campaigns and achieve better results.
 6.2 Data Segmentation and Audience List Creation

There are several ways to segment data and create audience lists for digital

marketing, including the following:

1. Demographic Data: Demographic data can be collected through website

analytics, surveys, and third-party data providers. This information can then be

used to segment the audience into groups based on characteristics such as

age, gender, location, income, education, and more.

2. Behavioral Data: Behavioral data can be collected through website analytics,

such as page views, time on site, and bounce rate, and can be used to

segment the audience based on their online behavior, such as website visits,
search history, and purchase history.

3. Interest-Based Data: Interest-based data can be collected through social

media activity, such as likes, shares, and comments, and can be used to
segment the audience based on their interests and hobbies.

4. Customer Data: Customer data, such as purchase history and email

engagement, can be collected through e-commerce platforms and email

marketing software and can be used to create targeted lists for retargeting
campaigns.

Once the data has been collected and segmented, audience lists can be created in a
few ways:

1. Using a Customer Relationship Management (CRM) system: A CRM system

can be used to manage and segment customer data, allowing marketers to

create targeted lists based on demographic, behavioral, and interest-based

data.

2. Using a Marketing Automation platform: Marketing automation platforms,

such as Marketo and Pardot, can be used to create and manage audience lists
 based on data collected through website analytics, email marketing, and social

media.

3. Using a Data Management Platform (DMP): A DMP can be used to collect and
segment data from multiple sources, including website analytics, social media,

and third-party data providers, and can be used to create audience lists for
targeted advertising campaigns.

By creating targeted audience lists, marketers can deliver relevant messages to the

right people at the right time, improving the relevance and effectiveness of their
digital marketing campaigns.

6.3 Using audience list to reach customers

Once you have created targeted audience lists, there are several ways to use them to
reach customers in digital marketing:

1. Display Advertising: You can use audience lists to target specific groups of

people with display ads on websites and apps. Platforms such as Google
Display Network and Facebook Ads allow you to upload your audience lists

and target users based on their demographic, behavioral, and interest-based

data.

2. Email Marketing: You can use audience lists to send targeted emails to specific
groups of people based on their interests, behavior, and purchase history. This
can include product recommendations, personalized promotions, and
abandoned cart reminders.

3. Social Media Advertising: You can use audience lists to target users with ads

on social media platforms such as Facebook, Instagram, and Twitter. By using

interest-based and behavioral data, you can reach users who are likely to be

interested in your products and services.

 4. Remarketing: You can use audience lists for retargeting campaigns, reaching

users who have interacted with your brand in the past. This can include display
ads, email campaigns, and social media ads.

By using audience lists to reach customers, you can deliver more relevant and

personalized messages, which can lead to improved engagement and conversion

rates. Additionally, by targeting specific groups of people, you can reduce ad spend

and improve the efficiency of your digital marketing campaigns.

6.4 Introduction to Display Networks

A display network is a collection of websites and mobile apps that partner with an

advertising platform to display ads to their users. Display networks allow advertisers
to reach a large, diverse audience and can be an effective tool for increasing brand

awareness, driving traffic, and generating leads.

Examples of display networks include Google Display Network, which reaches over
90% of internet users worldwide, and Facebook Audience Network, which reaches

users on the Facebook platform and across the web.

Advertisers can choose to display their ads on specific websites and apps within the

network, or they can target users based on demographic, behavioral, and interest-
based data. This allows for highly targeted and relevant advertising.

Ads on display networks can take many forms, including text ads, image ads, video
ads, and interactive ads. They can be placed in a variety of locations on a website or
app, including in banner spaces, as interstitial ads, and as native ads that blend in

with the content.

Display network advertising is usually sold through a bidding process, where

advertisers bid on ad placements and the highest bidder wins the placement.
Advertisers can also choose to use programmatic advertising, which is a form of

automated bidding that uses algorithms to determine the best ad placement based
on factors such as user data and real-time bidding data.

The benefits of display network advertising include the ability to reach a large,

diverse audience, the ability to target specific groups of people, and the ability to
choose the type and format of your ads. Additionally, display network advertising can

be more cost-effective than other forms of digital advertising, such as search engine
advertising.

To get started with display network advertising, you will need to create an account

with a display network platform, create your ad campaigns, and set your budget. You
will also need to determine your target audience and choose the websites and apps

where you want your ads to be displayed.

6.5 Display Targeting Options

Display targeting options allow advertisers to specify the type of users they want to
reach with their display ads. Some common display targeting options include:

1. Demographic targeting: Target users based on characteristics such as age,

gender, location, income, education, and more.
2. Behavioral targeting: Target users based on their online behavior, such as
website visits, search history, and purchase history.
3. Contextual targeting: Target users based on the content of the website or app
where the ad is displayed, for example, an ad for a cooking appliance might
be shown on a food and recipe website.
4. Interest-based targeting: Target users based on their interests and hobbies, as
determined by their social media activity, such as likes, shares, and comments.
5. Keyword targeting: Target users based on keywords they have searched for on
search engines, such as Google.
6. Remarketing: Target users who have interacted with your brand in the past,
such as visiting your website or making a purchase.
7. Custom audience targeting: Target users who have been uploaded to your
customer list, such as email subscribers or customer data.

By using display targeting options, you can deliver more relevant and personalized
ads to users, which can improve engagement and conversion rates. Additionally, by
targeting specific groups of users, you can reduce ad spend and improve the
efficiency of your display network advertising campaigns.

Few examples of how to use display targeting options for a fictional clothing retailer
are listed below.

1. Demographic targeting: If you want to reach women between the ages of 25

and 45, you could use demographic targeting to display your ads only to
users in this age range and gender.

2. Behavioral targeting: If you want to reach users who have recently visited your
website but have not made a purchase, you could use behavioral targeting to
retarget these users with display ads that promote your products and offer
discounts.

3. Contextual targeting: If you want to reach users who are interested in fashion
and style, you could use contextual targeting to display your ads on websites
and apps that focus on fashion and lifestyle topics.

4. Interest-based targeting: If you want to reach users who are interested in

outdoor sports, you could use interest-based targeting to display your ads to
users who have engaged with outdoor sports-related content on social media.

5. Remarketing: If you want to reach users who have already made a purchase
from your store, you could use remarketing to display ads for complementary
products or services, such as accessories or custom tailoring.

6. Custom audience targeting: If you have a list of email subscribers, you could
use custom audience targeting to display ads only to users who are on your
email list.

These are just a few examples of how display targeting options can be used to reach
specific groups of users. By using the right combination of targeting options, you can
deliver highly relevant and personalized ads to users, which can improve
engagement and conversion rates.

There are a variety of software tools available that can help you with display
targeting options:

1. Google Ads: This platform allows you to target users on the Google Display
Network and other websites and apps that partner with Google to display ads.
You can target users based on demographic, behavioral, contextual, and
interest-based data.
 2. Facebook Ads: This platform allows you to target users on the Facebook
Audience Network and across the web. You can target users based on
demographic, behavioral, contextual, and interest-based data.

3. AdRoll: This platform allows you to target users on the web and across mobile
devices. You can target users based on demographic, behavioral, contextual,
and interest-based data.

4. Taboola: This platform allows you to target users on websites and apps that
partner with Taboola to display ads. You can target users based on
demographic, behavioral, contextual, and interest-based data.

5. Criteo: This platform allows you to target users on the web and across mobile
devices. You can target users based on demographic, behavioral, contextual,
and interest-based data.

6. The Trade Desk: This platform allows you to target users on the web and
across mobile devices. You can target users based on demographic,
behavioral, contextual, and interest-based data.

6.6 Display Ad Formats

Display ads in digital marketing can be a great way to reach a wide audience and
drive traffic to a website.

Here's how to create and launch display ads:

1. Determine your target audience: Identifying who you want to reach with your
ads is the first step in creating an effective campaign. This can involve
researching your target audience's demographics, interests, and behaviors.
2. Choose a display ad format: Based on your target audience and the type of
message you want to convey, choose a display ad format that will best reach
your goals.
3. Design your ad: Use design software, such as Adobe Creative Suite or Canva,
to create an eye-catching and professional-looking ad. Make sure to include a
clear call-to-action and ensure that your ad is mobile-friendly.
4. Select your ad placement: Decide where you want your ad to appear. This
could be on a specific website, in a specific app, or across a range of websites
and apps through a network.
5. Set your budget: Determine how much you are willing to spend on your ad
campaign and set a budget accordingly.
6. Launch your campaign: Work with a platform or software, such as Google
AdWords or Facebook Ads, to launch your display ad campaign.
Benefits of display ads in digital marketing:

• Increased brand visibility and recognition

• The ability to target specific demographics and interests
• The ability to track and measure campaign success through metrics like
impressions, clicks, and conversions
• The ability to reach a large audience quickly and effectively
Precautions:
• Make sure that your ads comply with advertising standards and regulations,
such as those set by the Federal Trade Commission (FTC)
• Avoid creating ads that are misleading or intrusive, such as pop-up ads or
auto-playing video ads
• Regularly monitor and adjust your campaign to ensure that it is effective and
achieving desired results

Examples of successful display ad campaigns:

• Coca-Cola's "Share a Coke" campaign, which encouraged consumers to

purchase cans of Coke with friends' names on them and share photos on
social media.
• Old Spice's "The Man Your Man Could Smell Like" campaign, which used
humour to promote the brand's products and reach a wider audience.

Software tools for creating and managing display ads:

• Google AdWords
• Facebook Ads
• AdRoll
• DoubleClick
• Adobe AdCloud
• Baidu Advertising
6.7 Setting and Measuring Goals

Setting and measuring goals in display networks of digital marketing is crucial for
determining the success of your campaign and making informed decisions about
future campaigns.

Purpose: The purpose of setting and measuring goals in display networks is to ensure
that your campaign is aligned with your overall marketing objectives and that you
are able to track and evaluate the success of your efforts.
Steps:

1. Define your objective: Determine what you want to achieve with your display
network campaign. This could be anything from generating leads to
increasing brand awareness to driving sales.
2. Choose relevant metrics: Select metrics that align with your objective and that
you can track easily. For example, if your objective is to increase brand
awareness, you might choose to track metrics like impressions and reach.
3. Set target values: Determine what values you want to achieve for each metric.
For example, you might set a goal to reach 100,000 impressions in a month.
4. Track and measure progress: Continuously monitor your metrics to see how
your campaign is performing and make adjustments as needed.
5. Evaluate and adjust: After your campaign is complete, evaluate your results
and adjust your goals and strategies as needed for future campaigns.

Process: The process of setting and measuring goals in display networks involves
regularly monitoring your metrics, making adjustments as needed, and using your
results to inform future campaigns.

Examples:

1. If your goal is to drive website traffic, you might track metrics like clicks,
impressions, and click-through rate (CTR).
2. If your goal is to increase sales, you might track metrics like conversions and
conversion rate.
3. If your goal is to increase brand awareness, you might track metrics like reach
and frequency.

Setting and measuring goals in display networks of digital marketing is a crucial

aspect of running an effective campaign. By defining your objectives, choosing
relevant metrics, and tracking and evaluating your results, you can ensure that
your campaigns are aligned with your marketing objectives and that you are able
to make informed decisions about future campaigns.

6.8 Bidding and Attrition

Bidding in Display Networks is the process of determining how much you are willing
to pay for a particular ad placement or impression in a display network. The amount
you bid will impact the visibility and performance of your ad.

Bidding strategies in display networks can vary based on your goals and objectives,
but common strategies include:
1. Cost-per-click (CPC) bidding: In this strategy, you bid based on the cost per
click that you are willing to pay for a particular ad. This is a popular bidding
strategy for campaigns focused on driving website traffic and conversions.
2. Cost-per-impression (CPM) bidding: In this strategy, you bid based on the cost
per 1,000 impressions that you are willing to pay for a particular ad. This is a
popular bidding strategy for campaigns focused on increasing brand
awareness.
3. Cost-per-action (CPA) bidding: In this strategy, you bid based on the cost per
action that you are willing to pay for a particular ad. This is a popular bidding
strategy for campaigns focused on driving specific actions, such as form
submissions or purchases.
Attrition in Display Networks: Attrition refers to the decline in the effectiveness
or performance of a display network campaign over time. This can be due to a
variety of factors, including changes in consumer behavior, competition, or ad
fatigue.
To mitigate attrition in display networks, you can:
1. Regularly analyze and adjust your campaigns: Continuously monitor your
campaigns to identify areas for improvement and make adjustments as
needed.
2. Test and optimize your ads: Regularly test and optimize your ads to keep
them fresh and relevant.
3. Experiment with new ad formats: Try new ad formats and placements to keep
your campaigns fresh and engaging.
4. Segment your audience: Segment your audience and target your ads to
specific segments to ensure that they are relevant and engaging.

Many software tools available to help with bidding and attrition in display
networks. Some of the most popular tools include:

Google Ads: This is a powerful tool for managing and optimizing display network
campaigns. It offers a range of bidding options and tools for analyzing and
adjusting campaigns to minimize attrition.

DoubleClick: This is a comprehensive tool for managing and optimizing display

network campaigns. It offers advanced bidding options and analytics tools to help
you make informed decisions and minimize attrition.
 Kenshoo: This is a comprehensive tool for managing and optimizing display
network campaigns. It offers advanced bidding options and analytics tools to help
you make informed decisions and minimize attrition.

Marin Software: This is a powerful tool for managing and optimizing display
network campaigns. It offers advanced bidding options and analytics tools to help
you make informed decisions and minimize attrition.

AdEspresso: This is a user-friendly tool for managing and optimizing display

network campaigns. It offers a range of bidding options and tools for analyzing
and adjusting campaigns to minimize attrition.

6.9 Reporting and Testing

Reporting and testing are important components of any successful display network
campaign. They allow you to track your progress, measure your results, and make
informed decisions about future campaigns.

Reporting in Display Networks: Reporting in display networks involves tracking and

analyzing metrics that are relevant to your goals and objectives. This includes metrics
such as impressions, clicks, conversions, cost per click, and return on investment
(ROI).

By regularly tracking and analyzing these metrics, you can gain insights into the
performance of your campaigns and identify areas for improvement. You can also
compare the performance of different campaigns and ad placements to determine
which ones are most effective.

Testing in Display Networks: Testing in display networks involves creating and

running experiments to determine the impact of different variables on the
performance of your campaigns. This includes variables such as ad copy, ad images,
landing pages, and targeting.

By regularly testing different variables, you can gain insights into what works and
what doesn't, and make informed decisions about future campaigns. You can also
identify areas for improvement and optimize your campaigns for better performance.

Steps to perform reporting and testing in display networks.

1. Set clear goals and objectives: Before you begin, it's important to have a clear
understanding of what you want to achieve with your display network
campaigns. This will help you determine which metrics are most relevant to
track and analyze.
2. Choose the right metrics: Choose metrics that align with your goals and
objectives. Common metrics to track include impressions, clicks, conversions,
cost per click, and return on investment (ROI).
3. Track your metrics: Regularly track and analyze your metrics to gain insights
into the performance of your campaigns. Use tools like Google Analytics to
track and analyze your data.
4. Experiment with different variables: Regularly test and experiment with
different variables, such as ad copy, ad images, landing pages, and targeting.
This will help you identify what works and what doesn't, and make informed
decisions about future campaigns.
5. Use split testing: Split testing is a method of comparing two or more versions
of an ad to determine which one performs better. By using split testing, you
can optimize your campaigns for better results.
6. Analyze your results: After conducting your tests, analyze your results to
determine the impact of each variable on the performance of your campaigns.
Use this information to make informed decisions about future campaigns.
7. Adjust your campaigns: Based on your results, make adjustments to your
campaigns as needed to optimize their performance.

Examples of how to perform reporting and testing in display networks:

Split Testing Ad Copy: Create two or more versions of an ad with different ad

copy, and test each version to determine which one performs better. For example,
you could create two versions of an ad with different headlines, and test to see
which headline drives more clicks and conversions.

Testing Targeting: Test different targeting options, such as age, gender, location,
and interests, to determine which targeting options drive the best results. For
example, you could create two versions of an ad, each targeting a different age
group, and test to see which age group responds better to your ad.
 Landing Page Testing: Test different landing pages to determine which one
performs better. For example, you could create two versions of a landing page,
each with different design elements, and test to see which design drives more
conversions.

Ad Placement Testing: Test different ad placements to determine which ones

perform better. For example, you could create two versions of an ad, each placed
in a different location on a website, and test to see which location drives more
clicks and conversions.

Mobile vs Desktop Testing: Test your ads on mobile and desktop devices to
determine which device performs better. For example, you could create two
versions of an ad, each optimized for mobile and desktop devices, and test to see
which version drives more clicks and conversions.

6.10 Ad group & Campaign organization

Ad Group and Campaign Organization is a critical aspect of display network

advertising. The way you organize your campaigns and ad groups can have a big
impact on the performance of your campaigns.

Here are some steps to help you organize your ad groups and campaigns:

Determine your Campaign Structure: Decide what type of structure you want to use
for your campaigns. For example, you might organize your campaigns by product
line, target audience, or geographic location.

Group Similar Ads Together: Place similar ads into the same ad group. For example,
you might group all of your ads for a specific product into one ad group.

Use Relevant Keywords: Choose keywords that are relevant to your ad group and
campaign. This will help your ads show up in the right places and reach the right
people.
Monitor Performance: Regularly monitor the performance of your ad groups and
campaigns to identify any issues and make changes as needed.

Test and Optimize: Regularly test and optimize your campaigns and ad groups to
improve performance. For example, you might test different targeting options or ad
placements to see which ones drive the best results.

Ad Group and Campaign Organization is the process of structuring your display

network campaigns and ad groups in a way that makes them easier to manage and
improves their performance. The purpose of ad group and campaign organization is
to help you achieve your advertising goals more effectively by making it easier to
track and measure performance, test different variables, and make data-driven
decisions.

Benefits of ad group and campaign organization

1. Improved Performance: A well-organized campaign structure can help

improve the performance of your campaigns by making it easier to track and
measure results and make data-driven decisions.

2. Increased Efficiency: Organizing your campaigns and ad groups makes it

easier to manage and optimize your campaigns, which can save you time and
increase your efficiency.

3. Better Targeting: Ad group and campaign organization can help you achieve
better targeting by making it easier to group similar ads together and use
relevant keywords.

4.

Precautions to keep in mind when organizing your ad groups and campaigns:

1. Don't Overcomplicate Your Structure: A complex structure can make it harder

to manage and optimize your campaigns, so keep it simple and
straightforward.

2. Avoid Duplication: Make sure that your ad groups and campaigns don't
overlap or duplicate each other, as this can lead to confusion and decreased
performance.

3. Monitor Performance Regularly: Regularly monitor the performance of your ad

groups and campaigns to identify any issues and make changes as needed.

Examples of ad group and campaign organization:

1. Campaigns by Product Line: You could organize your campaigns by product
line, with each campaign focusing on a specific product or product category.

2. Campaigns by Target Audience: You could organize your campaigns by target

audience, with each campaign targeting a specific demographic or interest
group.

3. Campaigns by Geographic Location: You could organize your campaigns by

geographic location, with each campaign targeting a specific region or city.

6.11 Quality Score

Quality Score is a rating system used by Google Ads to evaluate the relevance
and quality of an advertisement. It is a measure of how well an ad is expected
to perform and how relevant it is to the keywords and landing page it is
associated with.

A high quality score can lead to lower costs per click, higher ad positions, and
more impressions for your ads. The factors that contribute to a high quality
score include the relevance of your keywords, the quality of your ad, and the
relevance of your landing page.

The steps to improve your quality score:

Use Relevant Keywords: Choose keywords that are relevant to your ad and
landing page.

Write High-Quality Ads: Write clear, concise, and compelling ads that
accurately reflect what your product or service has to offer.

Create Relevant Landing Pages: Make sure your landing pages are relevant to
your ad and offer a positive user experience.

Monitor Your Quality Score: Regularly monitor your quality score and make
changes as needed to improve it.

Test and Optimize: Regularly test and optimize your campaigns to improve
performance and increase your quality score.

Quality Score Monitoring and Reporting Process refers to the regular

monitoring and reporting of the quality score of your display network ads. The
 purpose of quality score monitoring and reporting is to track the performance
of your ads, identify areas for improvement, and make data-driven decisions
to improve your quality score.
Here are the steps involved in the Quality Score Monitoring and Reporting
Process:
1. Define your metrics: Determine which metrics you want to track, such as click-
through rate, conversion rate, or cost per click.
2. Set up tracking: Set up tracking in your Google Ads account to track the
metrics you have defined.
3. Regular monitoring: Regularly check your quality score and the metrics you
have defined to track performance.
4. Analyze data: Analyze the data you have collected to identify any trends or
patterns and determine which metrics are contributing to your quality score.
5. Identify areas for improvement: Use the data you have analyzed to identify
areas for improvement and make changes to your campaigns as needed.
6. Report results: Create a report to summarize the results of your quality score
monitoring and share it with relevant stakeholders.
7. Repeat the process: Regularly repeat the process of monitoring, analyzing,
and reporting on your quality score to continue to improve performance

6.12 Quality Score Diagnosis and Pivot Tables

Quality Score Diagnosis and Pivot Tables are two important tools in optimizing and
analyzing the performance of your display network campaigns.

Quality Score Diagnosis is a tool in Google Ads that helps you understand why your
quality score is what it is and what you can do to improve it. It provides a detailed
analysis of your quality score and the factors that are contributing to it, such as
relevance of your keywords, ad quality, and landing page relevance.

Pivot Tables, on the other hand, are a powerful data analysis tool in Excel that allows
you to summarize, analyze, and present large amounts of data in a compact and
organized format. You can use pivot tables to analyze your quality score data and
identify trends and patterns to help you make data-driven decisions to improve your
performance.

Here are the steps involved in using these tools:

Export data: Export your quality score data from Google Ads into an Excel
spreadsheet.

Create a pivot table: In Excel, select the data you want to analyze and create a pivot
table from it.

Define the pivot table structure: Define the structure of the pivot table by selecting
the fields you want to include and the way you want to organize the data.

Analyze data: Analyze the data in your pivot table to identify trends and patterns and
determine which factors are contributing to your quality score.

Make changes: Use the insights you have gained from the data analysis to make
changes to your campaigns and improve your performance.

By using these tools, you can effectively analyze your quality score data, identify
areas for improvement, and make data-driven decisions to improve your
performance.

6.13 Summary
7 Audience targeting is a crucial aspect of digital marketing, as it helps advertisers
to reach the right people with their messages.

8 Display networks are platforms where advertisers can display their ads to target
audiences.

9 By understanding the different types of audiences and how to target them

effectively, marketers can improve the relevance and effectiveness of their digital
marketing campaigns and achieve better results.

10 There are several ways to segment data and create audience lists for digital
marketing

10.10.1 By creating targeted audience lists, marketers can deliver

relevant messages to the right people at the right time
11 A display network is a collection of websites and mobile apps that partner with
an advertising platform to display ads to their users.

12 Display targeting options allow advertisers to specify the type of users they want
to reach with their display ads

13 Display ads in digital marketing can be a great way to reach a wide audience and
drive traffic to a website.

14 The purpose of setting and measuring goals in display networks is to ensure that
your campaign is aligned with your overall marketing objectives.

15 Bidding in Display Networks is the process of determining how much you are
willing to pay for a particular ad placement or impression in a display network.

16 Reporting and testing are important components of any successful display

network campaign.

17 Ad Group and Campaign Organization is a critical aspect of display network

advertising.

18 Quality Score is a rating system used by Google Ads to evaluate the relevance
and quality of an advertisement.

19 Quality Score Diagnosis and Pivot Tables are two important tools in optimizing
and analyzing the performance of your display network campaigns.
 UNIT – 7: WEB ANALYTICS

Names of Sub-unit: Introduction to Digital Analytics - Building Blocks -

Perspectives of Digital Analytics- Key Performance Indicators – Segmentation - The
Analysis Process. Experimentation & Testing - Reports & Dashboards -The Digital
Analytics Stack.

Overview

Web analytics is the process of collecting, measuring and analyzing website data to

gather useful information about the following aspects of the website:

1. Source of website traffic,

2. User navigation and interaction on the website,

3. Identification of frequently viewed content by users and,

4. Website Exit process.

This helps authorities make data-based decisions to optimize website performance.

