Chapter 16: ANALYTICS AND

REPORTING
- THE DATA LANDSCAPE
- THE RELIABILITY OF DATA-BASED DECISIONS
- WHAT ARE THE ANALYTIC
- TOOLS AND TECHNOLOGY
- ATTRIBUTION MODELLING
-REPORTING
 OVERVIEW:
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A DIGITAL LANDSCAPE
is a collective name for websites, email, social
networks, mobile devices (tablets, iphones,
smartphones), videos (YouTube), etc. These tools help
businesses sell their products or services.
They’re all part of one landscape, but it’s often easier to
consider each section separately.
DIFFERENT TYPES OF
LANDSCAPES:
 SOCIAL MEDIA
LANDSCAPE
The social media landscape includes sites like YouTube and
Facebook. These platforms tend to have broad access to
users and distinctive characteristics.

However, each one functions separately, so you can’t always

apply the knowledge you’ve gained from one to any other.
MARKETING LANDSCAPE
The marketing landscape includes the digital tools and
techniques you can use to market to customers. This frequently
crosses over with the social media landscape but also includes
other marketing tactics like Google’s services, blog posts, and
offline content that intersects with or directs people to your
website.
TECHNOLOGY LANDSCAPE
The technology landscape includes the tools people use to access the
internet, as well as the hardware and software you have access to.
This is distinct from the marketing landscape but includes the underlying
tools you might apply to marketing.
MEDIA LANDSCAPE

The media landscape is important because it’s arguably the most

challenging part to control, so you may need to adapt to it instead of
trying to direct it.
 WHY IS GOING DIGITAL
IMPORTANT FOR A BUSINESS?
People access the internet in more ways than they used to. Browsers are still a popular
choice on desktops, but people can also use apps on desktop or mobile devices. Each of
these has their own interfaces and ways of impacting the overall customer experience
and therefore exist as different marketing channels. Most companies cannot afford to
ignore the digital realm. Even stores that are mainly physical need a digital presence to
get found because that’s how customers are looking for them. Consider Apple. For
many years, they’ve locked their mobile devices to make it hard for anyone else in the
private sector to install things on iOS devices without going through their app store and
their rules. This kind of monopoly-like control isn’t a new idea, but it stops business
owners from relying on certain types of marketing strategies. They’re all part of one
landscape, but it’s often easier to consider each section separately.
COMPONENTS OF DIGITAL LANDSCAPE
THE RELIABILITY OF DATA-
BASED DECISIONS
DATA RELIABILITY
is the extent to which your data is consistent, accurate,
and trustworthy. It is crucial for market research, as
unreliable data can lead to wrong conclusions, poor
decisions, and wasted resources.
EXAMPLE OF DIGITAL DATA-BASED USED
IN MARKETING
WHAT ARE ANALYTICS?
DIGITAL ANALYTICS
are quantitative measurements of the performance of
online content, including advertising campaigns, social
media, and websites. That means digital analytics provide
information from digital sources on how customers respond to
or interact with your content and marketing campaigns.
CONVERSION RATE
measures the number of users who converted as a
percentage of the total number of users that visited
your site. The higher your conversion rate, the more
effective your content. In the marketing world,
conversions refer to the moment when a user responds to
a call to action.
CONVERSION RATE METRIC
CAMPAIGN ANALYTICS
Is the data pertaining to the results of marketing campaigns. Marketing
may be running promotional campaigns via email or even through social
media. In order to measure the ROI of these marketing efforts, it is
necessary to analyze and test various parameters.
DATA ANALYTICS
Is information such as facts and numbers used to analyze something or
make decisions. Computer data is information in a form that can be
processed by a computer.
GOOGLE ANALYTICS
Is a platform that collects data from your websites and apps to create
reports that provide insights into your business.
SALE REVENUE
Is the income a business generates from the sale of goods or services.
It's recognized on the income statement for the month when the product is
delivered or the service is fulfilled. Sales revenue is probably the most-
cited and most pressing metric for organizations of all sizes.Feb 6, 2023.
 CUSTOMER BEHAVIOR
ANALYTICS
form the basis of clear customer knowledge. Organizations
that have insight into which customers bought what, when,
and via which channels gain a competitive advantage
because they are better equipped to make data-based
marketing decisions.
WEBSITE ANALYTICS
Is the collection, reporting, and analysis of website data.
The focus is on identifying measures based on your
organizational and user goals and using the website data
to determine the success or failure of those goals and to
drive strategy and improve the user’s experience .
TOOLS AND TECHNOLOGY

is an electronic, digital, or physical resource that can

support teachers in the delivery and testing of content.
Technology tools include apps, platforms, and software, and
can be used in virtual, hybrid, or traditional learning
environments.
ATTRIBUTION MODELLING
An attribution model is the rule, or set of rules, that
determines how credit for sales and conversions is
assigned to touchpoints in conversion paths. For
example, the Last Interaction model in Analytics assigns
100% credit to the final touchpoints that immediately
precede sales or conversions.
ATTRIBUTION MODELLING
IN PPC
REPORTING
WEBSITE TRAFFIC
refers to web users who visit a website. Web traffic is
measured in visits, sometimes called "sessions," and is a
common way to measure an online business
effectiveness at attracting an audience.
CAMPAIGN REPORTS
includes real-time campaign data, campaign reach
metrics, opens by time, and opens by location, giving
you an overview of how well that campaign has
performed.
MARKETING REPORTING

is the process of gathering and analyzing marketing

data to create a clear report. The goal is to inform
future marketing decisions, strategies, and performance.
Great digital marketing reports uncover meaningful,
actionable insights and inspire action.
CONTENT MARKETING REPORT
is a way that you can analyse various metrics that
show how your content is performing. It allows you to
view what is and isn't working, making you aware of
what content needs to be changed, improved, or kept
ongoing in order to reach your business goals.
CONVERSION RATES
measures the number of users who converted as a
percentage of the total number of users that visited
your site. The higher your conversion rate, the more
effective your content. In the marketing world.
FACEBOOK ADS
are targeted to users based on their location,
demographic, and profile information. Many of these
options are only available on Facebook. After creating
an ad, you set a budget and bid for each click or
thousand impressions that your ad will receive.
RETURN ON INVESTMENT
(ROI)
is a performance measure used to evaluate the efficiency or
profitability of an investment or compare the efficiency of a
number of different investments. ROI tries to directly measure
the amount of return on a particular investment, relative to the
investment's cost.
 SUMMARY:
Digital Marketing Strategy:
An integrated approach to online marketing.

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