Free tools for digital marketing analytics. Digital marketing glossary of analytics, metrics, key performance indicator (KPI), customer experience, interraction, customer journey, touchpoint, ecosystem. Why analytics is crucial for business?

1. Markus Aho

2. Analytics in general
Section 1

3. Glossary
Analytics = The field of data analysis. Analytics often involves studying past
historical data to research potential trends, to analyze the effects of certain
decisions or events, or to evaluate the performance of a given tool or
scenario. The goal of analytics is to improve the business by gaining
knowledge which can be used to make improvements or changes.
(Businessdictionary 2017)
Metrics = Standards of measurement by which efficiency, performance,
progress, or quality of a plan, process, or product can be assessed.
(Businessdictionary 2017)
Key performance indicators (KPI) are a set of quantifiable measures that a
company uses to gauge its performance over time. These metrics are used to
determine a company's progress in achieving its strategic and operational
goals. (Investopedia 2017) For example digital marketing KPI: number of
unique site visitors, Cost Per Action (CPA)...(Thakur 2015)

4. Glossary
Customer experience = Sum-totality of how customers
engage with your company and brand, not just in a
snapshot in time, but throughout the entire arc of being a
customer. (Richardson 2010)
What is an “interaction?” It’s when you and your
customers have a two-way exchange. When customers
navigate your Web site, call into your contact center, go
into your retail location, talk to one of your employees,
buy your products, use your products, respond to your
emails. (Manning 2010)

5. Glossary
Customer Journey: the journey that your customers take with your
company. What steps, activities, questions, barriers and emotions
come up throughout it. (Richardson 2010)
Touchpoints: products, web sites, advertising, call center, mobile app,
store etc. — that support the customer through their journey.
(Richardson 2010)
Ecosystems: any system or network of interconnecting and interacting
parts, as in a business: The success of Apple’s ecosystem depends on
hardware/software integration. Manufacturers, retailers, and
customers are all part of the automotive industry’s ecosystem.
(Dictionary 2017) Integrated ecosystems of products, software and
services open up new possibilities for customer journeys and
experiences in ways that more isolated touchpoints cannot.
(Richardson 2010)

6. Why digital analytics?
• “Analytics is a critical component to building
your business. Without analytics, you’ll be
running your website in the dark with no way
to know what’s working and what’s not. “
(Analytics Ninja 2015)
• “Understand which traffic sources are driving
visitors to your website.” (Thakur 2015)

7. Types of traffic
• Direct: Visitors that visit your site by typing your URL
into their browser, or through an undefined channel.
• Referral: Visitors that visit your site by clicking on a
URL on another website.
• Organic: Visitors that discover your website by entering
searching a keyword in a search engine (Google, Bing,
Yahoo) and that click on your listing.
• Campaign: Visitors that visit your website through a
dedicated campaign (CPC, Display etc) or clicking on a
link with certain tracking parameters.
(Thakur 2015)

8. Succeed indicators
• A high or improving goal conversion rate
related to any traffic source. (Thakur 2015)
• A high level of engagement that corresponds
to the completion of key marketing objectives.
(Thakur 2015)
• Increase in average session duration = visitor
spend more time on website (Servinsky 2015)

9. Good checklist of marketing goals
1. The truth test. Are we really measuring what we set out to measure?
2. The focus test. Are we only measuring what we set out to measure?
3. The relevancy test. Is it the right measure of the performance measure we want to
track?
4. The consistency test. Will the data always be collected in the same way whoever
measures it?
5. The access test. Is it easy to locate and capture the data needed to make the
measurement?
6. The clarity test. Is any ambiguity possible in interpreting the results?
7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test. Can the data be accessed rapidly and frequently enough for
action?
9. The cost test. Is the measure worth the cost of measurement?
10. The gaming test. Is the measure likely to encourage undesirable or inappropriate
behaviours?
(Soames 2015)

10. Section 2

11. What is Google Analytics?
• Google Analytics gives you the digital analytics
tools you need to analyze data from all
touchpoints in one place, for a deeper
understanding of the customer experience.
(Google 2017)

12. Benefits
• Segmenting your traffic (Analytics Ninja 2015)
• Dig into your traffic by geography to uncover new
markets and to provide the proper focus on your
primary markets. (Analytics Ninja 2015)
• Traffic sources (direct, social, search, display, email..)?
Which generated sales / traffic? (Aho 2015)
• Time spend? Which infomartion is helpful for
customer? (Aho 2015)
• How convert / example made purchase? (Aho 2015)

13. Google Analytics
• Log in: https://www.google.com/analytics/
• Get started:
https://support.google.com/analytics/?hl=en#
topic=3544906
• Its free analytics tool
• You need Google account and website
• If you don’t have accoint sign up
https://accounts.google.com/signup?hl=en

14. Google Analytics interface
(Google 2017)

15. For search engine optimizing
• https://www.google.com/webmasters/tools/
• Its free tool for SEO purposes. Track you site positions
in Google search with this Google Webmasters tools.
• How you site performs in Google?
• Which keywords generates traffic?
• Tips for better SEO
• You can also use Backlinko report about 200 factors
that are known improving rankings:
http://backlinko.com/google- ranking-factors
(Aho 2015)

16. Other analytics tools
• Server / admin panel analytics
– Awstats (www.awstats.org)
– Webalizer (www.webalizer.org)

17. References
Aho, 2015, Hakukoneoptimointi ja hakukonemainonta perusteet
https://www.slideshare.net/funlus/hakukoneoptimointi-ja-hakukonemainonta-perusteet
Analytics Ninja, 2015, Using Google Analytics to Grow Your Business
http://www.analytics-ninja.com/blog/2015/10/using-google-analytics-to-grow-your-business.html
Businessdictionary, 2017, Definition of analytics and metrics, http://www.businessdictionary.com/definition/analytics.html
http://www.businessdictionary.com/definition/metrics.html
Dictionary, 2017, Definition of ecosystem
http://www.dictionary.com/browse/ecosystem
Google, 2017, Improve the customer experience with digital analytics
https://www.google.com/intl/en_uk/analytics/analytics/features/
Investopedia, 2017, Key Performance Indicators - KPI
http://www.investopedia.com/terms/k/kpi.asp
Manning, 2010, Customer Experience Defined
http://blogs.forrester.com/harley_manning/10-11-23-customer_experience_defined
Richardson, 2010, Understanding Customer Experience
https://hbr.org/2010/10/understanding-customer-experie
Servinsky, 2015, How to Increase the Time Visitors Spend on Your Website – and Why It Matters
https://hingemarketing.com/blog/story/how-to-increase-the-time-visitors-spend-on-your-website-and-why-it-matters
Soames, 2015, Setting goals for digital marketing campaigns
http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/using-race-smart-set-campaign-goals/
Thakur, 2015, The 7 Most Important Digital Marketing KPI's to Track
https://www.linkedin.com/pulse/7-most-important-digital-marketing-kpis-track-rameshwar-thakur