Web analytics is a key method to gain better insights and improve business
performance.

We have specialized tools for performing web analytics. These tools enable the

authorities to make data-driven decisions about their digital marketing strategy. Paid
analytics tools and free analytics tools may have different features and functionality.

Marketers can use web analytics to understand their customers' origins,

characteristics, and preferences.

It's easy to identify and fix the issues that are blocking conversion rates in your

digital business ecosystem. Web analytics is a comprehensive approach that provides

valuable insights for improving customer engagement with your website and
optimizing the channels that make customers to visit a company's website.
Digital analytics is the process of analyzing digital data from various sources to

provide business organizations with insights into customer behaviour so that they
can improve their strategies to meet customer expectations.

Key Performance Indicators (KPIs) are quantitative indicators used to demonstrate

alignment between strategic action plans and activity goals. Segmentation is the

process of grouping similar data into a single entity according to certain defined
criteria, enabling efficient data analysis.

Objectives In this Unit you will learn –

1. About the basic concepts of Web Analytics

2. About the different perspectives of Digital Analytics

3. The Key Performance Indicators of Digital Analytics

4. The Analysis Process in Digital Analytics

5. The importance of Reports and Dashboards

6. The Digital Analytics Stack

7. About the impact of Digital Analytics on a Business

Learning Outcomes

At the end of this Unit you would -

 Be able to explain the purpose of Digital Analytics.

 Recognize Key Performance Indicators in Digital Analytics.

Unit Pre-requisites

This unit requires a fundamental knowledge about Search Engine Optimization,

purpose of statistics in making decisions and the role of pictorial representation of

data in a business.

Pre-Unit Reading Material - NIL

Post-Unit Reading Material – NIL

7.1 Introduction to Digital Analytics

Web analytics is the process of collecting, measuring and analyzing website data to

gather useful information about the following aspects of the website:

1. Source of website traffic,

2. User navigation and interaction on the website,

3. Identification of frequently viewed content by users and,

4. Website Exit process.

We have specialized tools for performing web analytics. These tools enable the
authorities to make data-driven decisions about their digital marketing strategy. Paid

analytics tools and free analytics tools may have different features and functionality.

Marketers can use web analytics to understand their customers' origins,

characteristics, and preferences.

It's easy to identify and fix the issues that are blocking conversion rates in your
digital business ecosystem. Web analytics is a comprehensive approach that provides

valuable insights for improving customer engagement with your website and
optimizing the channels that make customers to visit a company's website.
One of the greatest challenges faced by present day organizations is measuring the

effectiveness of digital marketing. It is important to understand and leverage the

digital analytics process. Data Analytics is a key element in website optimization and
digital marketing.

The data analysts extract meaningful interpretations from huge volume of raw data

received by them from multiple sources. This task enables businesses to understand

their capability, giving them the authority to make data-let business decisions.

7.1.1 Data Analytics Types

There are four types of Data Analytics with a specific purpose for each type.

a. Descriptive Data Analytics

A clear description of what has happened will be presented in an easily

understandable format as a summary. It utilises of data aggregation and data

mining to present an overview of the past actions. History of the actions

performed is often the starting point to perform in-depth analysis.

This addresses the What Happened Component of Analytics.

b. Diagnostic Data Analytics

Diagnostic analysis works towards establishing the reasons for the happenings

identified in the descriptive data analytics. Data mining, drilling-down and

data discovery methods are applied to perform Diagnostic Data Analytics. It

provides a crucial input on why something has happened and renders support

in data-led decision making process. It helps to understand the reasons for

the occurrence of something and the association between the related factors.

It can be performed manually or using a software. Examining the market

demand, elucidating customer behaviour, identifying technology issues, and

improving organization culture are some examples of diagnostic data

analytics.
c. Predictive Data Analytics

Predictive analytics is the method of using data, statistical algorithms and

machine learning techniques to identify the chances of future occurrences

based on historical data. The objective is to travel beyond knowing what has

happened to providing a clear forecast of what will happen in the future. It

focusses on trends that might occur in the future and their impact on a

business.
d. Prescriptive Data Analytics

Prescriptive data analytics relies on the results of descriptive, diagnostic and

predictive analytics to recommend the course of action to be taken as a

response to the predicted future trends. The objective is to improve business

outcomes.

7.2 The Building Blocks of Data Analytics

The business analytics architecture is commonly built around three core building
blocks to support sourcing, discovering and sharing business analytics across

your organization. They are data integration, analytics and reporting.

Data Integration: It is the process of amalgamating data from multiple

sources, cleansing them and keeping them ready for analysis and
interpretation.

Analytics : It is the process of analysing the consolidated data using special

algorithms to derive insights needed for decision making.

This should provide the competence to support a wide range of business

needs and predictive analysis.

There are eight levels of analytics to consider:

1. Standard historical reports.

2. Ad hoc reports requested by the business.
 3. Query drill-down (OLAP) to provide guided exploration of information.

4. Alerts to notify the business when specific events are detected.

5. Statistical analysis to determine why things are happening.

6. Forecasting what will happen if trends continue.

7. Predictive modelling to determine what will happen next.

8. Optimization of business processes to accomplish goals.

Reporting
Reporting is a process of consolidating the available data as per the specific

context for which it is needed. It is an input for stakeholders to decide the

best course of action. Reports in general are representation of final data in

various forms like tables, graphs and pictures. The outcomes of the analytics
stage will be huge in volume and needs to be presented in proper format for

obtaining inference and decision making.

Automated tools are available to support the activities of the three building blocks of

the Data Analytics. These tools are generic and purpose specific as well.

7.3 The Key Performance Indicators of Data Analytics

KPI Analytics is the method of analysing Key Performance Indicators consisting of

data and metrics. KPI Analytics is an integral part of any data analytics. A KPI is a
quantifiable measure used to evaluate the success of a measurement entity in meeting

its performance objectives. The entity could be the entire enterprise, a business

function such as procurement or finance, a line of business (LoB), a product category,

a team and so on. A KPI is a metric to measure the leading (predictive and
prescriptive analytics) and lagging (descriptive analytics) effectiveness of the

measurement entity and its progress toward achieving its goals. KPIs basically drive

the business behaviour, results and the culture of the organization. KPIs help

business organizations to measure and manage business performance. A well-

designed KPI framework possesses the key to provide the right feedback and track
the performance of a website. The most effective KPIs are closely associated with the

stratg

strategic objectives of the business and assists in finding out the best interpretations
for the most critical queries related to performance.

7.4 Segmentation in Digital Analytics

Segmentation is the process of grouping the data to find the actionable items. For

example, one can categorize the entire website traffic data into one segment for a

“product” and one for a specific accessory needed for a product. Segmentation

process helps the marketers to address the specific needs of the website users and
helps in retargeting stage. Segmentation categories can be like users who just visited

the website, who browsed through the after sales support pages, browsed through

the product listings, referred to the FAQ Section and so on.

The purpose of segmentation is to obtain a better understanding of the website’s

visitors and to receive actionable data needed to improve the website. Data

Segmentation is an important component to analyse website traffic. Once the

segmentation process is completed, analysis can be performed. This is the stage

where the segmented data is analysed to derive inferences.

Here are few examples of possible segments.

 User visits originating only from direct traffic from a specific web browser ;

 The exact count of visitors who generate revenue ;

 Visits originated on the landing page of the website ;

 Visitors who stayed back on a website or a specific page for a specific period
of time.

Once the data for the above segmentation is available analyses can be performed

to create interpretations. The outcome of these interpretations will help

organizations to make efficient decisions.
Having a proper segmentation practice will enable an enterprise to enjoy multiple

privileges in the digital marketing domain.

Example: Website Traffic Table Mapping for Analysis, interpretation and deciding the

course of action.

Month Jan Feb Mar April May June

Organic 40K 42K 40K 43K 45K 47K

Referrals 5K 4K 3K 7K 9K 15K

Social 5K 4K 5K 3K 3K 1K
Analysis

From the above table, it is clear that the organic and referral traffics are

growing but social traffic is going down.

Actionable

Include new pages according to organic traffic sender pages.

Focus on the social media platform that is sending the minimum traffic.

7.5 The Data Analysis Process in Digital Analytics

Even though there are various types of data analytics methodologies to perform data

analytics, the underlying process remains the same. The common steps of the

process are discussed below.

Step 1: Define the Question

Step 2: Collect the Data

Step 3: Clean the Collected Data

Step 4: Analyse the Data

Step 5: Visualize and share the findings

Step 1: Define the question

The first and foremost job is to define the problem statement. In other words it is

called defining the objective of data analytics.

Step 2: Collect the data

Once the objective for the analysis has been established, the next step is to design an

appropriate data collection strategy. Here, type of data needed for the process will

be finalised. Both quantitative (numeric) data and qualitative (descriptive) data are
needed. Sales figures and customer surveys are examples for quantitative and

qualitative data respectively.

Step 3: Clean the data

The collected data might have originated from various sources and for sure will have

certain elements that are irrelevant to the problem under consideration. Hence, once

the required data collection is complete, data cleansing needs to be performed. Here
the data analyst will execute steps to clean the data to make sure it’s of high quality.

This data cleansing process is called “scrubbing”.

Data Cleaning Process consists of

 Removal of unwanted data points

 Removal of major errors, duplicates, and outliers

 Filling in any missing data

 Bringing structure to the data

Step 4: Analyze the data

Availability of cleaned data is the pre-requisite for deriving inferences through

analysis. The four types of data analysis namely, descriptive, diagnostic, predictive,

and prescriptive will be applied on the cleansed data.

Step 5: Visualize and share your findings

The inferences obtained by analysing the data must now be presented to the users

as findings. This presentation should be in a way that’s clear and easily understood

by key stakeholders. This is performed by using visualization software to generate

reports, dashboards, or interactive visualizations. Here it is important that the

presented findings reliable and relevant stakeholders can make informed decisions.

7.6 Experimentation and Testing

The shared findings of a data analytics process needs to undergo continuous

monitoring to verify whether they are beneficial to the stake holders. This is a
continual process performed by the data analysts to ensure that the delivered results
are beneficial and identify the options to enhance the results.
 7.8 Reports and Dashboards

Whatever data is analysed will be of no use unless until it is presented to the stake

holders in a proper format. Reporting is a process of consolidating the available data

as per the specific context for which it is needed. It is an input for stakeholders to
decide the best course of action. Reports in general are representation of final data

in various forms like tables, graphs and pictures. Reports are generated on demand

by the user based on a specific need and automatically at periodic intervals. The data

present in the reports will enable the stake holder to infer the status of a task under
consideration and decide course of action. Certain reports are just generated and

sent to collaborators and legal agencies for filing purposes.

Dashboards are enhanced versions of the reporting process, where the information

required for decision making is presented as a feature rich content in various formats

that are interactive in nature. Dashboard reporting is a visual representation of the

key performance indicators (KPIs). The visuals of dashboard provide charts and
graphs to give crisp vision of the website’s performance.

The qualities of a good dashboard are:

 The potential to work on a large volume of data sources and evolve along
with the business needs.

 The customizable characteristic to get adapted to varying decision making

preferences.

 Cross platform compatibility enabling access from different digital devices.

7.9 The Digital Analytics Stack

An analytics stack is an arrangement of applications that collect, combine, analyse,

and realize the value of data. It is a collection of tools that carries data through a
processing pipeline, starting from one or more raw data sources, and ending with

well-organized, aggregated data that can be interpreted and reported for decision

making.

7.10 Summary

1. Analytics plays an important role in facilitating the decision making process of

a digital enterprise.

2. Web analytics mainly deals with analysing the websites of a business unit to
arrive at various inferences required to meet the expectations of the

customers.

3. Many techniques and tools are available to perform data analytics.

4. The data analysis process comprise of 5 steps.
5. Data Presentation and Visualisation is the final step.

6. Data Analytics is an important component of any marketing activity to decide

upon the course of actions by referring to the inferences obtained.

7. Reports are the major channel of presenting data analytic information the
stake holders. Most of the time, reports are pre-defined and sometimes on

demand.

8. Reports are comprehensive in nature, needs more time to interpret.

9. Dashboards are the more preferred method of presenting analytic results in

graphical format to the users.
 UNIT – 8: ADVANCED WEB ANALYTICS

Names of Sub-unit: Business Perspective - Lean Six Sigma - Analysis Perspective:

providing Insights – Enabling Capabilities - Managing Analytics - Audience,
Acquisition, Behaviour – Conversions –On boarding - Retention & Expansion-
Advocacy - Privacy & Ethics

Overview
Advanced web analytics is a sophisticated approach to analyzing website and online

application data to gain deeper insights into user behavior and improve the user
experience. This type of analytics goes beyond traditional web analytics, which only

provides basic data such as page views and unique visitors, and provides a more
complete picture of user behavior, from the pages they visit to the actions they take.

The purpose of advanced web analytics is to help organizations optimize their digital

marketing strategies and make data-driven decisions about their online presence.
This involves using data to understand how users interact with websites and online

applications, track their behavior and actions, and identify any pain points or areas
for improvement. Advanced web analytics can also help organizations better

understand their customers, by grouping them into segments based on their

behaviors, preferences, and characteristics.

Some of the key applications of advanced web analytics include conversion

optimization, customer segmentation, marketing attribution, and customer journey

analysis. To achieve these goals, organizations use advanced web analytics tools that
provide a range of data and analysis capabilities, such as user behavior tracking, data

visualization, and custom reporting.

Despite its many benefits, advanced web analytics also has some limitations. For
example, the accuracy of the data collected can be impacted by factors such as
incorrect tracking and incorrect data processing. Additionally, the collection and use

of personal data for web analytics can raise privacy concerns, especially in light of
regulations such as the EU's General Data Protection Regulation (GDPR).

Objectives In this Unit you will learn –

1. The need for advanced Web Analytics

2. Lean Six Sigma for Web Analytics

3. Privacy and Ethical Aspects in Advanced Web Analytics

Learning Outcomes

At the end of this Unit you would -

✓ Be able to Formulate the nuances of Web/ digital analytics..

Unit Pre-requisites – Fundamentals of Web Analytics

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

 6.1 Introduction to Advanced Web Analytics

Advanced web analytics refers to the use of advanced techniques and tools to
analyze and understand the behavior of users on websites and online applications.

The purpose of advanced web analytics is to help organizations improve their online
presence and user experience, optimize their digital marketing strategies, and make

data-driven decisions.

Applications of advanced web analytics include:

1. User behavior analysis: This involves understanding how users interact with

websites and online applications, such as the pages they visit, the amount of
time they spend on each page, and the actions they take.

2. Conversion optimization: This involves using data to identify and address any

roadblocks that prevent users from completing specific goals or objectives,

such as making a purchase or filling out a form.

3. Customer segmentation: This involves grouping users into different segments

based on their behaviors, preferences, and characteristics, in order to better

understand and target each group with personalized marketing messages.

4. Marketing attribution: This involves tracking the path that users take to
convert, and assigning credit to different touchpoints and channels along the
way, in order to better understand the impact of each channel on conversions.

5. Customer journey analysis: This involves mapping out the steps that users take
in order to complete a specific goal, such as making a purchase, and

identifying any pain points or areas for improvement along the way.

Despite its many benefits, advanced web analytics also has some limitations,

including:
 1. Data accuracy: The quality and accuracy of data can be impacted by factors

such as inaccurate tracking, missing data, and incorrect data processing.

2. Privacy concerns: The collection and use of personal data for web analytics can
raise privacy concerns, especially in light of regulations such as the EU's

General Data Protection Regulation (GDPR).

3. Technical expertise: Advanced web analytics often requires technical expertise,

such as programming skills, in order to set up and analyze data correctly.

Examples of advanced web analytics tools include Google Analytics, Adobe Analytics,
Mixpanel, and Heap Analytics. These tools typically provide a wide range of data and

analysis capabilities, such as user behavior tracking, conversion optimization,

customer segmentation, and marketing attribution.

By leveraging data-driven insights, advanced web analytics enables organizations to

manage their online presence and digital marketing efforts more effectively.

The following are some of the key capabilities that advanced web analytics provides:

1. Audience Insights: Understanding the demographics, interests, and behaviors

of website visitors, and how they interact with the site.

2. Acquisition Analysis: Tracking and analyzing the sources of website traffic, and
optimizing acquisition channels to drive more high-quality visitors.

3. Behavior Analysis: Understanding user behavior on the website, including

page views, clickstreams, and engagement metrics.

4. Conversion Analysis: Measuring and optimizing conversion rates, including the

funnel analysis, A/B testing, and attribution modeling.

5. On boarding Analysis: Tracking and analyzing user on boarding and

engagement, including sign-ups, activation, and retention.
 6. Retention & Expansion: Understanding and improving customer retention and

expansion, including cross-selling and upselling.

7. Advocacy Analysis: Measuring and improving customer advocacy, including

referral marketing and social sharing.

8. Privacy & Ethics: Ensuring compliance with privacy regulations and ethical

considerations, including data protection and user privacy.

8.2 Business Perspective

From a business perspective, advanced web analytics can provide numerous benefits

and help organizations achieve their goals. By using data to make informed decisions
and drive business success, advanced web analytics is a crucial tool for organizations

looking to stay ahead in today's competitive digital landscape.

The key benefits of using advanced web analytics from a business perspective:

1. Improved customer experience: By understanding how users interact with

websites and online applications, organizations can identify pain points and
areas for improvement, and make changes that enhance the user experience
and increase engagement.

2. Increased conversions: Advanced web analytics can help organizations

optimize their conversion funnel, by identifying and addressing roadblocks

that prevent users from completing specific goals, such as making a purchase

or filling out a form.

3. Better customer understanding: Customer segmentation and marketing

attribution can help organizations better understand their customers,

including what drives their behavior, what motivates them, and what obstacles
they face. This information can then be used to personalize marketing
messages and improve engagement.
 4. Better decision making: By providing data and insights into user behavior and

online performance, advanced web analytics can help organizations make

informed decisions about their online presence, digital marketing strategies,

and business goals.

5. Increased efficiency: Advanced web analytics can help organizations

streamline their digital marketing efforts, by providing data and insights into

the most effective channels and strategies, and enabling organizations to

focus their resources on the areas that will have the greatest impact.

There are many Indian companies that implement advanced web analytics in their

digital marketing efforts. Some of the leading companies include:

Flipkart - An e-commerce company that uses advanced web analytics to track

customer behavior and improve their website experience.

Paytm - A leading digital wallet and e-commerce company that uses web analytics to

gain insights into customer behavior and optimize their marketing campaigns.

Ola - A ride-hailing company that uses advanced web analytics to track user behavior

and improve the app experience for riders.

Myntra - An online fashion and lifestyle retailer that uses web analytics to track
customer behavior and optimize their marketing efforts.

Snapdeal - An e-commerce company that uses web analytics to track customer

behavior and improve the website experience.
MakeMyTrip - A travel company that uses advanced web analytics to track user

behavior and improve the customer experience on their website and mobile app.

Swiggy - A food delivery company that uses web analytics to track customer

behavior and improve the app experience for users.

Byju's - An online education company that uses web analytics to track student
behavior and optimize their learning experience.

Advanced web analytics should be implemented when:

1. You have a clear understanding of your business goals and objectives:

Advanced web analytics can help you track your progress towards your goals

and measure the impact of your marketing efforts. However, it's important to
have a clear understanding of what you want to achieve before you start

implementing advanced analytics tools.

2. You have a significant amount of website traffic: Advanced web analytics tools

are designed to handle large amounts of data, so they are more effective
when you have a significant amount of website traffic. If you have a small

website or low traffic, basic web analytics may be sufficient.

3. You want to gain deeper insights into customer behavior: Advanced web
analytics tools offer more in-depth insights into customer behavior, such as

which pages they visit, how long they stay on your website, and which actions
they take. These insights can help you optimize your website experience and

improve your marketing outcomes.

Advanced web analytics should not be implemented when:

 1. You don't have the resources to invest in the tools: Advanced web analytics

tools can be expensive, and you need to have the resources to invest in them,
including the budget for the software, the personnel to manage the tools, and

the infrastructure to store the data.

2. You don't have the technical expertise: Advanced web analytics tools can be
complex and require technical expertise to set up and manage. If you don't

have the technical expertise in-house, you may need to hire an expert or
agency to help you get started.

3. You don't have a clear use case: Advanced web analytics tools can provide a

wealth of data and insights, but you need to have a clear understanding of
what you want to achieve before you start using them. If you don't have a

clear use case, the data and insights you get may be overwhelming or not
relevant to your business.

8.3 Lean Six Sigma

Lean Six Sigma is a process improvement methodology that combines the principles

of Lean manufacturing and Six Sigma. The goal of Lean Six Sigma is to eliminate
waste and reduce variability in processes, with the aim of improving quality and

efficiency.

Lean Six Sigma is based on the following key principles:

1. Lean principles: Lean manufacturing focuses on eliminating waste in processes

and reducing lead times, in order to increase efficiency and speed.

2. Six Sigma: Six Sigma is a data-driven approach to quality improvement that

uses statistical methods to reduce defects and variability in processes.
Lean Six Sigma is typically implemented in organizations using a structured and

systematic approach known as the DMAIC (Define, Measure, Analyze, Improve, and
Control) process. This process involves the following steps:

1. Define: The problem and goals of the project are defined and scope is

established.

2. Measure: Data is collected and analyzed to determine the current state of the
process.

3. Analyze: The root cause of the problem is identified and potential solutions
are evaluated.

4. Improve: Solutions are implemented and their effectiveness is tested.

5. Control: Processes are monitored and controlled to ensure sustained

improvement.

Lean Six Sigma can be applied to advanced web analytics to improve the

processes and practices involved in collecting, analyzing, and using website and
online application data.

The ways by which Lean Six Sigma can be applied to advanced web analytics are
described below.

Define: Identifying the goals and objectives of the web analytics project, and

establishing the scope of the analysis.

Measure: Collecting and analyzing data related to user behavior, website

performance, and online conversion rates.

Analyze: Identifying the root causes of any problems or inefficiencies in the web

analytics process, such as incorrect tracking or data processing, and evaluating

potential solutions.
 Improve: Implementing solutions to improve the accuracy and efficiency of the

web analytics process, such as using more advanced tracking tools or improving
data processing methods.

Control: Monitoring and controlling the web analytics process to ensure sustained

improvement and prevent regressions.

By applying Lean Six Sigma to advanced web analytics, organizations can improve
the quality and accuracy of their data, and use that data to make informed decisions

about their online presence and digital marketing strategies. Additionally, Lean Six
Sigma can help organizations eliminate waste and reduce variability in their web

analytics processes, enabling them to collect and use data more efficiently and
effectively.

8.4 Analysis Perspective

From an analysis perspective, advanced web analytics involves the collection, processing, and
analysis of large amounts of data related to user behavior on websites and online
applications. The goal of advanced web analytics is to provide insights into how users
interact with digital properties, and how that behavior relates to business goals and
objectives.

There are several key components of advanced web analytics from an analysis
perspective, including:

1. Data collection: Collecting data from a variety of sources, including web logs,

tracking pixels, and APIs.

2. Data processing: Cleaning, transforming, and normalizing the data to ensure

that it is accurate and consistent.

3. Data analysis: Using statistical and machine learning techniques to analyze the
data, and identify patterns and relationships between variables.
 4. Dashboarding and reporting: Creating interactive dashboards and reports that

allow users to explore and visualize the data.

5. Insights and recommendations: Interpreting the data to identify actionable

insights and recommendations that can inform business decisions and drive

success.

Advanced web analytics is a crucial tool for organizations looking to understand their
online presence and improve their digital marketing efforts. By providing data-driven

insights into user behavior and website performance, advanced web analytics
enables organizations to make informed decisions, optimize their online presence,

and achieve their business goals.

Web analytics provides several key capabilities that enable organizations to better

understand their online presence and digital marketing efforts. These capabilities
include:

1. Audience Insights: Understanding the demographics, interests, and behaviors

of website visitors, and how they interact with the site.

2. Acquisition Analysis: Tracking and analyzing the sources of website traffic, and

optimizing acquisition channels to drive more high-quality visitors.

