Hazmat suits and content zero: How I learned to study digital marketing like a disease
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Ever wonder how the CDC knows exactly how a disease outbreak occurred and who patient zero was? Imagine if you studied your digital campaigns like a disease outbreak, and the wealth of information you could know about your campaigns. We will dive into how one can go from studying disease to studying digital campaigns, and be successful.
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Hazmat suits and content zero: How I learned to study digital marketing like a disease
- 3. @hyunjeehale
- 4. The study of the distribution and determinants of health-related states and events in specified populations
- 5. John Snow One of the Fathers of Modern Epidemiology 1854 Broad Street Cholera Outbreak London
- 7. Where Do Epidemiologists Work?
- 15. Natural Hx of Disease Primary Prevention Secondary Prevention Interrelations of Agent, Host, and Environmental Factors Rxn of the Host to the Stimulus Levels of Preventive Measures Tertiary Prevention Rehabilitation Disability Limitation Early Dx & Prompt Tx Specific Protection Health Promotion Prepathogenesis Period Period of Pathogenesis Production of Stimulus Early Pathogenesis Discernible Early Lesions Advanced Disease Convalescence
- 16. Natural Hx of Digital Primary Promotion Secondary Promotion Interrelations of Target Audience, Digital Content & Environment Rxn of the Target Audience to the Digital Campaign Levels of Promotion Tertiary Promotion Maintenance Paid Advertising Audience Collection Content Marketing, SEO & Native Advertising Receptive, Undecided Path to Conversion & Retention Building Brand Awareness Interest & Consideration Actively Seeking Conversion Retention & Referrals
- 17. Web of Causation
- 18. Web of Digital
- 19. Epidemiologic Study Design Observational Cross-Sectional AnalyticDescriptive Case-Control Cohort
- 20. Digital Study Design Observational Analyze all visitors to a website and determine exposure to the campaign and conversion rates Analytic Target Audience Separate visitors into convertors and non-convertors and determine exposure Follow visitors who were exposed to a campaign vs. visitors who were not and determine rate of conversion
- 21. Epidemiologic Study Design Experimental Community Trials Clinical Trials Quasi- Experimental
- 22. Digital Study Design Experimental Change specific features of the digital campaign Random A/B testing of landing pages Focus Groups
- 23. Statistical Decision-Making Question of Interest Sample/Population Study Design Data Collection Description of the Data Formulate Hypothesis Inferential Statistics Interpretation of Results Additional Studies/Implement Program Initiatives
- 24. Digital Decision-Making Business Objective Target Audience Marketing Plan Data Collection Description of the Data Visitors are more likely to convert when X Test if your theory is correct using statistical models Reporting to internal teams and clients Develop modified digital strategy based on results
- 26. New and Existing Customers new existing bathtub (digital landscape) prevents drop-off existing retain lose
- 32. Years of Potential Life Lost (YPLL) Life Expectancy Age at Death
- 33. Years of Customer Lifetime Lost Avg. Customer Lifespan Number of Years a Customer at time of Loss
- 34. Measure for Assessment of Risk Absent TOTAL b Exposure Present Absent Disease Present a dc TOTAL a+c b+d a+b c+d a+b+c+d
- 35. Measure for Assessment of Conversion Absent TOTAL b Exposure Present Absent Conversion Present a dc TOTAL a+c b+d a+b c+d a+b+c+d
- 36. What’s Next?
- 39. Who Do You Need?
- 43. Coming in 2017 Data Detectives & Digital Space Finding the Signals within the Noise