3. Behavior Analysis: Understanding user behavior on the website, including

pageviews, clickstreams, and engagement metrics.

4. Conversion Analysis: Measuring and optimizing conversion rates, including the

funnel analysis, A/B testing, and attribution modeling.

5. Onboarding Analysis: Tracking and analyzing user onboarding and

engagement, including sign-ups, activation, and retention.

6. Retention & Expansion: Understanding and improving customer retention and

expansion, including cross-selling and upselling.

7. Advocacy Analysis: Measuring and improving customer advocacy, including

referral marketing and social sharing.

8. Funnel Analysis: Analyzing the various steps in the customer journey, and

identifying areas of improvement to optimize the conversion process.

9. A/B Testing: Testing different variations of website elements to determine

which version performs best.

10. Attribution Modeling: Assigning credit to various marketing channels and

touchpoints in the customer journey, and determining the most effective

marketing strategies.

Advocacy, privacy, and ethics are important considerations when it comes to

advanced web analytics.

Advocacy: Advanced web analytics tools can provide valuable insights into

customer behavior and help you make data-driven decisions. However, it's
important to use the data and insights responsibly and to advocate for your

customers' privacy and rights. This includes being transparent about the data you
collect, how you use it, and who you share it with.

Privacy: Advanced web analytics tools collect a large amount of data about
customer behavior, including personal information, such as their location, search

history, and purchase history. It's important to have a clear privacy policy in place
that explains how you use this data and who you share it with. You should also

ensure that you are compliant with relevant privacy laws and regulations, such as
the General Data Protection Regulation (GDPR) and the California Consumer

Privacy Act (CCPA).

Ethics: Advanced web analytics can provide powerful insights into customer
behavior, but it's important to use these insights ethically and in a way that is
 respectful to your customers. This includes avoiding discriminatory practices and

avoiding the manipulation of customer behavior for unethical purposes.

8.5 Summary

1. Advanced web analytics is a sophisticated approach to analyzing website and

online application data to gain deeper insights into user behavior and improve the

user experience.

2. Some of the key applications of advanced web analytics include conversion

optimization, customer segmentation, marketing attribution, and customer journey

analysis.

3. By leveraging data-driven insights, advanced web analytics enables organizations

to manage their online presence and digital marketing efforts more effectively.

4. From a business perspective, advanced web analytics can provide numerous

benefits and help organizations achieve their goals.

5. Lean Six Sigma is a process improvement methodology that combines the

principles of Lean manufacturing and Six Sigma.

6. By applying Lean Six Sigma to advanced web analytics, organizations can improve

the quality and accuracy of their data, and use that data to make informed decisions
about their online presence and digital marketing strategies.

7. The goal of advanced web analytics is to provide insights into how users interact

with digital properties, and how that behavior relates to business goals and
objectives.
UNIT – 9: SOCIAL MEDIA MARKETING

Names of Sub-unit: Introduction to Social Media - Social Media Strategy and

Planning - Social Media Channel Management - Social Media Management Tools -
Measurement & Reporting - Social Advertising.

Overview
Social media marketing is the activity of driving website traffic through social media

websites. Businesses today are governed by customers and their requirements.

People prefer to check recommendations and reviews over Google search results and

websites before purchasing a product. To get accurate information, we need to know

what people are saying about us. Engaging and influencing the masses requires

active participation in relevant communities. To manage your online reputation, you

need to use social media. Social media marketing is essential to target a wider

customer base and grow your business. Social media is a platform that allows you to
participate in social networks. We may share posts on various social media platforms

to increase awareness of our company. Today, it's a leading source of breaking news,
marketing, education, and entertainment. Since 2000, social media has blossomed to

the horizon and continues to expand without bounds. In addition to media sharing,
many other portals have been introduced that offer real-time updates. B. Twitter,

Tumblr, etc. In 2007, Facebook launched an advertising system. It's a powerful

marketing channel and a game changer for any business. Flexible communication on

both personal and business level. Business owners can use search media to improve
search rankings, leads, sales, and traffic. This helps reduce marketing costs. It's a cool

platform to connect with friends and loved ones outside of business. Done right,
social media marketing can benefit you in many ways.
Some of the most commonly used social media platforms are Facebook, Instagram,
LinkedIn, YouTube and Twitter.

Objectives In this Unit you will learn –

1. The fundamentals of social media

2. About the types of social media

3. The Key Performance Indicators of Digital Analytics

4. The social media management tools

5. The importance of measurement and reporting in social media

6. The Social Advertising

Learning Outcomes

At the end of this Unit you would -

 Be able to define ways to promote business using social media marketing.

Unit Pre-requisites

Good understanding of the fundamental concepts of marketing, social media

platforms.

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

https://buffer.com/library/social-media-marketing-plan/
https://www.constantcontact.com/blog/how-to-develop-a-social-media-strategy/

1. "Social Media Marketing: An Hour a Day" by Dave Evans, Wiley.

2. "Social Media Marketing All-in-One For Dummies" by Jan Zimmerman and

Shannon Belew.

3. "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah

Berger, Simon & Schuster.

 9.1 Introduction to Social Media

Social media has become an essential part of our daily lives, with billions of people
worldwide using platforms like Facebook, Twitter, Instagram, and LinkedIn. As a

result, social media has also become a crucial tool for businesses looking to reach
their target audience and build a strong online presence. This is known as social
media marketing.

9.1.1 What is social media marketing?

Social media marketing is the process of using social media platforms to promote a
product, service, or brand. The goal of social media marketing is to reach a large

audience, engage with potential and current customers, and ultimately drive sales
and grow a business. Social media marketing can take many forms, including
advertising, content creation, and influencer marketing.

9.1.2 Why is social media marketing important?

Social media marketing is important because it allows businesses to reach their

target audience where they are spending the most time online. With billions of
people using social media every day, businesses have a unique opportunity to

connect with their audience and build relationships. Additionally, social media
marketing can be an effective and cost-efficient way to advertise and reach a large
audience.

9.1.3 How to create a social media marketing strategy

To create an effective social media marketing strategy, you must first understand

your target audience and the platforms they use. This will allow you to create content
that resonates with your audience and reaches them where they are most active.

Next, set specific goals for your social media marketing efforts. For example, you may

want to increase brand awareness, drive traffic to your website, or generate leads.
Having clear goals will help you measure the success of your social media marketing
efforts.
Once you have a clear understanding of your target audience and goals, it's time to

create a content strategy. This should include a mix of posts, such as promotional
posts, educational content, and behind-the-scenes glimpses of your business.

Additionally, you should consider using paid advertising to reach a larger audience
and achieve your goals more quickly.

Finally, it's important to track and measure your results. This will allow you to adjust

your strategy as needed and continue to improve your social media marketing
efforts.

Social media marketing is an essential tool for businesses looking to reach their

target audience and build a strong online presence. By understanding your target
audience, setting specific goals, creating a content strategy, and tracking your results,

you can create a successful social media marketing campaign that drives results and
grows your business.

The top 10 social media apps are Facebook, YouTube, WhatsApp, Facebook
Messenger, Instagram, WeChat, TikTok, QQ, Douyin, and Sino Weibo. The six types of

social media, though this can be broken down in many ways, include social
networking, bookmarking, social news, media sharing, microblogging, and online
forum sites.

9.1.4 Why is Social Media Marketing Powerful

1. Reach: Social media platforms have billions of users, which means you have

the potential to reach a large and diverse audience. By using social media
marketing, you can target specific demographics, interests, behaviors, and
more, to ensure that your message reaches the right people.

2. Engagement: Social media platforms provide an opportunity for two-way

communication, which can help you build strong relationships with your

target audience. Through features like comments, direct messages, and

 shares, you can engage with your audience, understand their needs and
interests, and respond to their questions and feedback.

3. Cost-effective: Compared to traditional advertising methods, social media

marketing is relatively cost-effective. You can create and distribute content for

free, and you only need to invest in paid advertising if you choose to do so.
This makes social media marketing an accessible option for businesses of all
sizes.

4. Measurable: Social media platforms provide a wealth of data on your audience

and the impact of your marketing efforts. You can track metrics like reach,

engagement, conversions, and more, to understand what's working and

what's not, and adjust your strategy accordingly.

9.1.6 Purpose of Social Media Marketing

 Increase brand awareness

 Build engaged communities

 Sell products and services

 Measure brand sentiment

 Provide social customer service

 Advertise products and services to target audiences

 Track performance and adjust larger marketing strategies accordingly

 9.2 Social Media Strategy and Planning

Social media strategy and planning is the process of creating a roadmap for your

business's social media presence. It involves researching your target audience, setting
specific goals, determining which platforms to use, and creating a content plan. The

goal of social media strategy and planning is to ensure that your social media efforts
are aligned with your overall business goals and are effectively reaching your target
audience.

9.2.1 Why is social media strategy & planning important?

Social media strategy and planning is important because it allows you to focus your

efforts and resources on the platforms and tactics that will have the greatest impact
for your business. Without a clear strategy, you risk wasting time and resources on

ineffective efforts that do not help you reach your goals. Additionally, having a well-
planned social media strategy can help you build a stronger online presence,
increase brand awareness, and drive results for your business.

9.2.2 Steps to create a social media strategy & plan

1. Conduct a social media audit: Take a look at your current social media

presence and assess what's working and what's not. This will help you identify
areas for improvement and determine what needs to change in your strategy.

2. Define your target audience: Understand who your target audience is and

what they want from your business on social media. This will help you create
content that resonates with them and reaches them where they are most
active.

3. Set specific goals: Determine what you want to achieve with your social media
efforts. This can include increasing brand awareness, generating leads, or

driving sales. Having clear goals will help you measure the success of your
efforts.
 4. Choose the right platforms: Decide which platforms will be most effective for

reaching your target audience and achieving your goals. This may include
platforms like Facebook, Twitter, Instagram, and LinkedIn.

5. Create a content plan: Determine what type of content you will post and when

you will post it. This can include promotional posts, educational content, and
behind-the-scenes glimpses of your business.

6. Implement and track your plan: Put your plan into action and track your

results. This will allow you to adjust your strategy as needed and continue to
improve your social media efforts.

Social media strategy and planning is essential for businesses looking to achieve
success on social media. By conducting a social media audit, defining your target

audience, setting specific goals, choosing the right platforms, creating a content plan,
and tracking your results, you can create a successful social media strategy that
drives results and grows your business

9.2.1 Steps to create a social media strategy

1. Define your goals: Determine what you want to achieve with your social media

presence. This can include increasing brand awareness, generating leads, or

driving sales. Having clear goals will help you measure the success of your
efforts.

2. Conduct a social media audit: Analyze your current social media presence to
identify what's working and what needs improvement. This will help you

understand your strengths and weaknesses and determine where you need to
focus your efforts.

3. Define your target audience: Understand who your target audience is and
what they want from your business on social media. This will help you create
 content that resonates with them and reaches them where they are most
active.

4. Choose the right platforms: Decide which platforms will be most effective for
reaching your target audience and achieving your goals. This may include
platforms like Facebook, Twitter, Instagram, and LinkedIn.

5. Create a content plan: Determine what type of content you will post and when
you will post it. This can include promotional posts, educational content, and
behind-the-scenes glimpses of your business.

6. Determine your budget: Decide how much you want to spend on social media

advertising and promotions. This will help you determine what type of
campaigns you can run and what results you can expect.

7. Develop a posting schedule: Create a posting schedule that outlines when and

how often you will post on each platform. This will help you maintain a
consistent presence and avoid overloading your followers with too much
content.

8. Monitor and measure results: Regularly monitor the results of your social

media efforts. This will allow you to see what is working and what isn't and
make adjustments as needed.

9. Adjust and refine: As you monitor your results, make changes to your strategy

as needed. This will help you continuously improve your social media
presence and achieve better results.

9.2.2 Example Social Media Strategies

Example Social Media Strategies for Businesses

1. Content marketing strategy: This strategy focuses on creating and sharing

valuable, relevant, and consistent content to attract and retain a clearly
 defined target audience. The goal of this strategy is to establish your business
as a thought leader in your industry and build trust with your target audience.

2. Influencer marketing strategy: This strategy involves partnering with

influencers in your industry to reach a wider audience and promote your

products or services. This strategy is effective because influencers have a large

following of engaged and highly-targeted users.

3. Paid advertising strategy: This strategy involves using paid advertising options

on social media platforms such as Facebook, Instagram, and Twitter to reach a

wider audience and drive results for your business. This strategy can be highly

effective for businesses looking to increase brand awareness, generate leads,

and drive sales.

4. Customer engagement strategy: This strategy focuses on building

relationships with your target audience by actively engaging with them on

social media. This can include responding to comments, running contests and
promotions, and asking for feedback. The goal of this strategy is to create a
strong connection with your target audience and increase brand loyalty.

5. Live video strategy: This strategy involves using live video on platforms like
Facebook Live and Instagram Live to reach your target audience in real-time.

This strategy can be effective for businesses looking to build a personal

connection with their target audience and create a sense of exclusivity.

It is important to note that the best social media strategy for your business will
depend on your goals, target audience, and resources. By understanding these

factors and experimenting with different strategies, you can find the approach that
works best for your business and achieve success on social media.

9.2.3 Social Media Marketing Plan

Step 1: Determine which social media sites you will use.

Step 2: Fill out your profiles completely

Step 3: Find your marketing voice and tone

Step 4: Pick your posting strategy

Step 5: Analyze, test, and iterate

Step 6: Automate, Engage, and Listen

9.3 Social Media Channel Management

Once you have developed your social media strategy, it's time to start managing
your social media channels. Here are some key steps to follow:

1. Establish a posting schedule: Create a posting schedule that outlines when

and how often you will post on each platform. This will help you maintain a
consistent presence and avoid overloading your followers with too much
content.

2. Create high-quality content: Develop engaging, relevant, and high-quality

content that aligns with your social media strategy and appeals to your target
audience. This can include promotional posts, educational content, and
behind-the-scenes glimpses of your business.

3. Engage with your followers: Encourage interaction and engagement with your
followers by responding to comments, messages, and questions in a timely
manner. This will help build relationships and establish trust with your
audience.

4. Utilize social media advertising: Consider using social media advertising to

reach a larger audience and drive specific results. This can include promoted
posts, sponsored content, and targeted advertising campaigns.

5. Measure your results: Regularly monitor your social media channels to see
what is working and what isn't. Use analytics tools to track engagement, reach,
and conversions, and make adjustments as needed.

6. Adjust your strategy: As you monitor your results, make changes to your
strategy as needed. This will help you continuously improve your social media
presence and achieve better results.
9.3.1 Tips to manage the accounts in multiple social media channels

It has become imperative for business units to have their active presence on multiple
social media channels. The main purpose of managing multiple channels is to ensure
that their entire customer base is covered and also to render specific services
through some dedicated social media channels. Some accounts could be dedicated
to sales while others are used for customer service. Social media managers shuttling
between multiple accounts is a cumbersome task.

1. Schedule your content in advance: Use a scheduling tool to plan and schedule your
content in advance. This will help you maintain a consistent presence and avoid
overloading your followers with too much content.

2. Use a social media dashboard: Utilize a social media dashboard that allows
you to manage multiple social media channels from one place. This will make
it easier to post, monitor, and respond to interactions on all of your platforms.

3. Automate repetitive tasks: Automate repetitive tasks, such as welcome

messages and thank you responses, to save time and free up resources for
more important tasks.

4. Keep your content consistent: Make sure your content is consistent across all
of your platforms. This includes your tone, style, messaging, and branding.

5. Use visual content: Visual content, such as images and videos, can help your
content stand out and increase engagement. Consider using tools such as
Canva or Adobe Spark to create eye-catching graphics.

6. Monitor your analytics: Regularly monitor your analytics to see what is

working and what isn't. Use this information to make changes and optimize
your strategy for better results.

7. Collaborate with team members: Collaborate with team members to ensure

that everyone is on the same page and that there is a clear division of
responsibilities.

8. Stay organized: Keep all of your social media assets, such as images and
graphics, organized and easily accessible. This will make it easier to create and
post content quickly and efficiently.

Managing multiple social media channels requires a combination of organization,

automation, collaboration, and analytics. By following these tips, you can effectively
manage your social media channels and achieve your marketing goals.
9.3.2 Key indicators that recommend multiple social media accounts

There are several key indicators that suggest a business should have multiple social
media accounts.

1. Targeting multiple audiences: If your business serves multiple audiences or

demographics, it may be beneficial to have separate accounts for each one.
This will allow you to tailor your content and messaging to each specific
audience.

2. Different messaging for different platforms: Different social media platforms

have different user behaviours, audiences, and content styles. By having
separate accounts, you can tailor your messaging and content to each
platform and reach a wider audience.

3. Building brand awareness: Having a presence on multiple social media

platforms can help increase your brand visibility and reach a larger audience.

4. Different products or services: If your business offers multiple products or

services, it may be beneficial to have separate accounts for each one. This will
allow you to create targeted content and reach a specific audience for each
product or service.

5. Separating personal and professional content: If you use social media for both
personal and professional purposes, it may be a good idea to have separate
accounts for each. This will help keep your personal and professional lives
separate and ensure that your professional content is relevant to your
business.

6. Managing a large volume of content: If you produce a large volume of

content on a regular basis, having multiple social media accounts can help you
manage and organize your content effectively.

Dedicated Channel for Customer Service

Operating a dedicated account address support queries gives customers an easy

channel for complaints and sends a clear message that the business cares about
resolving their issues.

The business owns different portfolios for its products and services

Businesses use a common website for their entire product portfolio and operate
dedicated portfolios for each of their products and services. The same is extended in
the social media world too, where social media accounts across different platforms
are maintained for specific products and services of a company. Here, Customers can
then follow the account, which promotes only products or services that relate to their
industry rather than consume everything at once.

9.3.3 Advantages of managing multiple social media channels

1. Increased brand visibility: By having a presence on multiple social media

platforms, you increase your brand's visibility and reach a wider audience.

2. Targeted marketing: By tailoring your content and messaging to each specific

platform, you can reach a more targeted audience and increase engagement.

3. Better understanding of your audience: By having multiple social media

accounts, you can gain a better understanding of your audience and their
behaviour on each platform.

4. Increased opportunity for engagement: With a presence on multiple

platforms, you increase the opportunity for engagement with your followers.
This can lead to increased brand loyalty and a more positive brand image.

5. Improved SEO: Having a strong social media presence can improve your
website's search engine ranking and drive more traffic to your site.

6. Cost-effective marketing: By utilizing social media as a marketing tool, you can

reach a large audience without spending a lot of money on advertising.

7. Better time management: By using scheduling and automation tools,

managing multiple social media accounts can become more efficient and help
you save time.

8. Increased brand credibility: A strong and consistent social media presence can
increase your brand's credibility and help you establish trust with your
audience.

9.3.4 Disadvantages of managing multiple social media channels

Managing multiple social media channels requires careful planning and coordination
to avoid the potential disadvantages. By being mindful of these challenges, you can
take steps to minimize their impact and effectively manage your social media
presence.
 1. Time-consuming: Managing multiple social media accounts can be time-
consuming, especially if you're trying to create unique content for each
platform.

2. Resource-intensive: Allocating resources such as manpower, budget, and

technology can be a challenge when managing multiple social media
channels.

3. Difficulty in maintaining consistency: It can be difficult to maintain consistency

across multiple social media accounts, especially when it comes to branding
and messaging.

4. Lack of focus: With multiple accounts to manage, it can be easy to spread

yourself too thin and lose focus on what's most important.

5. Difficulty in measuring success: Measuring success across multiple social

media channels can be a challenge, as each platform has its own metrics and
analytics.

6. Potential for duplication of effort: If multiple team members are responsible

for different social media accounts, there is a risk of duplicating effort and
overlapping content.

7. Potential for confusion: If you have multiple accounts, it can be confusing for
followers to know which account to follow or interact with.

9.4 Social Media Management Tools

Social media management tools are software or platforms that help businesses
manage their social media presence. Here are some of the most popular social media
management tools available:

Hootsuite: Hootsuite is a comprehensive social media management platform that

allows businesses to schedule and publish content, track mentions and engagement,
and measure analytics across multiple social media accounts.

Sprout Social: Sprout Social is a social media management platform that offers a
variety of tools for scheduling, publishing, and analyzing social media performance.
Buffer: Buffer is a social media management tool that allows businesses to schedule
and publish content, track engagement, and analyze performance on multiple social
media platforms.

Agorapulse: Agorapulse is a social media management platform that offers features

for scheduling, publishing, and analyzing social media performance, as well as a suite
of tools for managing social media customer service and monitoring.

CoSchedule: CoSchedule is a social media management tool that integrates with

your content calendar to help you plan, organize, and publish your content across
multiple social media channels.

Later: Later is a social media management tool specifically designed for Instagram. It
offers features for scheduling and publishing content, analyzing performance, and
managing Instagram stories.

Hubspot: Hubspot is a comprehensive inbound marketing platform that includes a

suite of social media management tools, including scheduling and publishing,
engagement tracking, and analytics.

These are just a few examples of the many social media management tools available.
When choosing a tool, it's important to consider the specific needs of your business
and the features offered by each platform.

9.5 Measurement and Reporting in Social Media Marketing

Measurement and reporting are crucial components of a successful social media

marketing strategy. They allow businesses to track progress, measure success, and
make data-driven decisions about their social media efforts. Here are some key
metrics to consider when measuring and reporting on your social media marketing:

Reach: Reach refers to the number of people who see your content on social media.
You can measure reach by tracking the number of impressions your content receives.
Engagement: Engagement refers to the number of likes, comments, shares, and other
interactions that your content receives. This metric can give you an idea of how well
your content is resonating with your audience.

Traffic: Traffic refers to the number of visitors who click through from your social
media profiles to your website. Measuring traffic can help you determine the
effectiveness of your social media marketing in driving website traffic.

Conversion rate: Conversion rate refers to the percentage of visitors who take a
desired action, such as making a purchase or filling out a form. Measuring conversion
rate can help you determine the impact of your social media marketing on your
overall business goals.

Demographic data: Demographic data refers to information about your audience,

such as age, location, and gender. Measuring demographic data can help you
understand your audience better and tailor your content to their interests.

Sentiment analysis: Sentiment analysis involves using artificial intelligence or human

analysis to determine the sentiment of mentions or comments about your brand on
social media. Measuring sentiment can help you understand how your audience
perceives your brand and identify areas for improvement.

Return on investment (ROI): ROI measures the return on your investment in social
media marketing, comparing the cost of your efforts to the revenue generated.
Measuring ROI can help you determine the financial impact of your social media
marketing and make data-driven decisions about your budget.

Tracking and measuring the right metrics is key to the success of your social media
marketing efforts. By tracking these metrics and reporting on your progress, you can
make data-driven decisions and optimize your strategy for better results.

There are a variety of tools available to help you measure and report on your social
media marketing efforts. Here are some popular tools:
 1. Google Analytics: Google Analytics is a free web analytics service that allows
you to track website traffic, including traffic from social media. You can use
Google Analytics to track the number of visitors from social media, the pages
they visit, and their behavior on your site.
2. Hootsuite Insights: Hootsuite Insights is a social media analytics tool offered
as part of Hootsuite's social media management platform. It provides data
and insights on your social media presence, including reach, engagement, and
sentiment analysis.
3. Sprout Social Insights: Sprout Social Insights is a social media analytics tool
offered as part of Sprout Social's social media management platform. It
provides detailed data and insights on your social media presence, including
reach, engagement, and customer sentiment.
4. Buffer Analytics: Buffer Analytics is a social media analytics tool offered as part
of Buffer's social media management platform. It provides data and insights
on your social media presence, including reach, engagement, and audience
demographics.
5. Agorapulse Barometer: Agorapulse Barometer is a social media analytics tool
offered as part of Agorapulse's social media management platform. It
provides data and insights on your social media presence, including reach,
engagement, and sentiment analysis.
6. Iconosquare: Iconosquare is a social media analytics tool specifically for
Instagram. It provides data and insights on your Instagram presence, including
reach, engagement, and audience demographics.
7. Brand24: Brand24 is a social media monitoring tool that allows you to track
mentions of your brand across the web, including social media. It provides
data and insights on mentions, sentiment, and reach, and allows you to track
competitor mentions for comparison.

These are just a few examples of the many measurement and reporting tools
available for social media marketing. When choosing a tool, it's important to
consider the specific needs of your business and the metrics you want to track.

9.6 Social Advertising

Social advertising refers to the practice of using paid advertising on social media
platforms to reach and engage with target audiences. Social advertising can be a
powerful way to drive awareness, engagement, and conversions for your brand, as it
allows you to target specific demographics, interests, behaviors, and more.
Here are some popular social advertising channels and their features:

Facebook Ads: Facebook Ads is the advertising platform offered by Facebook. It

allows businesses to create and display ads to specific target audiences on Facebook
and its other platforms, including Instagram, Audience Network, and Facebook
Marketplace.

Instagram Ads: Instagram Ads is the advertising platform offered by Instagram. It

allows businesses to create and display ads to specific target audiences on
Instagram, including Stories and the Explore tab.

Twitter Ads: Twitter Ads is the advertising platform offered by Twitter. It allows
businesses to create and display ads to specific target audiences on Twitter, including
promoted tweets and promoted accounts.

LinkedIn Ads: LinkedIn Ads is the advertising platform offered by LinkedIn. It allows
businesses to create and display ads to specific target audiences on LinkedIn,
including sponsored content, sponsored InMail, and display ads.

Snapchat Ads: Snapchat Ads is the advertising platform offered by Snapchat. It allows
businesses to create and display ads to specific target audiences on Snapchat,
including sponsored lenses, filters, and ads on the Discover tab.

When planning your social advertising strategy, it's important to consider your target
audience, your budget, and the specific goals you want to achieve with your ads.
Social advertising can be an effective way to reach your target audience and drive
results, but it's important to develop a strategic plan and monitor your results to
optimize your efforts for maximum impact.

9.7 Summary

1. Social media has become an essential part of our daily lives.

2. Social media marketing is the process of using social media platforms to

promote a product, service, or brand

3. The six types of social media are social networking, bookmarking, social news,
media sharing, microblogging, and online forum sites.
4. A social media marketing strategy is a summary of everything you plan to do
and hope to achieve on social media.

5. Social media strategy and planning is essential for businesses looking to

achieve success on social media.

6. Once you have developed your social media strategy, it's time to start
managing your social media channels.

7. There are several key indicators that suggest a business should have multiple
social media accounts

8. Social media management tools are software or platforms that help

businesses manage their social media presence

9. Measurement and reporting are crucial components of a successful social

media marketing strategy.

10. Social advertising refers to the practice of using paid advertising on social
media platforms to reach and engage with target audiences.
 UNIT – 10: ADVANCED SOCIAL MEDIA MARKETING

Names of Sub-unit: Engaging the Customer & Building Advocacy - Building a

sustainable social media strategy - Converged social media – Content marketing
in the social media world - Visual social media - Understanding & activating
social sharing - Storytelling: an essential part of social narrative - Influencer
marketing & online reputation management - Social media selling - Social media
measurement.

Overview
Advanced social media marketing refers to the use of sophisticated strategies and

tactics to optimize social media marketing efforts. It goes beyond the basic posting
of content and encompasses a range of activities that help businesses achieve their

marketing goals.

Objectives In this Unit you will learn –

1. The need for managing social media marketing

2. Special software tools that support social media marketing

3. The importance of Story Telling in Social Media Marketing
4. The purpose of Content Marketing in the Social Media World.

Learning Outcomes

At the end of this Unit you would -

✓ Demonstrate Social Media Marketing Channels & Campaigns;

✓ Create & implement an effective Social Media Strategy.

 Unit Pre-requisites – Fundamentals of Social Media Marketing

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

1. "Digital Marketing Strategy: An Integrated Approach to Online Marketing" by

S.A. Kotler, S. Ramesh, and S.R. Lakshmikanth

2. "The Social Media Marketing Book" by Shashi Singh

3. "Social Media Marketing: A Strategic Approach" by Meenakshi Kumar and Kirti

Sethi
 10.1 Introduction to Advanced Social Media Marketing
Social Media Marketing is a form of digital marketing that involves promoting a

brand, product, or service on various social media platforms to reach a wider

audience and drive engagement and conversions.

Definition: Social media marketing refers to the use of social media platforms and

websites to promote a product or service. It involves creating and sharing content on

social media, as well as engaging with your audience and analyzing the results of

your efforts.

Evolution: Social media marketing has evolved dramatically since the early days of
platforms such as MySpace and Friendster. Today, social media marketing is a critical

component of any digital marketing strategy, with platforms such as Facebook,

Instagram, Twitter, LinkedIn, and YouTube providing businesses with a wealth of

opportunities to reach and engage with their target audience.

Benefits: Social media marketing offers a number of benefits to businesses, including

increased brand awareness, the ability to reach a wider audience, improved customer
engagement, and the ability to drive conversions and sales. Additionally, social media

marketing can help businesses build their reputation and establish themselves as
thought leaders in their industry.

Cautions: Despite the many benefits of social media marketing, it's important to

approach it with caution. This includes avoiding engaging in negative or

inappropriate behavior, such as spreading false information or engaging in online

arguments. Additionally, businesses must be careful to comply with social media

platform terms of service and relevant laws and regulations, such as the General Data

Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
 10. 2 Engaging the Customer and Building Advocacy

Engaging the customer and building advocacy through social media marketing is an
essential aspect of any successful social media marketing strategy. Here are some key

tips for engaging customers and building advocacy through social media marketing:

1. Listen and Respond: The first step in engaging customers is to listen to what
they are saying about your brand on social media. Respond to their questions,

comments, and concerns in a timely and respectful manner. This shows your
customers that you value their opinions and are dedicated to providing them

with a positive customer experience.

2. Create Shareable Content: Shareable content, such as interesting blog posts,

infographics, and videos, is a great way to engage customers and build

advocacy. Encourage customers to share your content with their own

followers, which can help to spread your brand's message and reach a wider

audience.

3. Run Contests and Giveaways: Contests and giveaways are a fun and effective

way to engage customers and build advocacy. Offer your followers the chance
to win a prize in exchange for liking, commenting, or sharing your content.
This can help to increase engagement and get your brand in front of a wider
audience.

4. Leverage Influencer Marketing: Influencer marketing involves partnering with

influential individuals on social media to promote your brand. Influencer

marketing can help to reach a wider audience and build advocacy by

leveraging the influence of others.

 5. Provide Excellent Customer Service: Provide excellent customer service on

social media by responding promptly to customer inquiries and addressing

any issues in a professional manner. This can help to build trust and establish

your brand as a customer-focused organization, which can lead to increased

advocacy.

6. Encourage User-Generated Content: Encourage customers to share their own

experiences and opinions about your brand by using relevant hashtags and
asking for their feedback. This can help to build advocacy and increase

engagement by allowing customers to participate in the conversation.

Steps for Engaging the Customer & Building Advocacy in Social Media Marketing:

1. Listen to your audience: Monitor social media channels for mentions of your

brand, as well as relevant keywords and hashtags. This allows you to respond
to customer inquiries, comments, and concerns in a timely manner.

2. Engage with your audience: Respond to comments and questions on social

media, and participate in conversations that are relevant to your brand.

Engaging with your audience on social media helps to build a relationship

with them and shows that you value their opinions.

3. Create shareable content: Share content on social media that is relevant,

valuable, and interesting to your audience. Encourage customers to share your

content with their own followers by using relevant hashtags and offering

incentives, such as contests or discounts.

4. Leverage influencer marketing: Partner with influencers on social media to

reach a wider audience and build advocacy. This can help to increase

engagement and reach a new audience that may not be familiar with your
brand.

5. Encourage user-generated content: Encourage customers to share their own

experiences and opinions about your brand by using relevant hashtags and
 asking for feedback. User-generated content can help to build advocacy and

increase engagement, as customers are more likely to trust the opinions of

their peers.

Benefits of Engaging the Customer & Building Advocacy in Social Media Marketing:

1. Increased brand awareness: Engaging with customers on social media can

help to increase brand awareness, as your content and interactions are

exposed to a wider audience.

2. Improved customer engagement: Engaging with customers on social media

can help to improve customer engagement, as customers are more likely to

return and interact with your brand in the future.

3. Increased brand loyalty: Building advocacy through social media marketing

can help to increase brand loyalty, as customers are more likely to trust and

recommend your brand to others.

4. Increased conversions: By building advocacy and engaging with customers on

social media, you can increase conversions by encouraging customers to take

action, such as making a purchase or signing up for a newsletter.

Precautions for Engaging the Customer & Building Advocacy in Social Media

Marketing:

1. Compliance with laws and regulations: It's important to ensure that your social
media marketing efforts comply with relevant laws and regulations, such as

the General Data Protection Regulation (GDPR) and the California Consumer
Privacy Act (CCPA).

2. Maintaining professionalism: When engaging with customers on social media,

it's important to maintain a professional demeanour and avoid engaging in

negative or inappropriate behavior.

 3. Monitoring for negative feedback: It's important to monitor social media

channels for negative feedback and respond promptly and professionally to

address any concerns.

Some Indian examples of Engaging the Customer & Building Advocacy in Social

Media Marketing are listed below.

1. Flipkart's "Big Billion Days" campaign: Flipkart, an Indian e-commerce giant,

encouraged customers to share their shopping experiences during the "Big

Billion Days" sale. The campaign generated a lot of buzz on social media and
helped build advocacy for the brand.

2. Myntra's "End of Reason Sale" campaign: Myntra, an Indian fashion and

lifestyle e-commerce platform, encouraged customers to share their shopping

experiences during the "End of Reason Sale." The campaign helped build
advocacy for the brand and increased engagement on social media.

3. Amul's "Utterly Butterly Delicious" campaign: Amul, an Indian dairy brand, has
been using social media to engage with customers and build advocacy for the

brand. The brand regularly shares content and encourages customers to share
their experiences with Amul products.

4. Snapdeal's "Unbox Zindagi" campaign: Snapdeal, an Indian e-commerce

platform, encouraged customers to share their shopping experiences during

the "Unbox Zindagi" campaign. The campaign helped build advocacy for the
brand and increased engagement on social media.
 5. MakeMyTrip's "Holiday Mood" campaign: MakeMyTrip, an Indian travel and

tourism company, encouraged customers to share their travel experiences

during the "Holiday Mood" campaign. The campaign helped build advocacy

for the brand and increased engagement on social media

10. 3 Building a Sustainable Social Media Strategy

Building a sustainable social media strategy is crucial for businesses to effectively

engage with their target audience and achieve their marketing goals. A sustainable

social media strategy is a long-term plan that outlines how a business will use social
media to achieve its marketing goals. The strategy takes into account the target

audience, the brand's goals, and the resources available to execute the plan.

Purpose: The purpose of building a sustainable social media strategy is to create a

plan that will effectively engage with the target audience and achieve the marketing
goals. A well-executed social media strategy can help businesses increase brand

awareness, drive traffic to their website, and build customer loyalty.

Benefits: The benefits of building a sustainable social media strategy include:

• Increased brand awareness

• Increased engagement with target audience

• Better understanding of target audience and their needs

• Improved customer satisfaction

• Increased website traffic

• Improved search engine optimization (SEO)

Cautions: When building a sustainable social media strategy, it is important to

consider the following cautions:

• Privacy and data protection: Ensure that the social media strategy complies
with privacy and data protection regulations.
 • Consistency: Ensure that the social media strategy is consistent with the

brand's overall marketing strategy and messaging.

• Resources: Make sure that the resources required to execute the social media
strategy are available, including personnel, time, and budget.

Implementation steps: To implement a sustainable social media strategy, follow these

steps:

1. Define goals: Define the goals of the social media strategy and how they align

with the overall marketing strategy.

2. Research target audience: Research the target audience to understand their

needs and preferences.

3. Choose platforms: Choose the social media platforms that are most relevant

to the target audience.

4. Create content: Develop a content strategy that will effectively engage with

the target audience and achieve the goals of the social media strategy.

5. Measure success: Use analytics and metrics to measure the success of the
social media strategy and make adjustments as needed.

By building a sustainable social media strategy, businesses can effectively engage

with their target audience and achieve their marketing goals. The key to success is to

research the target audience, choose the right platforms, create engaging content,
and measure the success of the strategy.

10.4 Converged Social Media

Converged social media refers to the integration of different social media platforms
and tools into a single, unified strategy. This approach aims to create a seamless
experience for customers across all channels, as well as streamline the management

of social media for businesses.

Purpose: The purpose of converged social media is to provide a more cohesive and
consistent experience for customers across different social media platforms, as well

as simplify the management of social media for businesses. By converging their

social media strategy, businesses can ensure that their messaging and content are

consistent across all channels, which can help build brand loyalty and improve the
overall customer experience.

Procedure: The procedure for implementing a converged social media strategy

includes the following steps:

1. Define goals: Clearly define the goals of the converged social media strategy,

such as increased engagement with customers, increased brand awareness, or

improved customer loyalty.

2. Research target audience: Research the target audience to understand their

needs and preferences, as well as the social media platforms they use most.

3. Choose platforms: Choose the social media platforms that are most relevant

to the target audience and align with the goals of the converged social media
strategy.

4. Create content: Develop a content strategy that will effectively engage with
the target audience and achieve the goals of the converged social media
strategy.

5. Measure success: Use analytics and metrics to measure the success of the

converged social media strategy and make adjustments as needed.

Examples: Here are a few examples of companies that have implemented successful

converged social media strategies:

 • Starbucks: Starbucks uses a converged social media strategy to engage with

customers across multiple platforms, including Facebook, Twitter, and

Instagram.

• Coca-Cola: Coca-Cola has a converged social media strategy that focuses on

creating content that is relevant to its target audience and aligned with its
brand values. The brand uses social media to showcase its products and share

inspiring stories.

Plug-ins: There are many plug-ins and tools available to help businesses implement a
converged social media strategy, including:

• Hootsuite: A social media management tool that allows businesses to manage

multiple social media platforms from a single dashboard.

• Sprout Social: A social media management tool that provides analytics,

scheduling, and reporting features to help businesses measure the success of

their social media strategy.

• Buffer: A social media management tool that helps businesses schedule and

publish content across multiple social media platforms.

By converging their social media strategy, businesses can create a more cohesive and

consistent experience for customers across different platforms, while also simplifying
the management of social media. The key to success is to research the target
audience, choose the right platforms, create engaging content, and measure the
success of the strategy.

10.5 Content Marketing in the Social Media World

Content marketing in the social media world refers to the creation and distribution of
valuable, relevant, and engaging content on social media platforms with the aim of
attracting, retaining, and ultimately, converting a target audience into customers.
Purpose: The purpose of content marketing in the social media world is to build

relationships with customers and prospects by providing valuable and relevant

information that aligns with their interests and needs. This helps establish a brand as

a thought leader in its industry, as well as drive engagement and conversions.

Who it's done for: Content marketing in the social media world can be done for
businesses of all sizes and industries. The target audience for this type of marketing

can be existing customers, potential customers, or simply individuals who are

interested in the brand's products or services.

Steps: The steps for implementing a successful content marketing strategy in the

social media world include:

1. Define your target audience: Clearly define the target audience for the content

marketing strategy, including their interests, needs, and behaviors.

2. Research and understand your target audience: Conduct research to better

understand the target audience, including their pain points, challenges, and

what they are searching for online.

3. Choose the right social media platforms: Choose the social media platforms

that are most relevant to the target audience, such as Facebook, Twitter, or
LinkedIn.

4. Create a content strategy: Develop a content strategy that aligns with the
goals of the content marketing campaign and the interests of the target
audience.

5. Create and distribute content: Create and distribute high-quality, relevant, and

engaging content on social media, including articles, blog posts, infographics,

and videos.

6. Measure and adjust: Use analytics and metrics to measure the success of the
content marketing strategy and make adjustments as needed.
Examples: Some examples of companies that have successfully implemented content

marketing in the social media world include:

• Hubspot: Hubspot is a leading provider of inbound marketing software, and it

uses content marketing to attract, retain, and convert prospects into

customers.

• Red Bull: Red Bull is a leading energy drink company that uses content
marketing to engage with customers and build brand awareness. The

company creates and distributes high-quality content on social media,

including videos, photos, and articles.

Legal Issues: There are several legal issues that businesses should be aware of when
implementing a content marketing strategy in the social media world, including:

• Copyright laws: It's important to ensure that all content created and

distributed on social media is original and does not infringe on any

copyrights.

• Trademark laws: Businesses should ensure that their content does not infringe

on any trademarks or violate any trademark laws.

• Privacy laws: Businesses should ensure that their content marketing strategy

complies with privacy laws and does not violate any individual's privacy rights.

10.6 Visual Social Media

Visual social media refers to the use of images and videos to communicate on social

media platforms. It involves using eye-catching and engaging visual content to grab
the attention of social media users and convey a message or brand story.

Origin: Visual social media has its roots in the early days of social media, when

platforms such as Instagram and Pinterest were first introduced. With the rise of
smartphone usage and the availability of powerful photo and video editing tools, the

use of visual content in social media has become increasingly prevalent.

Purpose: The purpose of visual social media is to create a memorable and engaging
experience for users and communicate a message or brand story in a way that is

easily digestible and shareable. Visual content has been proven to be more engaging
than text-based content and is more likely to be shared on social media.

Benefits: There are many benefits of using visual social media, including:

• Increased engagement: Visual content is more likely to be shared and

engaged with on social media, leading to increased exposure and reach.

• Increased brand recognition: Using consistent and recognizable visual content

can help increase brand recognition and build a strong visual identity.

• Increased website traffic: Including visual content in social media posts can
drive traffic to a company's website and increase conversions.

Limitations: Despite its many benefits, there are also limitations to using visual social
media, including:

• Resource-intensive: Creating high-quality visual content can be resource-

intensive, requiring time, skills, and tools.

• Limited audience reach: Visual content may not be accessible to all users,

especially those with visual impairments.

Examples: Some examples of companies that have successfully leveraged visual social
media include:

• National Geographic: National Geographic uses visual social media to

showcase its stunning photography and share stories from around the world.

• Airbnb: Airbnb uses visual social media to showcase its unique and beautiful
listings, helping to build trust and encourage bookings.
Special Plugins: There are many special plugins and tools available to help businesses

use visual social media more effectively, including:

• Canva: Canva is a graphic design tool that makes it easy to create eye-
catching and engaging visual content for social media.

• Adobe Spark: Adobe Spark is a suite of tools that allows businesses to create

and share visual content, including social media graphics, web pages, and
videos.

• Later: Later is a social media scheduling tool that helps businesses plan,
schedule, and publish visual content on social media.

10.7 Understanding and Activating Social Sharing

Social sharing refers to the act of sharing content, such as articles, images, videos,
and other media, on social media platforms. Social sharing is an important

component of social media marketing as it can help increase the reach and visibility
of a brand's content and build brand awareness and loyalty.

Understanding Social Sharing: Social sharing is driven by two main factors: the
quality of the content and the audience's motivation to share it. To increase the
chances of social sharing, businesses should focus on creating high-quality and

engaging content that resonates with their target audience and provides value.

Activating Social Sharing: To activate social sharing, businesses can follow these

steps:

1. Make it easy to share: Include social sharing buttons on all content, making it
easy for users to share your content with their network.

2. Encourage sharing: Encourage users to share your content by asking them to

share it directly or by including a call-to-action in your content.

 3. Provide valuable content: Focus on creating high-quality and engaging

content that provides value to your target audience.

4. Engage with your audience: Respond to comments, answer questions, and

engage with your followers on social media. This can help build a loyal

following and increase the chances of social sharing.

5. Use hashtags: Include relevant hashtags in your posts to increase

discoverability and reach.

Benefits of Social Sharing: The benefits of social sharing include:

• Increased reach: Social sharing can help increase the reach of a brand's
content, exposing it to a wider audience.

• Increased engagement: Engaging with your audience on social media can help

build brand loyalty and encourage social sharing.

• Increased website traffic: Social sharing can drive traffic to a brand's website,

increasing visibility and conversions.

Cautions: Despite its many benefits, there are also cautions to consider when
activating social sharing, including:

• Maintaining control over brand messaging: It's important to maintain control

over the messaging and tone of your brand when activating social sharing.

• Ensuring quality control: Sharing poor-quality or inappropriate content can

damage a brand's reputation and credibility.

Examples: Some examples of companies that have successfully leveraged social

sharing in their social media marketing strategies include:

• Dropbox: Dropbox encourages users to share their files and folders by

offering referral bonuses and incentives.
 • Airbnb: Airbnb encourages users to share their travel experiences by offering

referral bonuses and incentives.

• Buffer: Buffer makes it easy for users to share their content by including social
sharing buttons on all content.

10.8 Story telling: An essential part of social narrative

Storytelling is a crucial aspect of social media marketing, as it helps brands engage

with their audience, build emotional connections, and drive action. The art of

storytelling has been around for centuries, and it continues to be an effective way to
communicate messages and ideas in the digital age.

Description: Storytelling involves creating a narrative that connects with the

audience, conveys a message or idea, and inspires action. In social media marketing,

storytelling can be used to educate, entertain, or emotionally connect with the

audience.

Components of Storytelling: The components of storytelling include:

• Characters: The people or entities that are central to the story.

• Setting: The time and place where the story takes place.

• Plot: The series of events that make up the story.

• Conflict: The problem or challenge that the characters face in the story.

• Resolution: How the conflict is resolved and what the outcome is.

Purpose: The purpose of storytelling in social media marketing is to build a

relationship with the audience, create a memorable experience, and drive action. By
telling stories, brands can connect with their audience on an emotional level, build
brand awareness and loyalty, and drive conversions.
Procedure: To effectively tell stories in social media marketing, follow these steps:

1. Define your target audience: Understanding your target audience is essential

to creating a story that resonates with them.

2. Identify your story: Determine the story you want to tell and what message
you want to convey.

3. Choose the right format: Consider the format that best fits your story and your
target audience, such as videos, images, or written content.

4. Create a compelling narrative: Use the components of storytelling to create a

narrative that engages and inspires your audience.

5. Share your story: Share your story on social media and other relevant
platforms to reach your target audience.

Software Tools: There are many software tools available to help brands tell their
stories, including:

• Canva: A graphic design platform that makes it easy to create visuals for social

media.

• Animoto: A video creation tool that allows brands to create engaging and

professional-looking videos.

• Hootsuite: A social media management platform that makes it easy to

schedule and publish content on multiple platforms.

Examples: Some examples of brands that have successfully used storytelling in their

social media marketing include:

• Nike: Nike has used storytelling in its marketing campaigns to inspire and

motivate athletes and non-athletes alike.

• Coca-Cola: Coca-Cola has used storytelling in its advertising campaigns to

connect with consumers on an emotional level and build brand loyalty.
 • Flipkart: Flipkart, India's leading e-commerce platform, has used storytelling in

its advertising campaigns to showcase the convenience and variety of

products available on its platform.

• Tata Motors: Tata Motors, India's largest automobile manufacturer, has used

storytelling in its marketing campaigns to showcase the unique and innovative

features of its vehicles.

• Amul: Amul, India's leading dairy brand, has used storytelling in its advertising

campaigns to showcase the quality and affordability of its products.

Legal Aspects of Storytelling in Social Media Marketing:

Storytelling in social media marketing is subject to certain legal considerations, such

as:

• Copyright: Brands must ensure that they have the necessary rights to use any
content, including images and music, in their stories.

• Trademark: Brands must ensure that their stories do not infringe on any
trademarks or intellectual property rights.

• Misrepresentation: Brands must ensure that their stories are truthful and not
misleading, as false or misleading advertising is prohibited by law.

• Privacy: Brands must ensure that their stories do not violate the privacy rights

of individuals, such as using their personal information without their consent.

It is important for brands to be aware of these legal considerations and to seek legal
advice if necessary to ensure that their storytelling efforts are compliant with the law.

10. 9 Influencer marketing and online reputation management

Influencer marketing is a type of marketing that involves partnering with key

individuals in a particular niche or industry to promote a brand, product, or service.
Online reputation management refers to the process of monitoring and controlling

the online presence of a brand or individual.

Purpose: The purpose of influencer marketing is to reach a large and targeted

audience through the endorsement of a trusted and credible individual, while the

purpose of online reputation management is to maintain and enhance a brand's

online reputation and protect it from any negative impact.

Process: The process of influencer marketing involves identifying suitable influencers,

negotiating terms and conditions, creating content, and measuring the results. The
process of online reputation management involves monitoring and tracking online

mentions, responding to negative comments and reviews, and proactively promoting

positive content.

Benefits: The benefits of influencer marketing include increased brand awareness,

improved brand image, and increased sales. The benefits of online reputation

management include improved brand image, increased customer trust, and

protection from negative publicity.

Precautions: It is important to ensure that the influencer chosen is a good fit for the

brand, and that their followers are relevant to the target audience. In addition, it is
important to ensure that the influencer is transparent about any sponsored content,

in accordance with advertising and endorsement guidelines. When it comes to online

reputation management, it is important to be proactive in addressing negative

comments and reviews, and to avoid engaging in unethical or manipulative practices.

Legal Issues: Influencer marketing is subject to advertising and endorsement

guidelines, which require that influencers disclose sponsored content and that the
content is not misleading or deceptive. Online reputation management is subject to

privacy laws, which prohibit the collection and use of personal information without
consent, and to defamation laws, which prohibit the publication of false or harmful
information.
Indian Examples: In India, many brands have successfully implemented influencer

marketing campaigns, including Flipkart, Myntra, and Jabong. Some Indian

companies have also used online reputation management techniques to enhance

their online presence, including Tata Motors, Flipkart, and Amul.

Software Plug-ins for Localization of Content: There are several software tools and
plug-ins available that can be used to localize influencer marketing and online

reputation management efforts. These tools can help to identify and target
influencers in specific geographic locations, monitor online mentions and reviews,

and manage online reputation. Examples of such tools include Hootsuite, Sprout
Social, and Brand24.

10. 10 Social Media Selling

Social Media Selling refers to the process of using social media platforms to sell
products or services directly to customers. This approach leverages the large and

engaged audience on social media to drive sales and increase revenue.

Steps in Social Media Selling:

1. Identifying your target audience: The first step in social media selling is to

identify your target audience and understand their needs, preferences, and
purchasing behaviors.

2. Choosing the right platform: Select the social media platform that is most

popular among your target audience, and where they are most likely to
engage with your brand.

3. Building a strong online presence: Create a strong and engaging social media
presence, including a comprehensive profile, high-quality content, and

engaging visuals.
 4. Creating a sales-focused strategy: Develop a social media selling strategy that

focuses on building relationships, promoting products, and driving sales.

5. Engaging with your audience: Engage with your target audience by

responding to their questions and comments, and promoting your products in

a way that is relevant to their interests.

6. Measuring and refining your approach: Continuously measure and refine your
social media selling approach, using metrics such as sales, engagement, and

conversion rates, to identify areas for improvement.

Benefits of Social Media Selling:

1. Increased visibility and reach: Social media selling allows businesses to reach a

large and engaged audience, which can result in increased visibility and reach
for their products and services.

2. Improved customer engagement: By engaging with customers on social

media, businesses can build stronger relationships and increase customer

engagement, which can lead to increased sales and loyalty.

3. Increased sales: By using social media platforms to directly sell products,

businesses can bypass traditional retail channels and increase sales.

Cautions:

1. Compliance with laws and regulations: It is important to comply with all

relevant laws and regulations when selling on social media, including data

privacy laws, consumer protection laws, and advertising laws.

2. Protecting customer data: When selling on social media, it is important to

protect customer data and ensure that it is collected and stored securely.

3. Maintaining brand reputation: Selling on social media can be a double-edged

sword, as it can both increase sales and damage a brand's reputation.

 Therefore, it is important to maintain a strong and positive brand reputation

on social media.

Examples:

1. Amazon: Amazon uses social media platforms, such as Instagram and

Facebook, to promote its products and drive sales.

2. Shopify: Shopify provides an e-commerce platform that allows businesses to

sell products directly on social media platforms, including Facebook and

Instagram.

3. H&M: H&M uses social media platforms to promote its products and drive
sales, using a combination of visually engaging content and targeted

promotions.

10.11 Social Media Measurement

Social media measurement refers to the process of quantifying, analyzing, and

interpreting data related to social media activity, interactions, and performance. It

helps organizations understand the impact of their social media efforts and make
data-driven decisions to improve their strategies.

Purpose: The purpose of social media measurement is to provide organizations with

a comprehensive understanding of their social media performance and ROI. This

information can be used to guide decision-making and measure the effectiveness of

social media initiatives, campaigns, and content.

Benefits:

• Improved understanding of audience engagement: Social media measurement

can provide insight into the types of content and topics that engage your

target audience, allowing you to create more effective campaigns.

 • Better ROI tracking: By tracking the performance of your social media

initiatives, you can assess the return on investment and make data-driven
decisions about future investments in social media marketing.

• Improved decision-making: Social media measurement provides valuable data

that can be used to inform decision-making, helping you optimize your social
media strategies to achieve your goals.

• Increased transparency and accountability: By regularly measuring and

reporting on social media performance, organizations can demonstrate the

impact of their social media efforts to stakeholders and ensure accountability.

Process: The social media measurement process typically involves the following
steps:

1. Setting goals and objectives: Define the objectives you want to achieve

through your social media efforts and what you hope to measure.

2. Selecting metrics: Choose metrics that align with your goals and objectives
and that provide a comprehensive picture of your social media performance.

3. Data collection: Collect data from various sources, including social media
platforms, web analytics tools, and customer feedback.

4. Data analysis: Analyze the data to identify trends, patterns, and insights that

can inform decision-making.

5. Reporting: Create reports that communicate the results of your social media

measurement efforts and highlight the impact of your social media strategies.

6. Continuous improvement: Use the data and insights gathered through social
media measurement to continually improve your social media strategies and

achieve better results over time.

Reporting tools: There are many tools available to help organizations measure and
report on social media performance, including:
 • Google Analytics

• Hootsuite Insights

• Sprout Social

• Buffer Analytics

• Socialbakers

• Simply Measured

• Adobe Social

These tools provide organizations with the ability to track a wide range of metrics,
including engagement, reach, followers, conversions, and more. They also offer
features such as data visualization, reporting, and insights that can help

organizations make data-driven decisions

10.12 Summary

1. Advanced social media marketing refers to the use of sophisticated strategies and

tactics to optimize social media marketing efforts.

2. Social media marketing refers to the use of social media platforms and websites to
promote a product or service.

3. Engaging the customer and building advocacy through social media marketing is
an essential aspect of any successful social media marketing strategy.

4. Building a sustainable social media strategy is crucial for businesses to effectively

engage with their target audience and achieve their marketing goals.

5. Converged social media refers to the integration of different social media

platforms and tools into a single, unified strategy.
6. The purpose of content marketing in the social media world is to build

relationships with customers and prospects by providing valuable and relevant

information that aligns with their interests and needs.

7. Visual social media refers to the use of images and videos to communicate on

social media platforms.

8. Social sharing refers to the act of sharing content, such as articles, images, videos,
and other media, on social media platforms.

9. Storytelling is a crucial aspect of social media marketing, as it helps brands engage

with their audience, build emotional connections, and drive action.

10. Influencer marketing is a type of marketing that involves partnering with key

individuals in a particular niche or industry to promote a brand, product, or service.

11. Online reputation management refers to the process of monitoring and

controlling the online presence of a brand or individual.

12. Social Media Selling refers to the process of using social media platforms to sell
products or services directly to customers.

13. Social media measurement refers to the process of quantifying, analyzing, and
interpreting data related to social media activity, interactions, and performance.
UNIT – 11: ARTIFICIAL INTELLIGENCE – THE FUNDAMENTALS

Names of Sub-unit: Artificial Intelligence: The fundamentals - Decoding Artificial

Intelligence - Fundamentals of Machine Learning & Deep Learning - Machine
Learning Workflow - Performance metrics

Overview

Artificial Intelligence (AI) refers to the simulation of human intelligence in machines

that are designed to think and act like humans. These systems can perform tasks that

typically require human intelligence, such as visual perception, speech recognition,

decision-making, and language translation.

There are different types of AI, ranging from simple rule-based systems to more

complex systems that can learn from experience. Some of the key subfields of AI
include:

1. Machine Learning: This involves the use of algorithms to enable systems to

learn from data and improve their performance on a task over time.

2. Natural Language Processing (NLP): This subfield of AI focuses on enabling

machines to understand and generate human language.

3. Computer Vision: This area of AI deals with enabling computers to interpret

and understand visual information, such as images and videos.

4. Robotics: This field of AI involves the development of robots that can perform
tasks autonomously or with limited guidance.

AI has the potential to transform a wide range of industries and applications,

including healthcare, finance, transportation, and manufacturing. However, it also

raises significant ethical and societal concerns, such as job displacement, privacy, and

potential misuse of AI systems.

Deep learning is a subfield of machine learning that utilizes artificial neural networks

to model complex patterns in data. These networks are designed to mimic the
structure and function of the human brain, allowing them to learn from large

amounts of data and make predictions about new data. Deep learning is particularly
well suited for tasks such as image and speech recognition, natural language

processing, and predictive analytics. It has been at the forefront of many recent
breakthroughs in AI, including self-driving cars and virtual personal assistants. By

leveraging the vast amounts of data available today, deep learning is helping to
create new and innovative AI applications that are transforming industries and

changing the world.

Objectives In this Unit you will learn –

1. The fundamentals of Artificial Intelligence, Machine Learning and Deep

Learning

2. The General Applications of AI, ML and DL.

3. The Applications of AI, ML & DL in Digital Marketing & Data Analytics.

4. Common AI< ML & DL Software Tools for Digital Marketing and Data
Analytics.

Learning Outcomes

At the end of this Unit you would -

✓ Be able to analyze and examine the meaning, purpose, scopes, stages,

applications & effects of Artificial Intelligence.

Unit Pre-requisites - NIL

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

1. "Artificial Intelligence for Marketing: Practical Applications" by Amir Man

Mamduhi.

2. "Machine Learning for Dummies" by John Paul Mueller and Luca Massaron.

3. "Deep Learning for Digital Marketing" by Mike Duening and Alex Castrounis.

https://www.kdnuggets.com/

https://venturebeat.com/category/artificial-intelligence/

https://marketingaiinstitute.com/

https://www.analyticsvidhya.com/
 11.1 The Fundamentals of Artificial Intelligence and Deep Learning

11.1.1 Evolution of Artificial Intelligence

AI has a long history, with roots in classical philosophy and early computer science
research. Over the past few decades, AI has seen a resurgence of interest and rapid

progress due to advances in computer hardware, algorithms, and data availability.

11.1.2 Components of Artificial Intelligence

The components of AI systems can be broadly categorized into the following areas:

1. Algorithms: The algorithms used in AI include mathematical models, such as

decision trees and neural networks that can learn from data.

2. Data: AI systems need large amounts of data to train on, and this data must

be labelled and structured in a way that is suitable for the AI algorithms.

3. Hardware: AI systems often require specialized hardware, such as GPUs, to

process the large amounts of data and perform complex computations.

11.1.3 Fundamental concepts of Artificial Intelligence:

1. Intelligent Agents: An intelligent agent is a system that perceives its

environment and takes actions that maximize its chances of success.

2. Problem Solving: AI systems are designed to solve problems by searching

through large spaces of possible solutions and selecting the best one based
on some criteria.

3. Knowledge Representation: AI systems use a set of representations to encode

knowledge about the world and to make inferences about new situations.

4. Learning: AI systems can learn from experience and improve their

performance over time. There are several types of learning, including

supervised, unsupervised, and reinforcement learning.
 5. Natural Language Processing: AI systems can understand and generate human

language, allowing them to communicate with people in a more natural way.

11.1.4 Evolution of Artificial Intelligence

AI has a long history, with roots in classical philosophy and early computer science
research. Over the past few decades, AI has seen a resurgence of interest and rapid

progress due to advances in computer hardware, algorithms, and data availability.

11.1.5 Importance of Artificial Intelligence

1. Improved Decision Making: AI systems can help people make better decisions

by analyzing large amounts of data and presenting relevant information.

2. Increased Efficiency: AI systems can automate many tasks that are currently
performed by humans, freeing up time and resources for other activities.

3. New Opportunities: AI is creating new opportunities in areas such as

healthcare, finance, and education by enabling new applications and services.

11.1.6 Limitations of Artificial Intelligence

1. Bias and Discrimination: AI systems can perpetuate and amplify existing biases

in society, leading to unfair and potentially harmful outcomes.

2. Lack of Common Sense: AI systems often lack the common sense and intuition

that humans take for granted, leading to errors and unexpected results.

3. Privacy Concerns: AI systems can collect and process large amounts of

personal data, raising concerns about privacy and security.

11.1.7 Applications of Artificial Intelligence

1. Healthcare: AI is being used to improve patient outcomes and reduce costs by

automating tasks, such as diagnosis and treatment planning, and by analyzing

large amounts of patient data.

2. Finance: AI is being used in finance to detect fraud, improve investment

decision-making, and automate trading and portfolio management.

3. Transportation: AI is being used to improve safety and efficiency in

transportation by enabling autonomous vehicles and optimizing traffic flow.

4. Manufacturing: AI is being used to improve manufacturing efficiency and

quality by automating tasks and monitoring production processes.

5. Education: AI is being used to personalize learning and provide students with

individualized feedback and recommendations.

11.1.8 Role of AI in Digital Marketing and Data Analytics

The role of Artificial Intelligence (AI) in digital marketing and data analytics is
growing rapidly as more businesses seek to leverage the power of AI to gain

insights and make better decisions.

1. Digital Marketing: AI is being used in digital marketing to improve target

audience analysis, personalize content, and optimize advertising campaigns.

For example, AI can analyze customer data to identify patterns and

preferences, allowing marketers to create more effective and personalized

campaigns. Additionally, AI-powered tools can automate tasks such as ad

placement and bidding, freeing up time and resources for other activities.

2. Data Analysis: AI is being used in data analysis to process large amounts of

data and extract insights that would be difficult or impossible for humans to

uncover. For example, AI can be used to analyze customer behavior, website

traffic, and sales data to identify trends and patterns, which can inform

marketing and business strategy. Additionally, AI-powered tools can automate

data preparation and visualization, making it easier for businesses to access

and understand their data.

AI is providing digital marketers and data analysts with powerful new tools to

analyze and make sense of large amounts of data, which is enabling them to
make more informed decisions and achieve better outcomes. However, it is

important to note that AI is not a silver bullet, and it should be used in

conjunction with human judgment and expertise to ensure that the insights and

decisions generated by AI systems are valid and accurate.

Here are some simple examples of how Artificial Intelligence (AI) is being used in
digital marketing and data analytics:

1. Digital Marketing:

• Personalized Content Recommendations: AI algorithms can analyze

customer data, such as browsing history and purchase history, to make

personalized content recommendations. For example, a retail website

may use AI to recommend products to customers based on their

previous purchases and browsing behavior.

• Chatbots: AI-powered chatbots can provide instant customer support

and answer customer queries through messaging platforms. This allows

businesses to respond to customer needs and inquiries quickly and

efficiently.

• Ad Optimization: AI algorithms can analyze data from advertising

campaigns and optimize ad placement and targeting to achieve better

results. For example, an AI system may adjust bids on keywords or

adjust targeting to reach a specific audience based on performance

data.

2. Data Analytics:

• Predictive Analytics: AI algorithms can analyze data and make

predictions about future outcomes. For example, a business may use AI
 to predict customer behavior and make recommendations for targeted

marketing campaigns.

• Customer Segmentation: AI algorithms can analyze customer data to

identify patterns and group customers into segments based on

common characteristics. This can inform marketing and business

strategy by allowing businesses to tailor their offerings and marketing

efforts to specific customer segments.

• Fraud Detection: AI algorithms can analyze transaction data to detect

fraud and prevent financial losses. For example, an AI system may flag

suspicious transactions based on patterns of behavior and flag them for

manual review.

These are just a few examples of how AI is being used in digital marketing and
data analytics, and the applications of AI in these fields are constantly evolving.

However, it is important to note that while AI can provide valuable insights and
automate many tasks, it should be used in conjunction with human judgment and

expertise to ensure that the insights and decisions generated by AI systems are
valid and accurate.

11.1.9 Deep Learning Fundamentals

Deep learning is a subfield of machine learning that utilizes artificial neural

networks to model complex patterns in data. It is inspired by the structure and

function of the human brain and works by training multi-layer neural networks on
large amounts of data. The neural networks learn to identify patterns in the data

and make predictions about new data.

11.1.10 Components of Deep Learning

1. Artificial Neural Networks: The core component of deep learning is an artificial

neural network, which is a mathematical model designed to mimic the
structure and function of the human brain.
2. Layers: Neural networks are composed of multiple layers of interconnected

nodes, each of which performs a specific computation on the data.

3. Activation Functions: Activation functions are used to determine the output of

each node in a neural network and are a key factor in determining the

network's ability to learn complex patterns.

4. Weights and Biases: Weights and biases are parameters that are learned
during the training process and are used to determine the output of the

network.

11.1.11 Benefits of Deep Learning

1. Automated Feature Engineering: Deep learning can automatically identify the

most important features in a dataset, reducing the need for manual feature
engineering.

2. Improved Predictive Accuracy: Deep learning has been shown to outperform

traditional machine learning algorithms in many applications, resulting in

improved predictive accuracy.

3. Handling Complex Data: Deep learning is well suited to handling complex

data, such as images, speech, and text, which can be difficult to analyze using

traditional methods.

11.1.12 Drawbacks of Deep Learning

1. Large Data Requirements: Deep learning algorithms require large amounts of

data to be effective, making them less suitable for small datasets.

2. High Computational Costs: Training deep learning models can be

computationally expensive, requiring significant computing resources.
3. Lack of Interpretability: Deep learning algorithms can be difficult to interpret,

making it difficult to understand why they are making certain predictions.

11.1.13 Applications of Deep Learning

1. Image and Speech Recognition: Deep learning is used in image and speech
recognition to identify objects and speech in large amounts of data.

2. Natural Language Processing: Deep learning is used in natural language

processing to analyze text and generate language-based outputs, such as text

summarization and machine translation.

3. Predictive Analytics: Deep learning is used in predictive analytics to make

predictions about future events based on historical data.

11.1.14 Examples in Digital Marketing and Data Analytics

1. Digital Marketing:

• Personalized Content Recommendations: Deep learning algorithms can

analyze customer data, such as browsing history and purchase history,

to make personalized content recommendations.

• Chatbots: AI-powered chatbots can be trained using deep learning

algorithms to provide instant customer support and answer customer

queries through messaging platforms.

• Ad Optimization: Deep learning algorithms can analyze data from

advertising campaigns and optimize ad placement and targeting to

achieve better results.

2. Data Analytics:

• Predictive Analytics: Deep learning algorithms can be used to analyze

data and make predictions about future outcomes.
 • Customer Segmentation: Deep learning algorithms can analyze

customer data to identify patterns and group customers into segments

based on common characteristics.

• Fraud Detection: Deep learning algorithms can analyze transaction data

to detect fraud and prevent financial losses.

These are just a few examples of how deep learning is being used in digital
marketing and data analytics, and the applications of deep learning in these fields

are constantly evolving. However, it is important to note that deep learning

algorithms are not a silver bullet and should be used in conjunction with human

judgment and expertise to ensure that the insights and decisions generated by
these algorithms are valid and accurate.

11.2 Machine Learning Work flow

The machine learning workflow refers to the process of building a machine learning
model, from defining the problem to deploying the model in a production

environment. The goal is to use machine learning to gain insights, make predictions,
and drive decision-making in these fields.

It typically consists of the following steps:

1. Problem Definition: The first step is to define the problem that you want to
solve using machine learning. This includes identifying the goals and
objectives, defining the input and output variables, and determining the type
of machine learning algorithm that is best suited for the problem.

2. Data Collection: The next step is to collect and prepare the data that will be

used for training the machine learning model. This may involve cleaning the
data, removing duplicates, and transforming the data into a format that is

suitable for analysis.

3. Data Exploration: Once the data has been collected and prepared, the next

step is to explore the data to gain insights and identify trends. This may
involve visualizing the data, calculating summary statistics, and identifying

relationships between variables.

4. Feature Engineering: In this step, the data is transformed into a form that is
suitable for machine learning by creating new features that capture relevant

information. This may involve creating new variables, aggregating data, and
normalizing variables.

5. Model Selection: Once the data has been prepared, the next step is to select

the appropriate machine learning algorithm for the problem. This may involve
comparing different algorithms, evaluating their performance on the training

data, and selecting the best-performing algorithm.

6. Model Training: The next step is to train the machine learning model using the

prepared data. This involves using the algorithm to fit the model to the
training data and optimizing the parameters of the model.

7. Model Evaluation: After the model has been trained, the next step is to

evaluate its performance on a separate dataset that has not been used during
the training process. This may involve calculating accuracy metrics, such as

precision and recall, and comparing the performance of the model with that of
other algorithms.

8. Model Deployment: Once the model has been trained and evaluated, the final
step is to deploy the model in a production environment, where it can be used

to make predictions on new data.

This workflow provides a general outline for the process of building a machine
learning model, and the specific steps involved may vary depending on the type

of problem and the algorithm being used. However, the overall goal is to build a
 model that is accurate, reliable, and can be used to make predictions on new

data.

11.2.1 Examples of Machine Learning Workflow in Digital Marketing

Here are a few examples of how the machine learning workflow can be applied in
digital marketing and data analytics:

1. Customer Segmentation: In digital marketing, machine learning can be used

to segment customers based on their behavior, demographics, and other

characteristics. The problem definition would be to identify the segments, the

data collected would be customer demographic and behavioral data, and the

algorithm used might be clustering or decision trees. The model would be

trained on the collected data and evaluated on a separate dataset, and the

results could be used to develop targeted marketing campaigns for each

segment.

2. Predictive Churn Analysis: Machine learning can be used to predict which

customers are most likely to cancel their service or switch to a competitor. The
problem definition would be to predict customer churn, the data collected

would be customer demographic and behavioral data, and the algorithm used
might be logistic regression or decision trees. The model would be trained on

the collected data and evaluated on a separate dataset, and the results could
be used to develop retention strategies and targeted interventions.

3. Sentiment Analysis: In data analytics, machine learning can be used to analyze

customer feedback, reviews, and social media posts to determine the

sentiment of the customer towards a product, service, or brand. The problem

definition would be to classify customer feedback as positive, negative, or

neutral, the data collected would be customer feedback data, and the
algorithm used might be natural language processing or sentiment analysis.
The model would be trained on the collected data and evaluated on a
 separate dataset, and the results could be used to track customer satisfaction

and make improvements based on customer feedback.

These are just a few examples of how the machine learning workflow can be applied
in digital marketing and data analytics, and there are many other applications as well.

11.3 Performance Metrics for Artificial Intelligence, Machine Learning and Deep

Learning.

There are several performance metrics used to evaluate the performance of AI, deep

learning (DL), and machine learning (ML) models, including:

1. Accuracy: Accuracy is the most commonly used metric to evaluate the

performance of a model. It is defined as the percentage of correct predictions

made by the model, compared to the total number of predictions.

2. Precision: Precision is a measure of the model's ability to identify positive

instances correctly. It is the number of true positive predictions divided by the

total number of positive predictions made by the model.

3. Recall: Recall is a measure of the model's ability to find all the positive

instances in the data. It is the number of true positive predictions divided by

the total number of actual positive instances.

4. F1 Score: The F1 score is a harmonic mean of precision and recall, and is a

single metric that summarizes the performance of a model. A higher F1 score

indicates that the model has a good balance of precision and recall.

5. ROC Curve: The receiver operating characteristic (ROC) curve is a graphical

representation of the model's ability to distinguish between positive and

negative classes. It plots the true positive rate against the false positive rate,
and a model with good performance will have a ROC curve that is closer to

the top left corner of the plot.

 6. AUC (Area Under the ROC Curve): The area under the ROC curve (AUC) is a

single metric that summarizes the performance of a model. A higher AUC

indicates that the model has a higher ability to distinguish between positive

and negative classes.

7. Confusion Matrix: A confusion matrix is a table that summarizes the

performance of a model by counting the number of true positive, true

negative, false positive, and false negative predictions made by the model. It
can be used to calculate precision, recall, and other performance metrics.

These are some of the most commonly used performance metrics for AI, DL, and ML

models, and the specific metrics used may depend on the type of problem and the
algorithm being used. However, the overall goal is to choose metrics that accurately

reflect the performance of the model and provide actionable insights for improving
its performance.

11.4 AI, ML & DL Software Tools for Digital Marketing and Data Analytics

There are several AI, machine learning (ML), and deep learning (DL) software tools
that can be used in digital marketing and data analytics, including:

1. TensorFlow: TensorFlow is an open-source software library for ML and DL,

developed by Google. It provides a comprehensive platform for building,

training, and deploying ML and DL models, and is widely used in the industry
for a variety of applications, including digital marketing and data analytics.

2. Keras: Keras is a high-level neural networks API, written in Python and capable

of running on top of TensorFlow. It provides a simple and intuitive interface

for building and training ML and DL models, and is widely used for its ease of

use and compatibility with TensorFlow.

3. PyTorch: PyTorch is another open-source ML and DL library, developed by

Facebook. It provides a powerful platform for building, training, and deploying
 ML and DL models, and is widely used in the industry for a variety of

applications, including digital marketing and data analytics.

4. KNIME: KNIME is an open-source data analytics platform that provides a wide

range of tools for data preparation, visualization, and modeling. It supports a

variety of ML algorithms and can be used to build and deploy models for
digital marketing and data analytics.

5. RapidMiner: RapidMiner is a powerful data analytics platform that provides a

wide range of tools for data preparation, visualization, and modeling. It

supports a variety of ML algorithms and can be used to build and deploy

models for digital marketing and data analytics.

6. R: R is a popular open-source programming language for data analysis and

statistics, and is widely used in the industry for a variety of applications,

including digital marketing and data analytics. R provides a wide range of

packages for ML and DL, and is widely used for its capabilities in these areas.

These are just a few of the software tools available for AI, ML, and DL in digital
marketing and data analytics, and there are many others as well. The choice of tool

will depend on the specific requirements and capabilities of the project, and it is
important to choose a tool that provides the functionality and features needed to

achieve the desired results.

11.5 Indian Case Studies: Digital Marketing & Data Analytics using AI, ML & DL

The use of AI, ML, and DL is rapidly growing in India, and these technologies are

providing a wide range of benefits, including improved customer experiences,

streamlined operations, and increased efficiency and productivity. There are several

Indian case studies that demonstrate the use of artificial intelligence (AI), machine
learning (ML), and deep learning (DL) in digital marketing and data analytics,

including:
Flipkart: Flipkart, one of India's largest e-commerce platforms, uses ML and DL

algorithms to personalize the shopping experience for its customers. For example,
the platform uses DL algorithms to analyze customer behavior, such as product

searches, page views, and purchases, to make personalized product

recommendations to each customer.

Paytm: Paytm, India's leading mobile payment and financial services platform, uses AI

and ML algorithms to provide personalized offers and promotions to its customers.

For example, the platform uses ML algorithms to analyze customer transaction data,

such as purchase history and location, to provide relevant offers and promotions to
each customer.

ICICI Bank: ICICI Bank, one of India's largest banks, uses AI and ML algorithms to
improve the customer experience and streamline its operations. For example, the

bank uses ML algorithms to analyze customer data, such as account balances and
transaction history, to identify potential fraud and to provide personalized financial

advice to its customers.

HDFC Bank: HDFC Bank, one of India's largest banks, uses AI and ML algorithms to
improve the customer experience and streamline its operations. For example, the
bank uses ML algorithms to analyze customer data, such as account balances and

transaction history, to identify potential fraud and to provide personalized financial

advice to its customers.

HDFC Life: HDFC Life, one of India's largest life insurance companies, uses AI and ML
algorithms to improve the customer experience and streamline its operations. For
example, the company uses ML algorithms to analyze customer data, such as policy

purchases and claims, to identify potential fraud and to provide personalized

financial advice to its customers.

These are just a few examples of how AI, ML, and DL are being used in digital

marketing and data analytics in India, and there are many others as well.

11. 6 Summary

1. Artificial Intelligence (AI) refers to the simulation of human intelligence in

machines that are designed to think and act like humans.

2. AI has the potential to transform a wide range of industries and applications,

including healthcare, finance, transportation, and manufacturing.

3. Deep learning is a subfield of machine learning that utilizes artificial neural

networks to model complex patterns in data.

4. The components of AI systems are Algorithms, Data and Components.

5. Artificial Neural Networks, Layers, Activation Functions and Weights & Biases are
the components of a Deep Learning System.

6. AI, ML & DL are extensively used in digital marketing and data analytics.
UNIT – 12: Application of Data Analytics

Names of Sub-unit: Dealing with different types of data - Data Visualization for

decision making - Data Analytics & Machine Learning

Overview

Data Analytics is the process of analyzing data to uncover insights and make data-
driven decisions. From a digital marketing perspective, data analytics plays a crucial

role in improving and optimizing campaigns and strategies.

Here's a simple overview of how data analytics is used in digital marketing:

1. Data Collection: The first step is to collect data from various sources such as
web analytics tools, social media platforms, email marketing platforms, and

more. This data is usually collected in a database or a data warehouse.

2. Data Cleaning: The next step is to clean the collected data to ensure that it is

accurate and consistent. This process involves removing duplicate or irrelevant

data, dealing with missing values, and correcting errors.

3. Data Analysis: Once the data has been cleaned, it can be analyzed using

various techniques such as descriptive statistics, inferential statistics, and

predictive modeling. The goal of data analysis is to identify patterns and

trends that can be used to make informed decisions.

4. Data Visualization: Data visualization is the process of representing data in a

visual format, such as graphs, charts, and tables. This makes it easier to
understand and communicate insights to stakeholders.

5. Data-Driven Decision Making: The final step is to use the insights gained from

data analysis to make data-driven decisions. This involves identifying

 opportunities for improvement and implementing changes to optimize

campaigns and strategies.

By using data analytics, digital marketers can improve the effectiveness of their
campaigns, better understand their target audience, and make informed decisions

based on data-driven insights.

Objectives In this Unit you will learn –

1. The fundamentals of Data Analytics

2. To handle different types of data.

3. Understand the role of Data Visualization in Decision Making.

4. Understand the role of Data Analytics and Machine Learning in Digital

Marketing

Learning Outcomes

At the end of this Unit you would -

✓ Be able Describe how to solve analytical problems in real-life world and to

define effective objectives for analytics projects..

Unit Pre-requisites – Basic knowledge about data analysis and artificial intelligence.

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

1. Data Analytics Made Accessible by Anil Maheshwari.

2. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital

World by Chuck Hemann and Mark Schmukler.

12.1 Introduction to Data Analytics

Data Analytics is the process of examining, cleaning, transforming, and modeling

data with the goal of discovering useful information, informing conclusions, and
supporting decision-making.

Data Analytics can be performed using various techniques and tools, such as

statistical analysis, data visualization, machine learning algorithms, and predictive

modeling. These techniques allow organizations to extract insights and knowledge

from data, which can then be used to improve business processes, inform strategic
decision-making, and drive innovation.

The benefits of data analytics include:

1. Improved decision-making: Data analytics provides organizations with the

ability to make informed decisions based on facts and evidence, rather than

intuition or guesswork.
 2. Increased efficiency: By analyzing data, organizations can identify areas where

they can streamline processes and make their operations more efficient.

3. Enhanced competitiveness: Companies that are able to leverage data to drive

their decision-making and operations are better positioned to compete in the

marketplace.

4. Customer insights: Data analytics can be used to gain a deeper understanding

of customer behavior and preferences, allowing organizations to develop

targeted marketing strategies and improve the customer experience.

There are numerous applications of data analytics across various industries,

including:

1. Healthcare: Data analytics is used to improve patient outcomes, reduce costs,

and increase efficiency in the healthcare industry.

2. Retail: Retail organizations use data analytics to understand customer

behavior, optimize pricing, and improve supply chain management.

3. Finance: Financial organizations use data analytics to identify fraudulent

activity, assess risk, and make informed investment decisions.

4. Manufacturing: Data analytics can be used in manufacturing to optimize

production processes, reduce waste, and improve product quality.

5. Transportation: Data analytics is used in the transportation industry to

optimize routes, reduce fuel consumption, and improve safety.

12.1.1 Data Analytics Vs Data Analysis

Data Analytics and Data Analysis are two terms that are often used interchangeably,

but they are not exactly the same.

Data Analysis refers to the process of examining, cleaning, transforming, and

modeling data with the goal of discovering useful information, informing
conclusions, and supporting decision-making. This process can involve various

techniques and tools, such as statistical analysis, data visualization, and machine
learning algorithms.

Data Analytics, on the other hand, is a broader term that encompasses the entire

spectrum of activities involved in working with data, from acquiring and storing data
to using various techniques and tools to analyze and extract insights from the data.

Data Analytics can be thought of as the umbrella term that encompasses all aspects
of working with data, including Data Analysis.

The goal of Data Analytics is to extract insights and knowledge from data that can be

used to inform decision-making, drive innovation, and improve business processes

12.1.2 Components of a Data Analytics System

A data analytics system typically consists of the following components:

1. Data Collection: This component involves acquiring data from various sources,

such as databases, sensors, and log files. The data may be in various formats,
such as structured, semi-structured, or unstructured.

2. Data Storage: Once the data is collected, it needs to be stored in a secure and

organized manner. This is typically done using a database management

system or a data warehouse.

3. Data Preparation: In this step, the data is cleaned, transformed, and prepared

for analysis. This may involve removing duplicates, handling missing values,
and transforming the data into a format that is suitable for analysis.

4. Data Analysis: This is the core component of a data analytics system and
involves using various techniques and tools to extract insights and knowledge

from the data. This may include statistical analysis, data visualization, machine
learning algorithms, and predictive modeling.
 5. Data Visualization: This component involves presenting the insights and

knowledge gained from the data analysis in a visual format, such as charts,
graphs, and dashboards. The goal of data visualization is to make the insights

and knowledge obtained from the data analysis more accessible and
understandable to decision-makers.

6. Decision-making: The insights and knowledge obtained from the data analysis

are used to inform decision-making and support strategic planning. This may
involve identifying trends, forecasting future events, and optimizing business

processes.

7. Continuous improvement: A data analytics system is an ongoing process, and

organizations need to continuously monitor and refine their data analytics

processes in order to ensure that they are providing the maximum value.

In addition to these core components, organizations may choose to include

additional components, such as data governance, security, and privacy, depending

on their specific needs and requirements.

12.2 Data Analytics: Dealing with Different Types of Data

Data analytics involves dealing with different types of data, including structured,
semi-structured, and unstructured data. Here's how data analytics approaches each
type of data:

1. Structured Data: Structured data refers to data that is organized in a specific

format, such as a spreadsheet or a database table. Structured data is easy to

analyze because it is organized in a systematic manner. Statistical analysis,

data visualization, and predictive modeling are all common techniques used

to analyze structured data.

 2. Semi-Structured Data: Semi-structured data is data that has some structure,

but not as much as structured data. This type of data includes formats such as
XML and JSON, which have a defined structure but can also contain

unstructured data within them. To analyze semi-structured data, data analytics

techniques need to be able to handle the combination of structured and

unstructured data.

3. Unstructured Data: Unstructured data refers to data that does not have a
specific format or structure, such as text documents, images, and audio files.

Unstructured data can be challenging to analyze, as it requires specialized

techniques such as natural language processing and image recognition.

To effectively deal with different types of data, data analytics systems need to be

flexible and able to handle multiple data formats. The specific approach used to
analyze each type of data will depend on the goals of the analysis, the format of the

data, and the specific tools and techniques used. The goal of data analytics is to
extract insights and knowledge from the data, regardless of the type of data being

analyzed.

12.2.1 Data Analytics Software Tools for Digital Marketing

Many data analytics software tools are available for digital marketing. A list of some
of the most popular tools is given below.

1. Google Analytics: This is a free web analytics service offered by Google that

provides insights into website traffic and user behavior. Google Analytics
allows marketers to track conversions, monitor audience behavior, and

measure the success of digital marketing campaigns.

2. SEMrush: This is a digital marketing software suite that provides a variety of

tools for keyword research, site auditing, and competitor analysis. SEMrush is
 a useful tool for digital marketers who want to improve their search engine

optimization (SEO) and pay-per-click (PPC) advertising campaigns.

3. Adobe Analytics: This is a powerful data analytics tool for digital marketing
that provides insights into customer behavior, conversion rates, and marketing

campaign performance. Adobe Analytics allows marketers to track user

interactions across multiple devices and channels, making it a useful tool for

cross-channel marketing analysis.

4. HubSpot: This is anall-in-one inbound marketing software that includes a

variety of tools for data analytics, including website traffic analysis, lead

tracking, and customer behavior analysis. HubSpot is a useful tool for digital
marketers who want to understand the impact of their marketing efforts on

the entire customer journey.

5. Tableau: This is a powerful data visualization tool that allows marketers to

explore, analyze, and visualize data from various sources, including

spreadsheets, databases, and cloud-based data warehouses. Tableau is a

useful tool for digital marketers who want to create interactive dashboards
and visualizations to communicate insights and drive business decisions.

The specific tools used will depend on the needs of the organization and the goals of

the data analytics effort. Digital marketers must evaluate the different tools available
and select the ones that best meet their needs.

12.3 Data Visualization for Decision Making

Data visualization is the process of creating graphical representations of data and

information. The purpose of data visualization is to communicate complex

information in a way that is easy to understand, allowing people to make informed

decisions based on the data.
Applications of data visualization are diverse and can be used in various fields such

as business, medicine, and science. Some of the common applications of data

visualization include:

1. Business Intelligence: Data visualization is used to help businesses make data-

driven decisions by presenting complex data in an easy-to-understand format.

2. Market Research: Data visualization is used to display market trends and

customer behavior, helping businesses understand their target audience.

3. Healthcare: Data visualization is used in healthcare to analyze patient data and

track the spread of diseases.

4. Scientific Research: Data visualization is used in scientific research to present

data and findings in a clear and concise manner.

Data Visualization for Digital Marketing

Data visualization is also an important tool in digital marketing, as it allows marketers

to track and analyze the performance of their campaigns. Data visualization helps
digital marketers understand the impact of their campaigns on customer behavior

and make data-driven decisions to improve their marketing strategies.

Common Data Visualization Software Tools for Digital Marketing

1. Tableau: This is a powerful data visualization tool that allows marketers to

explore, analyze, and visualize data from various sources, including

spreadsheets, databases, and cloud-based data warehouses.

2. Google Data Studio: This is a free data visualization tool offered by Google

that allows marketers to create custom reports and dashboards to display

their data.

3. Power BI: This is a data visualization tool from Microsoft that allows marketers

to visualize and analyze data from multiple sources.

 4. Infogram: This is an easy-to-use data visualization tool that allows marketers

to create charts, graphs, and other types of visualizations to display their data.

5. D3.js: This is an open-source JavaScript library for data visualization that

allows marketers to create interactive visualizations and dashboards.

The specific tools used will depend on the needs of the organization and the goals of

the data visualization effort. It's important for digital marketers to evaluate the
different tools available and select the ones that best meet their needs.

12.3.1 Data Visualization based Decision Making in Digital Marketing

Data visualization plays a critical role in decision making in digital marketing. By

visualizing data, digital marketers can easily identify patterns, trends, and insights

that would be difficult to see in raw data. This allows them to make informed
decisions about their marketing strategies and campaigns.

For example, data visualization can help digital marketers to:

1. Track the performance of their campaigns: Data visualization can display key
metrics such as website traffic, conversion rates, and customer behavior,

allowing marketers to see the impact of their campaigns on customer

engagement and conversion.

2. Identify areas for improvement: Data visualization can help digital marketers

identify areas where their campaigns are underperforming, and make data-
driven decisions to improve their strategies and tactics.

3. Analyze customer behavior: Data visualization can help digital marketers

understand their target audience and customer behavior, allowing them to

tailor their campaigns to meet the needs and preferences of their customers.

4. Optimize their marketing spend: Data visualization can help digital marketers
understand the return on investment (ROI) of their marketing campaigns,
 allowing them to optimize their marketing spends and allocate resources to

the most effective channels and campaigns.

12. 4 Examples of Data Visualization for Digital Marketing

Data visualization is a valuable tool for digital marketers across different industries,
including retail, banking, and healthcare. Here are some examples of how data

visualization is used in each of these sectors:

1. Retail: Retail companies use data visualization to track customer behavior and

sales trends, as well as to analyze inventory and supply chain data. For
example, a retailer could use data visualization to track the performance of

their email marketing campaigns, as well as to understand which products are

selling best in each store.

2. Banking: Banks use data visualization to track and analyze customer behavior,

as well as to monitor fraud and security threats. For example, a bank could use
data visualization to track the performance of their mobile banking app, as

well as to monitor the behavior of customers who use their credit cards.

3. Healthcare: Healthcare organizations use data visualization to track patient

data, monitor the spread of diseases, and analyze medical data. For example, a
healthcare organization could use data visualization to track the performance

of their telemedicine programs, as well as to monitor the spread of a disease

and track its impact on patients.

12.5 Data Visualization Software for Digital Marketing

There are many data visualization software tools available for digital marketers,

including both free and paid options. Some of the most popular data visualization
software tools for digital marketing include:

1. Tableau: Tableau is a powerful data visualization tool that allows digital

marketers to turn data into interactive, shareable dashboards and reports.
 2. PowerBI: PowerBI is a cloud-based data visualization tool that integrates with

other Microsoft products and services, making it a popular choice for digital
marketers.

3. Google Data Studio: Google Data Studio is a free data visualization tool that

integrates with Google's suite of products, including Google Analytics and

Google Sheets.

4. D3.js: D3.js is a JavaScript library for creating data visualizations, which can be

used to create interactive, custom visualizations for digital marketing

purposes.

5. Looker: Looker is a data visualization tool that integrates with a variety of data
sources, allowing digital marketers to create custom, interactive dashboards

and reports.

6. Chart.js: Chart.js is a simple, open-source data visualization library that can be

used to create a variety of charts and graphs for digital marketing purposes.

12.6 Data Analytics and Machine Learning

Data analytics and machine learning are closely related fields that often overlap in

their goals and applications. Data analytics refers to the process of analyzing and
interpreting data to extract insights and drive decision making. Machine learning, on
the other hand, is a subset of artificial intelligence (AI) that involves building
algorithms that can learn from data and make predictions or decisions without being

explicitly programmed to do so.

In practice, data analytics and machine learning are often used together in a
complementary way, with data analytics providing the context and background

knowledge necessary for machine learning algorithms to make informed decisions.

For example, a data analyst might use data analytics techniques to understand the
characteristics of a particular dataset, and then use machine learning algorithms to

build a model that can predict customer behavior based on that data.

The combination of data analytics and machine learning offers many benefits for
organizations, including the ability to automate data analysis and make predictions

with greater accuracy and efficiency. This can help organizations make better
decisions, drive business growth, and remain competitive in an ever-changing

marketplace

12. 7 Summary

1. 1. Data Analytics is the process of examining, cleaning, transforming, and modeling

data with the goal of discovering useful information, informing conclusions, and
supporting decision-making.

2. There are numerous applications of data analytics across various industries.

3. Data Analytics and Data Analysis are two terms that are often used
interchangeably, but they are not exactly the same.

4. In addition to the core components of a Data Analytics System, organizations can

choose to include additional components as per their specific needs and
requirements.

5. Data analytics involves dealing with different types of data, including structured,
semi-structured, and unstructured data.

6. Data visualization is the process of creating graphical representations of data and

information.

7. Data Analytics enable the digital marketers to make informed decisions about their
marketing strategies and campaigns.
8. Data visualization is a valuable tool for digital marketers across different industries.

9. There are many data visualization software tools available for digital marketers,
including both free and paid options.

10. Data analytics and machine learning are closely related fields that often overlap in
their goals and applications.
 UNIT – 13: Data Science

Names of Sub-unit: Understanding Data Science. Data Science Methodology -

Data Analytics in different Sectors - Analytics Framework & latest trends.

Overview

A basic outline of data science can include the following key elements:

1. Introduction to Data Science: An overview of the field of data science,

including its history, key concepts, and applications.

2. Data Collection and Cleaning: Techniques for collecting and cleaning data,

including data scraping, data wrangling, and data pre-processing.

3. Data Exploration and Visualization: Methods for exploring and visualizing data,

including descriptive statistics, data visualization techniques, and data

storytelling.

4. Statistical Analysis: Techniques for performing statistical analysis, including

hypothesis testing, regression analysis, and machine learning.

5. Machine Learning: An introduction to machine learning, including supervised

and unsupervised learning, decision trees, and neural networks.

6. Data Science in Practice: An overview of the practical applications of data

science, including case studies and real-world examples from various

industries, such as finance, healthcare, marketing, and more.

7. Ethics and Privacy in Data Science: An examination of the ethical and privacy
considerations in data science, including data security, data bias, and data

governance.
 8. The Future of Data Science: A discussion of the latest trends and

advancements in data science, including big data, cloud computing, artificial

intelligence, and more.

This basic outline can serve as a starting point for understanding the field of data

science, and can be expanded and refined based on specific interests and areas of
focus.

Objectives In this Unit you will learn –

1. The fundamentals of Data Science

2. Data Science Methodology

3. Application of Data Science in Different Sectors

Learning Outcomes

At the end of this Unit you would -

✓ Be able to understand the importance of Data Science and Data Visualization.

Unit Pre-requisites – Basic knowledge about data analysis and statistics.

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

1. "Data Science from Scratch: First Principles with Python" by Joel Grus

2. "Python Data Science Handbook: Essential Tools for Working with Data" by

Jake VanderPlas

3. "Data Science Fundamentals: A Practical Guide to Key Data Science Concepts,

Tools and Techniques" by Ian Sutherland.

 13.1 Introduction to Data Science

Data Science is a rapidly growing field that has become increasingly important in
digital marketing. Digital marketing relies heavily on data to understand consumer

behavior, target audiences, and measure the success of marketing campaigns. As a

result, data science plays a crucial role in the development of effective digital

marketing strategies.

The field of data science involves the collection, cleaning, analysis, and interpretation
of data to extract meaningful insights and knowledge. In the context of digital

marketing, data science is used to understand consumer behavior, track and analyze
the performance of marketing campaigns, and identify new opportunities for growth.

One of the key aspects of data science in digital marketing is the use of machine

learning and artificial intelligence to analyze vast amounts of data. Machine learning
algorithms can identify patterns in consumer behavior and help digital marketers

make more informed decisions about how to reach their target audiences.

Another important aspect of data science in digital marketing is the use of data

visualization to communicate insights and findings. Data visualization tools, such as

charts, graphs, and dashboards, help digital marketers to quickly and effectively

understand the results of their marketing campaigns and identify areas for
improvement.

13.2 Data Science Methodology

The data science methodology is a systematic approach to solving problems using

data. The following is a general outline of the steps involved in a typical data science

methodology:

1. Define the problem: The first step in the data science methodology is to
define the problem that needs to be solved. This involves understanding the
 business objectives, identifying the problem area, and determining what kind

of insights or solutions are needed.

2. Collect data: The next step is to collect the data that will be used to solve the
problem. This may involve gathering data from internal sources, such as

company databases, or from external sources, such as public data sets or

online sources.

3. Clean and pre-process data: Once the data has been collected, it is typically

necessary to clean and pre-process the data to ensure that it is in the right
format for analysis. This may involve dealing with missing values, removing

outliers, and transforming the data into a format that is suitable for analysis.

4. Explore the data: The next step is to explore the data to gain a better

understanding of its structure and content. This may involve generating

descriptive statistics, creating visualizations, and identifying patterns and

trends in the data.

5. Model the data: The next step is to model the data using statistical techniques
or machine learning algorithms. This involves selecting the appropriate

method for the problem at hand and using the data to generate predictions
or insights.

6. Validate the model: Once the model has been developed, it is important to
validate its performance to ensure that it is accurate and reliable. This may

involve using cross-validation techniques, testing the model on new data, or

comparing its performance to other models.

7. Communicate the results: The final step is to communicate the results of the

analysis to stakeholders, such as business leaders or decision-makers. This

may involve generating reports, creating visualizations, or presenting the

findings in a way that is accessible and easy to understand.

This methodology provides a structured approach to solving problems using data,

and it can be adapted or modified to meet the specific needs of different problems
and domains. By following this methodology, data scientists can ensure that they are

using a systematic and rigorous approach to solving problems with data.

13.3 Data Analytics in Different Sectors

Data analytics is used across a wide range of sectors to help organizations make
informed decisions and gain insights into their operations. Here are some examples

of how data analytics is being used in different sectors, along with information about
the tools, purpose, and outcomes of these initiatives:

1. Healthcare: In the healthcare sector, data analytics is used to track patient

outcomes, improve clinical decision-making, and manage costs. Tools such as

electronic health records and predictive analytics are used to analyze patient
data, while the purpose is to improve patient outcomes and reduce costs.

Outcomes of data analytics in healthcare include more efficient and effective

treatment, improved patient outcomes, and cost savings.

2. Finance: In the finance sector, data analytics is used to track financial

performance, detect fraud, and manage risk. Tools such as financial analytics
and predictive models are used to analyze financial data, while the purpose is

to improve financial performance and reduce risk. Outcomes of data analytics

in finance include improved risk management, more accurate financial

reporting, and reduced instances of fraud.

3. Retail: In the retail sector, data analytics is used to track consumer behavior,

optimize pricing, and improve inventory management. Tools such as customer

analytics and predictive models are used to analyze consumer data, while the

purpose is to improve sales and customer satisfaction. Outcomes of data

analytics in retail include increased sales, improved customer satisfaction, and
reduced costs.
4. Manufacturing: In the manufacturing sector, data analytics is used to optimize

production processes, improve quality control, and reduce costs. Tools such as
predictive maintenance and quality control analytics are used to analyze

production data, while the purpose is to improve production efficiency and

reduce costs. Outcomes of data analytics in manufacturing include improved

production efficiency, reduced downtime, and improved product quality.

Data analytics plays a critical role in digital marketing for Indian companies, as
it helps organizations to make informed decisions, optimize their marketing

campaigns, and improve their overall performance.

1. Customer Segmentation: Data analytics is used to segment customers into

different groups based on their behavior, demographics, and other

characteristics. This information is used to tailor marketing messages and

campaigns to specific groups, resulting in more effective and targeted

marketing.

2. Campaign Optimization: Data analytics is used to track and measure the

performance of digital marketing campaigns, providing insights into which

strategies are working and which are not. This information is then used to

optimize campaigns, improve conversion rates, and increase return on

investment.

3. Social Media Analytics: Data analytics is used to track social media metrics

such as engagement, reach, and sentiment. This information is used to

understand how customers are interacting with brands on social media, and to

make data-driven decisions about how to engage with customers on these

platforms.

4. Personalization: Data analytics is used to personalize digital marketing

experiences for customers, including personalized website content, email
campaigns, and product recommendations. By tailoring marketing messages
 and experiences to individual customers, organizations can increase customer

engagement and improve overall marketing performance.

5. Predictive Analytics: Data analytics is used to make predictions about

customer behavior, including which customers are most likely to make a

purchase, which products are most likely to be popular, and which marketing
campaigns are most likely to be effective. This information is used to inform

marketing strategies and improve overall performance.

The Building Blocks of Data Science

Data science is a multi-disciplinary field that involves several building blocks,

including:

1. Statistics: The study of collecting, organizing, analyzing, interpreting, and

drawing conclusions from data. This is the foundation of data science and

helps data scientists make informed decisions based on data.

2. Mathematics: Mathematics provides the theoretical framework and algorithms

needed to analyze and make predictions based on data.

3. Computer Science: Data science requires the use of programming languages

and tools to process, manipulate, and analyze large amounts of data. This is

where computer science comes into play, providing the technical skills to
implement data science solutions.

4. Data Warehousing: Data science requires the ability to store, manage, and

access large amounts of data. Data warehousing provides the infrastructure to

store and manage this data.

5. Data Visualization: Data visualization is an important aspect of data science,

allowing data scientists to communicate their insights and findings in a clear

and effective manner.

 6. Machine Learning: Machine learning is a subfield of artificial intelligence that

involves training algorithms to make predictions based on data. This is a key

building block of data science and is used to build predictive models.

7. Domain Knowledge: Data science requires a deep understanding of the

business problem or scientific question being addressed. This requires a

strong understanding of the domain in which the data science solution is

being applied.

13. 4 Analytics Framework and Recent Trends

An analytics framework is a set of guidelines, processes, and techniques that

organizations use to collect, analyze, and interpret data. It provides a structure for
managing data and turning it into actionable insights that inform decision-making. In

the context of digital marketing, an analytics framework helps organizations to

measure the success of their marketing campaigns and make data-driven decisions

to improve performance.

There are several analytics frameworks available for digital marketing, which can help

businesses gain insights into their marketing efforts and track performance metrics.
Some of the most popular ones are:

1. Google Analytics: A free web analytics service offered by Google that tracks
and reports website traffic. It provides valuable insights into website traffic,
audience demographics, and conversion rates, among other things.

2. Adobe Analytics: A paid web analytics solution that provides detailed insights

into customer behavior, including data on website traffic, purchases, and

conversions.
 3. Piwik: An open-source web analytics platform that provides detailed reports

on website traffic, including visitor behavior, search engine optimization, and

e-commerce.

4. Mixpanel: A paid analytics platform that provides real-time insights into user

behavior, including how users interact with websites and mobile apps.

5. Clicky: A paid web analytics platform that provides real-time insights into
website traffic, including visitor behavior, geographic location, and search

engine referrals.

Here are some of the latest trends in analytics frameworks and techniques used in

digital marketing:

1. Real-time Analytics: The rise of real-time analytics is one of the biggest trends
in the field. This allows organizations to track and analyze data in real-time,

providing immediate insights into customer behavior and campaign

performance. This enables organizations to quickly respond to changes in the

market and make informed decisions.

2. Artificial Intelligence (AI) and Machine Learning: AI and machine learning are

becoming increasingly popular in the field of analytics, enabling organizations

to automate many data-driven tasks and make more accurate predictions. For

example, AI and machine learning can be used to personalize marketing

experiences, identify the best times to engage with customers, and optimize

campaigns for maximum impact.

3. Big Data: The growth of big data is another trend that is transforming the field
of analytics. Organizations are collecting and storing massive amounts of data

from a variety of sources, including social media, websites, and mobile

devices. This data is being used to gain insights into customer behavior and

inform decision-making.
4. Cloud-based Analytics: Cloud-based analytics is becoming more popular, as it

provides organizations with the ability to store and analyze large amounts of
data at scale. Cloud-based analytics also offers scalability, cost savings, and

improved collaboration, making it an attractive option for many organizations.

13.5 Data Science Projects in Digital Marketing

1. Customer Segmentation: Analyzing customer data to identify common

characteristics and behavior patterns to create segments of customers with

similar profiles. This helps businesses personalize their marketing efforts and
target the right audience with the right message.

2. Predictive Modeling: Using machine learning algorithms to predict future

customer behavior based on historical data. This helps businesses optimize

their marketing efforts and increase the effectiveness of their campaigns.

3. Customer Lifetime Value (CLV) Prediction: Using customer data to estimate

the total value a customer is likely to bring to a business over their lifetime.

This helps businesses allocate resources effectively and prioritize their

marketing efforts.

4. Churn Prediction: Using machine learning algorithms to predict which

customers are likely to cancel their service or stop using a product. This helps

businesses take proactive measures to retain these customers.

5. A/B Testing: Running controlled experiments to test different versions of a

marketing campaign to determine which is the most effective. This helps

businesses optimize their marketing efforts and improve the ROI of their
campaigns.

6. Customer Journey Analysis: Analyzing the different stages a customer goes

through during their interaction with a business, from initial awareness to

post-purchase behavior. This helps businesses identify pain points and
opportunities to improve the customer experience.
 7. Sentiment Analysis: Analyzing customer feedback and social media data to

determine the sentiment of customers towards a brand, product, or service.

This helps businesses understand their customers' opinions and take action to

improve their reputation.

13. 6 Summary

1. Data science is a crucial component of digital marketing, providing valuable insights into
consumer behavior and enabling digital marketers to make more informed decisions and
measure the success of their marketing efforts.

2. In conclusion, data analytics plays a crucial role in digital marketing for Indian companies,
helping organizations to better understand their customers, optimize their marketing
campaigns, and improve their overall performance.

3. Each analytics frameworks have its own strengths and weaknesses, and the best one for a
particular business will depend on their specific needs and requirements.
 UNIT – 14: BUSINESS ANALYTICS

Names of Sub-unit: Introduction to Business Analytics. Business Analytics with MS

Excel - Formatting - Conditional Formatting & important functions - Analyzing
Data with Pivot Tables – Dashboarding - Data Analytics using statistics - Power BI.
Overview

OVERVIEW

Business Analytics refers to the use of data, statistical algorithms, and machine
learning techniques to extract insights and knowledge from data to support

decision-making in an organization. The goal of business analytics is to enhance an

organization's competitiveness by providing decision makers with the information
they need to make informed choices.

Microsoft Excel is one of the most widely used tools for data analysis and business
analytics. It provides a number of built-in functions and features that make it easy to

collect, clean, and manipulate data, as well as create visualizations, perform statistical
analysis, and build predictive models. Some of the key features of Excel that are

relevant for business analytics include:

• Data Management: Excel provides tools for organizing and cleaning data, such

as sorting, filtering, and pivot tables.

• Data Visualization: Excel allows users to create charts, graphs, and other
visualizations that can help to quickly identify patterns and trends in data.

• Statistical Analysis: Excel provides a number of built-in functions and tools for
performing statistical analysis, such as regression analysis, correlation analysis,

and hypothesis testing.

• Predictive Modeling: Excel provides a number of features for building

predictive models, including tools for linear and logistic regression, decision
trees, and neural networks.
Excel is a powerful tool for business analytics that can help organizations to make

informed decisions by providing them with the information they need to understand
their data and the relationships within it.

Objectives In this Unit you will learn –

1. The fundamentals of Business Intelligence

2. The presence of Business Analytics functions is MS Excel

3. Application of Business Analytics in Different Sectors

4. About the features of PowerBI

Learning Outcomes

At the end of this Unit you would -

✓ Illustrate the meaning & importance of business analytics

✓ Examine the fundamentals of excel analytics functions & conditional

formatting.

Unit Pre-requisites – Basic knowledge about MS Excel, data analysis and statistics.

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

 14.1 Introduction to Business Analytics

Business Analytics is a field that involves the use of statistical and quantitative
methods to analyze data from various aspects of a business, with the goal of
improving decision-making and driving business performance.

Definition: Business Analytics refers to the practices, techniques, and tools that

organizations use to collect, process, analyze, and interpret data to gain insights
into their business operations and performance.

Components: Business Analytics involves several key components, including data

collection, data processing, data analysis, and data interpretation.

Purpose: The primary purpose of Business Analytics is to help organizations make

data-driven decisions. This can be achieved by providing insights into various

aspects of the business, such as customer behavior, market trends, and financial

performance.

Advantages:

1. Improved Decision-Making: Business Analytics provides organizations with

valuable insights into their operations, allowing them to make informed

decisions based on data rather than intuition or guesswork.

2. Increased Efficiency: Business Analytics helps organizations identify areas of

inefficiency, such as bottlenecks or underutilized resources, and optimize their

processes accordingly.

3. Increased Revenue: Business Analytics can help organizations identify new

revenue streams, increase sales, and reduce costs, leading to increased

profitability.
Drawbacks:

1. Data Quality: The accuracy and completeness of the data used for business
analytics is crucial for the validity of the insights gained. Poor quality data can

lead to incorrect conclusions and decisions.

2. Technical Expertise: Business Analytics requires a certain level of technical

expertise, and organizations may need to invest in specialized personnel or

tools to get the most out of their analytics efforts.

Applications:

1. Customer Analytics: Helps organizations understand customer behavior and

preferences, and improve customer satisfaction.

2. Financial Analytics: Helps organizations track financial performance, identify

cost savings opportunities, and make informed investment decisions.

3. Operations Analytics: Helps organizations optimize operations, reduce costs,

and improve overall efficiency.

The Business Analytics process typically involves several key steps, including:

Define the problem or opportunity: The first step in any Business Analytics project

is to clearly define the problem or opportunity that you are trying to address. This
could involve identifying the business question you are trying to answer, or the

decision you are trying to make.

Collect and prepare the data: Once you have defined the problem or opportunity,
the next step is to collect and prepare the data that you will use for your analysis.
This can involve extracting data from various sources, cleaning and transforming

the data to make it usable for analysis, and ensuring that the data is accurate and
up-to-date.

Exploratory data analysis: After the data has been prepared, the next step is to

perform exploratory data analysis (EDA). This involves reviewing the data to
identify trends, patterns, and relationships, and to gain a better understanding of

the data.

Modeling: Once you have completed the EDA, the next step is to develop models
to analyze the data. This could involve using simple statistical models, such as

regression analysis or hypothesis testing, or more complex models, such as

machine learning algorithms.

Evaluate and validate the model: After developing the model, it is important to
evaluate and validate the model to ensure that it is accurate and reliable. This can

involve testing the model against historical data, or using other techniques to
assess its performance.

Communicate the results: After completing the analysis and validation, the final
step is to communicate the results of the analysis to stakeholders. This could
involve creating reports, dashboards, or visualizations that communicate the

insights and recommendations from the analysis.

Monitor and refine the solution: The Business Analytics process is not a one-time

event, but rather an ongoing process that requires monitoring and refinement
over time. This can involve updating the models and data, and refining the

solutions to continue to improve performance and achieve better results.

Special Tools:
1. Data Warehousing and Data Mining: These tools allow organizations to store

and analyze large amounts of data.

2. Predictive Analytics: Predictive analytics uses statistical techniques to identify

patterns in data and make predictions about future events.

3. Visualization Tools: These tools, such as graphs and charts, help organizations

visually represent their data and gain insights more easily.

4. Business Intelligence Software: Business Intelligence software provides

organizations with a centralized platform for data analysis, visualization, and

reporting.

Sector wise example for business analytics

1. Healthcare: Healthcare organizations use Business Analytics to track patient

outcomes, identify trends in diseases and treatments, and optimize resource

allocation. For example, they can use predictive analytics to predict patient

demand and staffing needs, and improve patient flow.

2. Retail: Retail companies use Business Analytics to track sales data, customer

behavior, and inventory levels. This allows them to identify trends and make
informed decisions on product offerings, pricing, and promotions. For

example, they can use customer analytics to understand customer preferences

and purchase behavior, and target promotions to specific customer segments.

3. Manufacturing: Manufacturing companies use Business Analytics to optimize

production processes, reduce costs, and improve efficiency. For example, they
can use predictive maintenance analytics to predict when a machine is likely to

fail, and schedule maintenance accordingly to reduce downtime.

4. Banking and Finance: Banks and financial institutions use Business Analytics to

track financial performance, assess risk, and identify opportunities for growth.
 For example, they can use fraud detection analytics to identify suspicious

transactions, and reduce the risk of fraud.

5. Telecommunications: Telecommunications companies use Business Analytics

to track network performance, customer behavior, and call data. This allows

them to optimize network design, improve customer satisfaction, and reduce

costs. For example, they can use network analytics to identify areas of network

congestion, and make changes to improve network performance.

Software tools for Business Analytics : There are many software tools available for
Business Analytics, ranging from simple data visualization tools to complex

enterprise analytics platforms. Here are a few of the most popular software tools
for Business Analytics:

Tableau: Tableau is a data visualization and business intelligence tool that allows
organizations to quickly create interactive and informative dashboards, charts,

and graphs.

Power BI: Power BI is a cloud-based business intelligence and data visualization

tool that allows organizations to connect to a wide range of data sources, create
reports and dashboards, and share insights with others.

SAP Lumira: SAP Lumira is a data visualization and exploration tool that allows

organizations to quickly connect to and visualize data from multiple sources.

IBM Cognos Analytics: IBM Cognos Analytics is a complete business intelligence

platform that provides a wide range of data visualization and analysis capabilities,

as well as advanced predictive analytics and planning tools.

Oracle Business Intelligence: Oracle Business Intelligence is a comprehensive

business intelligence platform that provides advanced analytics and reporting
capabilities, as well as real-time data visualization and exploration.
 QlikView: QlikView is a powerful business intelligence and data visualization tool

that provides organizations with the ability to analyze and visualize data from
multiple sources in real-time.

SAS Business Analytics: SAS Business Analytics is a suite of advanced analytics and

data management tools that provide organizations with a complete end-to-end

solution for business intelligence and analytics.

14.2 Business Analytics with MS Excel

Microsoft Excel is a powerful tool for Business Analytics and is widely used by
organizations of all sizes. It offers a variety of features for data analysis, including

basic statistics, pivot tables, and charts, as well as more advanced features such as
regression analysis, forecasting, and goal seeking.

With Excel, organizations can import data from a wide range of sources, including

databases, spreadsheets, and cloud services, and then use that data to perform
various types of analysis. For example, they can use pivot tables to summarize data

and identify trends and patterns, or use charts and graphs to visualize data and
communicate insights to others.

Excel also includes a number of built-in functions and tools that make it easy to
perform complex data analysis. For example, the Solver add-in allows organizations

to use mathematical algorithms to optimize outcomes, and the Analysis ToolPak

add-in provides a variety of statistical tools and functions, such as t-tests and

ANOVA, that can be used to perform more advanced analysis.

In addition to its built-in features, Excel is highly customizable and can be extended
with additional tools and add-ins. This makes it possible for organizations to create

custom solutions that meet their specific needs, and to automate repetitive tasks and
processes.
Here are fourteen Excel skills to look for in a Business Analyst:

1. Uses Data Validation to Avoid Messy Reports

2. Is cautious about Excel file formats

3. Searches for Similarities With Fuzzy Lookup

4. Understands Why IF Formulas Are Vital

5. Shows Mastery Over VLOOKUP

6. Leverages Pivot Tables

7. Discerns Patterns in the Data

8. Uncovers Clarity From Clutter

9. Can visualise data

10. Can teach others how to use Excel

11. Can document spreadsheet systems

12. Understands industry-specific Excel functionalities

13. Can integrate Excel with other software

14. Can automate with VBA

Business analysts use spreadsheets for a variety of reasons. Here are some of the
most common:

1. Data Management: Spreadsheets allow business analysts to store, organize,

and manipulate large amounts of data in a structured format, making it easier

to analyze and present insights.
 2. Calculation and Modeling: Spreadsheets offer a range of tools for performing

calculations, building financial models, and analyzing data. This makes it easier
for business analysts to make informed decisions based on data-driven

insights.

3. Collaboration: Spreadsheets can be shared and edited by multiple users,

making it a great tool for collaboration and team-based problem solving.

4. Customization: Business analysts can create custom formulas, charts, and

graphs to visualize data in a way that meets their specific needs.

5. Accessibility: Spreadsheets are widely used and accessible to many people,

making it easier for business analysts to share their insights with others in
their organization.

15 essential business analytics functions in Microsoft Excel

1. SUM: Calculates the sum of a range of numbers.

Example: =SUM(A1:A5)

2. AVERAGE: Calculates the average of a range of numbers.

Example: =AVERAGE(A1:A5)

3. COUNT: Counts the number of cells in a range that contain numbers.

Example: =COUNT(A1:A5)

4. MAX: Returns the highest value in a range of numbers.

Example: =MAX(A1:A5)

5. MIN: Returns the lowest value in a range of numbers.

Example: =MIN(A1:A5)
6. IF: Tests a condition and returns one value if the condition is true and another

value if it's false.

Example: =IF(A1>10, "Greater than 10", "Less than or equal to 10")

7. VLOOKUP: Searches for a value in the first column of a table and returns a
value in the same row from a specified column.

Example: =VLOOKUP(A1, B1:C5, 2, TRUE)

8. INDEX/MATCH: Searches for a value in a table and returns a value in the same
row from a specified column.

Example: =INDEX(B1:C5, MATCH(A1, B1:B5, 0), 2)

9. PIVOT TABLE: Summarizes data from multiple columns and rows into a
compact, easily digestible format.

10. CONDITIONAL FORMATTING: Applies cell formatting based on certain

conditions, such as the value of a cell or the results of a formula.

11. GOAL SEEK: Allows you to find the input value that results in a desired output
value by changing the value of a specified cell.

12. SOLVER: A tool that helps you find the optimal solution to a problem by
changing the values in cells to meet constraints and optimize an objective cell.

13. LINEST: Returns the parameters of a line that best fits a set of data points,
based on the least squares method.

Example: =LINEST(A1:A5, B1:B5)

14. CORREL: Returns the correlation coefficient between two sets of data.

Example: =CORREL(A1:A5, B1:B5)

 15. REGRESS: Returns the parameters of a regression equation that predicts the

value of one variable based on the values of another variable.

Example: =REGRESS(A1:A5, B1:B5)

The steps to perform data analysis using Microsoft Excel.

1. Prepare the Data: Ensure that the data you want to analyze is organized,

complete, and accurate.

2. Choose the Appropriate Analysis Tool: Depending on the type of analysis you
want to perform, you may choose to use a pivot table, chart, formula, or some

other tool in Excel.

3. Perform the Analysis: Once you have chosen the appropriate tool, apply it to
your data. For example, if you want to create a pivot table, select the data

range and then choose "Pivot Table" from the "Insert" tab.

4. Interpret the Results: Analyze the results of your analysis to identify trends,

patterns, and insights in your data.

5. Communicate Your Findings: Present your results in a clear and concise

manner, either by creating charts, tables, or other visualizations, or by writing

a report.

Example of business analytics using Microsoft Excel:

Suppose you have a dataset containing the sales revenue of a company for the past

12 months. Your goal is to analyze this data to determine the overall trend in sales
revenue and identify any significant changes over time.

1. Prepare the Data: Ensure that the data is organized in a clear and readable

format, with each month's sales revenue in a separate cell.

2. Choose the Appropriate Analysis Tool: In this case, a line chart would be an

appropriate tool to visually represent the trend in sales revenue over time.
3. Perform the Analysis: To create a line chart, select the range of cells containing

the sales revenue data, and then choose "Line Chart" from the "Insert" tab.
The line chart will display the trend in sales revenue over time.

4. Interpret the Results: From the line chart, you can see that the sales revenue
has generally been increasing over the past 12 months. However, there are

some fluctuations in sales revenue, which may indicate seasonal changes or

other factors affecting the company's performance.

5. Communicate Your Findings: Present your results in a clear and concise

manner by creating a report or presentation that highlights the overall trend

in sales revenue and any significant changes over time. Additionally, you may
want to add any relevant context, such as industry trends or economic

conditions, to help provide a complete picture of the company's sales

performance.

14.3 Formatting Conditional Formatting & important business Analytics

functions in MS Excel

MS Excel provides a wide range of formatting and conditional formatting

options that can be used to make your data more organized and visually
appealing.

Formatting in MS Excel:

1. Cell Formatting: You can format cells in Excel by changing their font, font size,
colour, background colour, and more.

2. Number Formatting: You can format the way numbers are displayed in Excel,
including currency, percentage, date, and time formats.
3. Alignment Formatting: You can control the horizontal and vertical alignment

of text within a cell, such as left-aligned, right-aligned, centered, or justified.

4. Border Formatting: You can add borders to cells to create a clear visual
separation between different sections of data.

Conditional Formatting in MS Excel:

1. Highlighting Cells Rules: You can highlight cells based on specific conditions,
such as cells containing values above a certain threshold.

2. Data Bars: You can add data bars to cells to represent data visually, such as by

displaying longer bars for higher values.

3. Colour Scales: You can apply colour scales to cells to represent data visually,
such as by colouring cells with higher values a different colour than cells with

lower values.

4. Icon Sets: You can add icon sets to cells to represent data visually, such as by

displaying different symbols for different ranges of values.

Important Functions in MS Excel:

1. SUM: The SUM function calculates the sum of a range of numbers.

Example: =SUM(A1:A5)

2. AVERAGE: The AVERAGE function calculates the average of a range of

numbers. Example: =AVERAGE(A1:A5)

3. COUNT: The COUNT function counts the number of cells in a range that

contain numbers. Example: =COUNT(A1:A5)

4. MAX: The MAX function returns the highest value in a range of numbers.

Example: =MAX(A1:A5)

5. MIN: The MIN function returns the lowest value in a range of numbers.
Example: =MIN(A1:A5)

6. IF: The IF function tests a condition and returns one value if the condition is

true and another value if it's false.

Example: =IF(A1>10, "Greater than 10", "Less than or equal to 10")

7. VLOOKUP: The VLOOKUP function searches for a value in the first column of a

table and returns a value in the same row from a specified column. Example:
=VLOOKUP(A1, B1:C5, 2, TRUE)

8. INDEX/MATCH: The INDEX/MATCH function combination searches for a value

in a table and returns a value in the same row from a specified column.
Example: =INDEX(B1:C5, MATCH(A1, B1:B5, 0), 2)

14. 4 Analyzing Data with Pivot Tables

Pivot Tables are a powerful tool in MS Excel for analyzing and summarizing

data. They allow you to quickly and easily summarize data from a larger data
set into a smaller, more manageable table.

Steps to use pivot tables in Excel:

1. Prepare your data: Before creating a pivot table, make sure your data is

organized in a table format with columns for categories and rows for data.

2. Create a pivot table: To create a pivot table, select the data you want to use

and then go to the "Insert" tab and click "Pivot Table". You'll then be
 prompted to select the data range and where you want the pivot table to be

placed.

3. Organize the pivot table: In the pivot table field list, you can choose the fields
you want to include in the pivot table, such as the rows, columns, and values.

You can also choose to add calculated fields, such as averages or sums.

4. Summarize the data: You can summarize the data in the pivot table by
choosing a summarization method, such as sum, count, average, or others.

5. Analyze the data: You can use the pivot table to analyze your data by adding
and removing fields, changing summarization methods, and adding filters.

You can also create pivot charts to represent your data visually.

6. Refreshing the data: If the data in the original data set changes, you can
refresh the pivot table to reflect the updated data.

Business Intelligence Example using Pivot Table

Here's an example of how you could use pivot tables in business intelligence:

Suppose you are a sales manager at a retail company, and you want to analyze
the sales data for your stores over the last year. You have a data set with the

following columns: Date, Store, Department, Product, and Sales.

1. Prepare the data: Make sure the data is organized in a table format with the

correct column names.

2. Create the pivot table: Go to the "Insert" tab, click "Pivot Table," and select the
data range. Choose to place the pivot table in a new worksheet.

3. Organize the pivot table: In the pivot table field list, drag the "Store" and

"Department" fields to the Rows area, the "Product" field to the Columns area,
and the "Sales" field to the Values area.
4. Summarize the data: Choose the "Sum" summarization method for the "Sales"

field.

5. Analyze the data: The pivot table now displays the total sales for each store,
department, and product. You can use this information to identify which

stores and departments are performing well and which products are selling
the most.

6. Add a pivot chart: To represent the data visually, you can add a pivot chart by

clicking the "Pivot Chart" button in the "Analyze" tab. Choose the chart type
you want to use and customize it as needed.

7. Refreshing the data: If the data in the original data set changes, you can
refresh the pivot table to reflect the updated data.

14.5 Dashboarding in Business Analytics

Dashboarding in Business Analytics is a way of visualizing data in a clear and

concise manner, providing a snapshot of key performance indicators (KPIs)

and other important metrics for decision makers.

Purpose: The purpose of dashboarding in business analytics is to provide an

easy-to-use and intuitive interface for decision makers to access the

information they need to make informed decisions. Dashboards allow for the
quick and easy interpretation of complex data and highlight important trends
and patterns.

Components: The components of a dashboard typically include visualizations

such as charts, graphs, and tables, as well as key performance indicators (KPIs)

and other metrics that are important to the business. The dashboard can also
include buttons, drop-down menus, and other interactive elements to allow

users to control what information is displayed.

 Applications: Dashboarding in business analytics has a wide range of

applications, including monitoring business performance, tracking sales,

monitoring customer engagement, and measuring website traffic. It can also

be used to analyze financial data, supply chain data, and data from other areas
of the business.

Branded tools: There are several branded tools available for creating

dashboards, including Tableau, Power BI, QlikView, and SAP Lumira. These
tools offer a variety of features and capabilities, ranging from basic data

visualization to advanced data analysis and predictive modeling.

Limitations: While Dashboarding in business analytics is a powerful tool, it is

not without limitations. One of the main limitations is that dashboards are

only as good as the data that is fed into them. If the data is inaccurate or
incomplete, the dashboard will also be inaccurate. Additionally, dashboards

can be complex and difficult for some users to understand, and may require
training to use effectively. Finally, dashboards may not provide enough detail

for more in-depth analysis or may not be flexible enough to accommodate

changes in the business over time.

14.6 Data Analytics using Statistics

Data Analytics using statistics is the process of analyzing data and using statistical
methods to extract meaningful insights and make informed decisions.

Components: The components of data analytics using statistics include:

1. Data collection and preparation

2. Exploratory data analysis

3. Statistical modeling
4. Model validation and evaluation
 5. Interpretation of results

Purpose: The purpose of data analytics using statistics is to uncover patterns,

relationships, and trends in data and use them to make informed decisions. It
involves a systematic approach to the analysis of data, using statistical methods and

tools to extract insights and draw conclusions.

Steps: The steps in data analytics using statistics typically include:

1. Data collection and preparation

2. Exploratory data analysis to identify trends and relationships in the data

3. Model selection and specification, choosing the appropriate statistical models

to fit the data

4. Model fitting and estimation, estimating the parameters of the statistical

models
5. Model evaluation and validation, checking the goodness of fit and the validity

of the model assumptions

6. Interpretation of results, drawing conclusions and making decisions based on

the results of the analysis

Benefits: The benefits of data analytics using statistics include:

1. Improved decision making, as the insights gained from the analysis can be

used to make more informed decisions

2. Increased understanding of complex relationships and patterns in data

3. Better prediction and forecasting, using statistical models to predict future

outcomes and trends

4. Increased efficiency and effectiveness, as data analytics using statistics can

automate many manual processes and provide insights more quickly than

traditional methods.
Caution: While data analytics using statistics can provide valuable insights and inform

decision making, it is important to exercise caution when interpreting the results.

Some common pitfalls include:

1. Overfitting the data, fitting a statistical model too closely to the data, resulting

in poor predictions
2. Selection bias, choosing models or variables that give the desired result rather

than the most accurate result

3. Improper validation, not validating the models or checking the validity of the

assumptions
4. Confirmation bias, interpreting the results to confirm existing beliefs or

hypotheses rather than objectively evaluating the results.

Examples: Examples of data analytics using statistics include:

1. Customer segmentation, using statistical methods to group customers into

segments based on their characteristics and behaviors

2. Predictive modeling, using statistical models to predict future outcomes, such

as sales or customer churn

3. A/B testing, using statistical methods to compare the results of two different
treatments or interventions to determine which is more effective.

14.7 Power BI

Power BI is a business intelligence tool developed by Microsoft that provides

interactive visualizations and business intelligence capabilities with an interface that

is easy to use for end users to create their own reports and dashboards. It enables
users to connect, analyze, and share data from a variety of sources, including Excel

spreadsheets, on-premises databases, cloud-based data sources, and more.

The Key features of Power BI.

1. Data visualization: Power BI provides a wide range of interactive visualizations,

including charts, maps, and infographics, to help users quickly identify

patterns and trends in their data.

2. Data exploration: Power BI includes features that allow users to explore and
analyze their data, including drill-down capabilities, data slicing, and filtering.

3. Report sharing: Power BI allows users to share their reports and dashboards
with others in their organization, either through Power BI Service or Power BI

Report Server.
4. Collaboration: Power BI provides collaboration features that allow users to

work together on reports and dashboards, including the ability to share and
edit reports in real-time.

5. Integrations: Power BI integrates with a wide range of other Microsoft

products, including Excel, SharePoint, and Azure, as well as other data sources

such as SQL Server, Oracle, and Hadoop.

Power BI has many applications for business analytics. Some of them are given
below.

1. Sales analysis: Power BI can be used to analyze sales data to gain insights into

sales trends, customer behavior, and product performance.

2. Financial analysis: Power BI can be used to analyze financial data, such as

income statements, balance sheets, and cash flow statements, to gain insights
into the financial health of an organization.

3. Customer behavior analysis: Power BI can be used to analyze customer data,

such as demographics, purchase history, and satisfaction surveys, to gain

insights into customer behavior and preferences.

 4. Inventory analysis: Power BI can be used to analyze inventory data, such as

stock levels, sales patterns, and supplier performance, to optimize inventory

management.

5. Operations analysis: Power BI can be used to analyze operational data, such as

production metrics, machine utilization, and maintenance schedules, to

improve operational efficiency.

6. HR analysis: Power BI can be used to analyze HR data, such as employee

demographics, turnover rates, and performance metrics, to optimize HR

strategies.

7. Supply chain analysis: Power BI can be used to analyze supply chain data, such
as supplier performance, logistics metrics, and demand forecasts, to optimize

supply chain management.

14. 8 Summary

1. Business Analytics refers to the use of data, statistical algorithms, and machine

learning techniques to extract insights and knowledge from data to support

decision-making in an organization.

2. Business Analytics refers to the use of data, statistical algorithms, and machine
learning techniques to extract insights and knowledge from data to support

decision-making in an organization.

3. MS Excel is a powerful tool for business analytics that can help organizations to
make informed decisions.

4. Microsoft Excel is a powerful tool for Business Analytics and is widely used by

organizations of all sizes.

5. MS Excel provides a wide range of formatting and conditional formatting options

that can be used to make your data more organized and visually appealing.

6. Pivot Tables are a powerful tool in MS Excel for analyzing and summarizing data.

7. Pivot tables are a great way to quickly and easily analyze and summarize large
amounts of data.

8. Dashboarding in business analytics is a useful tool for visualizing and interpreting

data.

9. The purpose of dashboarding in business analytics is to provide an easy-to-use

and intuitive interface for decision makers to access the information they need to
make informed decisions.

10. Data Analytics using statistics is the process of analyzing data and using statistical

methods to extract meaningful insights and make informed decisions.

 UNIT – 15: PROGRAMMING BASICS AND DATA ANALYTICS WITH PYTHON

Names of Sub-unit: Python environment setup & essentials - Python

programming fundamentals - Statistical Computing - Mathematical computing
using NumPy - Data manipulation with Pandas - Data visualization with Python
Overview

Overview

Business Analytics refers to the use of data, statistical algorithms, and machine
learning techniques to extract insights and knowledge from data to support

decision-making in an organization. The goal of business analytics is to enhance an

organization's competitiveness by providing decision makers with the information

they need to make informed choices.

Microsoft Excel is one of the most widely used tools for data analysis and business

analytics. It provides a number of built-in functions and features that make it easy to
collect, clean, and manipulate data, as well as create visualizations, perform statistical

analysis, and build predictive models. Some of the key features of Excel that are
relevant for business analytics include:

• Data Management: Excel provides tools for organizing and cleaning data, such

as sorting, filtering, and pivot tables.

• Data Visualization: Excel allows users to create charts, graphs, and other

visualizations that can help to quickly identify patterns and trends in data.

• Statistical Analysis: Excel provides a number of built-in functions and tools for
performing statistical analysis, such as regression analysis, correlation analysis,

and hypothesis testing.

 • Predictive Modeling: Excel provides a number of features for building

predictive models, including tools for linear and logistic regression, decision
trees, and neural networks.

Excel is a powerful tool for business analytics that can help organizations to make

informed decisions by providing them with the information they need to understand
their data and the relationships within it.

Objectives In this Unit you will learn –

1. The fundamentals of Business Intelligence

2. The presence of Business Analytics functions is MS Excel

3. Application of Business Analytics in Different Sectors

4. About the features of PowerBI

Learning Outcomes

At the end of this Unit you would -

✓ Illustrate the meaning & importance of business analytics

✓ Examine the fundamentals of excel analytics functions & conditional
formatting.

Unit Pre-requisites – Basic knowledge about MS Excel, data analysis and statistics.

Pre-Unit Reading Material - NIL

Post-Unit Reading Material –

 15.1 Python Environment Setup & Essentials

To set up a Python environment, you need to install a Python interpreter on your

computer. You can either download the official Python distribution from the
Python website (https://www.python.org/downloads/) or use a package manager

for your operating system to install Python.

Once you have installed Python, you can start a Python shell or an IDE (Integrated
Development Environment) to write and run Python code. A popular IDE for

Python is PyCharm.

Here are some essential concepts and components that you should know to get

started with Python:

1. Variables: In Python, you can store values in variables. Variables can hold
different data types such as strings, integers, floating-point numbers, etc.

2. Data Types: Python has several built-in data types, including integers (int),

floating-point numbers (float), strings (str), lists (list), dictionaries (dict), etc.

3. Operators: Python provides various operators to perform operations on

values, such as arithmetic operators (+, -, *, /, %, etc.), comparison operators

(==, !=, >, <, >=, <=, etc.), and logical operators (and, or, not, etc.).

4. Conditional Statements: Conditional statements are used to make decisions

based on a certain condition. In Python, you can use the if statement to

perform an action only if a condition is met.

5. Loops: Loops are used to repeat a block of code multiple times. Python
provides two types of loops: for loops and while loops.

6. Functions: Functions are blocks of code that perform a specific task and can

be called multiple times. In Python, you can define a function using the def
keyword.
7. Libraries and Modules: Python has a large number of libraries and modules

that provide additional functionality. For example, the NumPy library is used
for numerical computing, and the Pandas library is used for data analysis

15.2 Python Programming Fundamentals

The essential Python programming fundamentals:

1. Syntax: Python has a simple and easy-to-learn syntax that emphasizes

readability and reduces the cost of program maintenance.

2. Indentation: Python uses indentation to define blocks of code, such as loops,

functions, and classes.

3. Variables: Variables are used to store data in Python, and you can assign
values to variables using the equal (=) sign.

4. Data Types: Python supports several built-in data types, such as numbers
(integer, float, complex), strings, lists, dictionaries, and tuples.

5. Operators: Python provides various operators for arithmetic, comparison,

assignment, logical, and bitwise operations.

6. Control Flow: Python supports conditional statements (if, elif, else), loops (for,

while), and functions to control the flow of execution of a program.

7. Functions: Functions are reusable blocks of code that can be called with
arguments. In Python, you can define functions using the "def" keyword.

8. Modules: Modules are collections of functions and variables that can be

imported and used in other Python scripts.

9. Exception Handling: Python provides an exception handling mechanism that

allows you to handle errors and exceptions in a program.

 10. Classes and Objects: Python is an object-oriented language, and classes and

objects are fundamental concepts in Python. Classes define the blueprint for
objects, and objects are instances of classes.

These are the basics of Python programming, and there is much more to learn

beyond these essentials. To get started with Python programming, it's

recommended to work on some simple projects and practice coding every day.

15.3 Statistical Computing

Statistical computing refers to the use of computer-based methods and algorithms

to perform statistical analysis and modeling. The field of statistical computing has

grown rapidly in recent years due to the increasing availability of data and the need
to analyze it efficiently and effectively.

One of the main goals of statistical computing is to automate repetitive and time-

consuming tasks in statistical analysis, such as data cleaning, data transformation,

and model fitting. By doing so, it enables statisticians and data scientists to focus on

the more interpretive and creative aspects of data analysis.

In statistical computing, various software packages and programming languages are

used to perform various statistical tasks. Some of the most commonly used
programming languages for statistical computing are R and Python. These languages

provide a wide range of tools and libraries for statistical computing, including data
visualization, data manipulation, and statistical modeling.

One of the key areas in statistical computing is data visualization, which involves

using graphical representations of data to gain insights into the relationships

between variables. This includes creating scatter plots, histograms, box plots, and

other types of plots to visualize the distribution of data and detect patterns and
trends.
Another important area in statistical computing is data manipulation, which involves

cleaning and transforming data to prepare it for analysis. This includes tasks such as
missing value imputation, outlier detection, and data normalization.

Statistical modeling is a central aspect of statistical computing and involves using

statistical algorithms to build models that describe the relationships between

variables in a dataset. This includes regression models, time series models, and

machine learning models. Statistical modeling can be used for a wide range of
applications, such as prediction, classification, and clustering.

15.4 Mathematical Computation using NumPy

NumPy is a Python library that is widely used for mathematical computing in the field
of scientific computing. It provides a powerful and efficient platform for working with

arrays and matrices, which are fundamental data structures in mathematical

computing.

One of the key features of NumPy is its support for N-dimensional arrays, which are

used to store large amounts of numerical data. These arrays are much more efficient
than lists or other data structures for mathematical computations, and they allow for
the implementation of complex mathematical operations in a concise and readable
way.

Another important feature of NumPy is its support for vectorized operations, which
allow for the efficient computation of operations on entire arrays in a single line of

code. This makes it possible to perform complex mathematical computations on

large amounts of data with minimal code, and it significantly speeds up the

development of numerical algorithms.

In addition to its support for arrays and vectorised operations, NumPy also provides
a range of functions and libraries for mathematical computing, including linear
algebra, random number generation, and Fourier transforms. This makes it a

comprehensive and versatile platform for mathematical computing, and it is widely

used in a range of fields, including machine learning, data analysis, and scientific

computing.

Another key feature of NumPy is its integration with other scientific computing
libraries, such as SciPy and Matplotlib. This makes it possible to use NumPy arrays as

inputs for a wide range of scientific and mathematical functions, and it provides a
seamless integration with other scientific computing tools

Sample Programs

1. Creating arrays: The most fundamental data structure in NumPy is the array.
You can create arrays from lists, tuples, or other arrays, and you can specify

the data type of the elements in the array.

Example :

import numpy as np

a = np.array([1, 2, 3, 4, 5])

print(a)

b = np.array([[1, 2, 3], [4, 5, 6]])

print(b)

c = np.zeros((3, 3), dtype=int)

print(c)
2. Array operations: NumPy provides a wide range of mathematical functions

that can be applied to arrays, including basic arithmetic operations,

trigonometric functions, and statistical functions.

import numpy as np
a = np.array([1, 2, 3, 4, 5])

b = np.array([10, 20, 30, 40, 50])

c=a+b

print(c)
d = np.sin(a)

print(d)
e = np.mean(a)

print(e)
3. Matrix operations: NumPy provides functions for matrix operations, such as

matrix multiplication, transposition, and determinant calculation.

import numpy as np

a = np.array([[1, 2, 3], [4, 5, 6]])

b = np.array([[10, 20, 30], [40, 50, 60]])

c = np.dot(a, b)
print(c)

d = np.transpose(a)
print(d)

e = np.linalg.det(a)
print(e)

4. Broadcasting: Broadcasting is a powerful feature of NumPy that allows you to

perform operations on arrays with different shapes, such as adding a scalar to

an array or multiplying an array by a matrix.

import numpy as np
 a = np.array([1, 2, 3, 4, 5])

b = 10
c=a+b

print(c)
d=a*b

print(d)

15.5 Data Manipulation with Pandas

Pandas is a library in Python that is widely used for data manipulation and analysis. It
provides a powerful and flexible platform for working with data, and it is particularly

well suited for working with tabular data, such as that found in spreadsheets and
databases.

One of the key features of Pandas is its support for data structures such as Series and

DataFrames, which are used to store and manipulate data. A Series is a one-
dimensional labeled array, and a DataFrame is a two-dimensional labeled data

structure with columns that can have different data types. These structures make it

easy to perform operations on data, such as filtering, grouping, and aggregating, and
they allow for the manipulation of large datasets in a readable and efficient way.

Another important feature of Pandas is its support for reading and writing data from

a variety of sources, including spreadsheets, databases, and text files. This makes it
easy to import data into a Pandas DataFrame for analysis, and it provides a

convenient way to export the results of an analysis back to a data source.

In addition to its support for data structures and data input/output, Pandas also
provides a wide range of functions and libraries for data manipulation and analysis,

such as grouping, aggregating, and joining data. These functions allow you to
perform complex data manipulations with minimal code, and they are essential for
data scientists, engineers, and researchers.
Pandas also provides integration with other libraries, such as NumPy, Matplotlib, and

scikit-learn, making it a comprehensive and versatile platform for data analysis. This
integration makes it possible to perform complex data manipulations and

visualizations, and it provides a seamless integration with other data analysis tools.

15.6 Data Visualization with Pandas

Data visualization is an important aspect of digital marketing, as it helps to visually

represent data and insights that are generated from marketing campaigns and other

digital marketing activities. Pandas, being one of the most popular data analysis
libraries in Python, provides several functions and features that can be used for data

visualization.

Data visualization is the process of representing data in a visual format, such as

charts, graphs, and maps. This can help to make data more understandable,
accessible, and actionable, by allowing patterns, trends, and relationships to be more

easily recognized and explored. Data visualization is an important tool for data
analysis, and is used in a variety of applications, including business, science, and

journalism.

Python is a popular and powerful programming language that provides a rich set of
libraries and tools for data visualization. Some of the most popular libraries for data

visualization in Python include Matplotlib, Seaborn, Plotly, and Bokeh. These libraries
provide a wide range of functionalities, from basic plotting and charting, to advanced

visualization techniques and interactive visualization capabilities.

Data visualization involves several concepts and components, including:

• Data: The data to be visualized, which can come from a variety of sources,

such as spreadsheets, databases, and APIs.

 • Visual Encoding: The way in which the data is represented visually, such as the

use of color, size, shape, and position.

• Visualization Techniques: The types of charts, graphs, and maps that can be
used to visualize data, such as bar charts, line charts, scatter plots, and heat

maps.

• Interactivity: The ability for users to interact with the visualization, such as
panning, zooming, and selecting data.

Data Visualization with Python: Methods

Data visualization in Python involves several methods, including:

• Plotting: Creating simple and basic visualizations, such as line plots, scatter
plots, and bar charts.

• Charting: Creating more advanced and sophisticated visualizations, such as

histograms, box plots, and violin plots.

• Mapping: Creating visualizations that are based on geographic data, such as

choropleth maps, heat maps, and bubble maps.

• Interactive Visualization: Creating visualizations that allow users to interact

with the data, such as zoomable and panable visualizations, and visualizations
with tooltips and hover effects.

Data Visualization with Python: Purpose and Advantages

The purpose of data visualization is to make data more accessible and

understandable, by allowing patterns, trends, and relationships to be more easily

recognized and explored. The advantages of data visualization in Python include:

• Improved Understanding: Data visualization can help to make data more

understandable, by allowing it to be represented in a visual format.
 • Increased Insights: Data visualization can help to uncover new insights and

patterns in data, that might not be immediately apparent from raw data.

• Improved Communication: Data visualization can help to communicate data

and insights to others, by making it more accessible and understandable.

• Increased Efficiency: Data visualization can help to make data analysis and

decision-making more efficient, by allowing trends and patterns to be more

easily recognized and explored.

Examples of using Pandas for data visualization in digital marketing:

1. Bar Plots: Bar plots are a simple and effective way to visualize data, and
Pandas provides a convenient function for creating bar plots.

2. Line Charts: Line charts are a useful way to visualize trends and changes over

time. Pandas provide a convenient function for creating line charts.

3. Pie Charts: Pie charts are a useful way to visualize proportions and ratios, and

Pandas provides a convenient function for creating pie charts.

4. Scatter Plots: Scatter plots are a useful way to visualize relationships between
two variables, and Pandas provides a convenient function for creating scatter

plots.
 15.7 Summary

1. Business Analytics refers to the use of data, statistical algorithms, and

machine learning techniques to extract insights and knowledge from data to

support decision-making in an organization.

2. Microsoft Excel is one of the most widely used tools for data analysis and
business analytics.

3. To set up a Python environment, one should install a Python interpreter on

your computer.

4. To get started with Python programming, it's recommended to work on

some simple projects and practice coding every day.

5. In statistical computing, various software packages and programming

languages are used to perform various statistical tasks.

6. NumPy is a Python library that is widely used for mathematical computing

in the field of scientific computing.