Attribution Modelling in Google Analytics and Beyond

Author: Himanshu Sharma
Publisher:
ISBN: 1366694570
Release Date: 2016-12-05
Genre:

Attribution modelling is the process of understanding and assigning credit to the marketing channels which eventually lead to conversions. The objective of attribution modelling is to understand the buying behaviour of your website visitors and to determine the most effective marketing channels for investment.What is this book about?This book has been written to help you implement attribution modelling in your organization. It will teach you to leverage the knowledge of attribution modelling while allocating your marketing budget and help you to understand your user's buying behaviour. In this book there is a strong focus on using Google Analytics and other Google tools and technologies, such as Google AdWords. I have explained various attribution models mainly in the context of Google Analytics. What is not included in this book?This book is not about traditional marketing mix modelling (MMM) or understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. Consequently, there is little to no use of statistics in this book. This book is not about getting started with Google Analytics or how to master Google Analytics.What do you need to know in advance in order to benefit from this book?In order to get the maximum benefit from this book, you will need a working knowledge of Google Analytics and e-commerce. No knowledge of statistics or traditional marketing mix modelling is required.Who should read this book?Any person who wants to improve the online performance of their business and marketing campaigns should read this book. Online marketers, web analysts and data scientists will benefit the most from this book. If you have a strong background in traditional marketing mix modelling (MMM) you will benefit tremendously from this book because it will enable you to integrate attribution modelling data with your MMM data.

Digital Analytics for Marketing

Author: Marshall Sponder
Publisher: Routledge
ISBN: 9781317278436
Release Date: 2017-10-05
Genre: Business & Economics

This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices for using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The author covers timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening learning by helping them to think outside the box. Filled with engaging, interactive exercises, and interesting insights from an industry expert, this book will appeal to students of digital marketing, online marketing, and analytics. A companion website features an instructor’s manual, test bank, and PowerPoint slides.

Successful Analytics ebook 2

Author: Brian Clifton
Publisher: BookBaby
ISBN: 9781910591024
Release Date: 2015-01-12
Genre: Business & Economics

This new book from the acclaimed author of Advanced Web Metrics puts you in control of your data showing you how to be successful in your organization. This book is for you if you are: - a digital analyst working with Google Analytics and wishing to go to the next level of your career. - a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy. - a student of quantitative marketing (or economics and management) looking to gain a detailed knowledge of what it takes to be successful with Google Analytics. For all of the above, your ultimate interest is in insights and knowledge, not more data! Top Three Take Aways 1. This book is about using Google Analytics in an enterprise environment - to embolden your organisation to actually use its data for important decisions – that is, not just be a hit counter. 2. This book is about team work – providing the methods and processes to bridge the often daunting gap between practitioners and senior management. 3. This book is about data trust – helping you ensure you have the best data quality so the rest of the organisation can trust and rely on it. Specific recommendations on: - How to audit your data (without looking at code) to ensure good data quality and trust - How to assess the investment in tools and team - How to ensure your team focuses on insights, not data - Understanding KPI selection and the dashboards required to convey them - Telling stories with data - Real world insights from major brands showing the difference knowledge makes eBook1 contains chapters 6-10 (out of 10)

Display Advertising

Author: David Booth
Publisher: John Wiley & Sons
ISBN: 9781118240298
Release Date: 2012-09-11
Genre: Computers

A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.

Successful Analytics ebook 1

Author: Brian Clifton
Publisher: BookBaby
ISBN: 9781910591017
Release Date: 2015-01-12
Genre: Business & Economics

This new book from the acclaimed author of Advanced Web Metrics puts you in control of your data showing you how to be successful in your organization. This book is for you if you are: - a digital analyst working with Google Analytics and wishing to go to the next level of your career. - a manager of data who needs a solid understanding of best practice website measurement, the capabilities of Google Analytics, and how to guide your organisation’s digital strategy. - a student of quantitative marketing (or economics and management) looking to gain a detailed knowledge of what it takes to be successful with Google Analytics. For all of the above, your ultimate interest is in insights and knowledge, not more data! Top Three Take Aways 1. This book is about using Google Analytics in an enterprise environment - to embolden your organisation to actually use its data for important decisions – that is, not just be a hit counter. 2. This book is about team work – providing the methods and processes to bridge the often daunting gap between practitioners and senior management. 3. This book is about data trust – helping you ensure you have the best data quality so the rest of the organisation can trust and rely on it. Specific recommendations on: - How to audit your data (without looking at code) to ensure good data quality and trust - How to assess the investment in tools and team - How to ensure your team focuses on insights, not data - Understanding KPI selection and the dashboards required to convey them - Telling stories with data - Real world insights from major brands showing the difference knowledge makes eBook1 contains chapters 1-5 (out of 10)

Digital Analytics Primer

Author: Judah Phillips
Publisher: FT Press
ISBN: 9780133552102
Release Date: 2013-10-11
Genre: Computers

Learn the concepts and methods for creating economic and business value with digital analytics, mobile analytics, web analytics, and market research and social media data. In Digital Analytics Primer , pioneering expert Judah Phillips introduces the concepts, terms, and methods that comprise the science and art of digital analysis for web, site, social, video, and other types of quantitative and qualitative data. Business readers—from new practitioners to experienced executives—who want to understand how digital analytics can be used to reduce costs and increase profitable revenue throughout the business should read this book. Phillips delivers a comprehensive review of the core concepts, vocabulary, and frameworks, including analytical methods and tools that can help you successfully integrate analytical processes, technology, and people into all aspects of business operations. This unbiased and product-independent primer draws from the author's extensive experience doing and managing analytics in this field.

Give Your Marketing a Digital Edge A 10 Book Bundle Special Edition

Author: Gabriela Taylor
Publisher: Global & Digital
ISBN: 9781909924307
Release Date: 2013-10-06
Genre: Business & Economics

She has done the hard work of evaluating and learning how to use all the different online sites and tools that can help your business soar, and she has combined that knowledge into Give Your Marketing a Digital Edge, an inexpensive 10 titles in two books that you'll refer to again and again. Here's what the Give Your Marketing a Digital Edge includes: Budget Marketing - How to Start & Market an Online Business with Little or Zero Marketing Budget: why pay for online tools when there are fantastic free ones available that will help your business for absolutely nothing? Targeting Your Market - Marketing Across Generations, Cultures & Gender: marketing by demographics can be as simple as not advertising baby diapers on a site aimed at Baby Boomers. But the truth is there's a lot more to know if you want to maximize business success and avoid blunders. Plan, Create, Optimize, Distribute - Your Strategic Roadmap to Content Marketing Success: by mastering content marketing, you can connect with customers on a personal level, build a relationship, call your audience to action, and provide a platform for customer feedback. Google Best Practices - How to Build and Market Your Business with Google: YouTube, Google+, Google+ Local, Google News, Google SEO, AdWords, AdSense, etc. - this book tells you how you can make money using everything Google has to offer. Socialize to Monetize - How To Run Effective Social Media Campaigns across the Top 25 Social Networking Sites: by mastering content marketing, you can connect with customers on a personal level, build a relationship, call your audience to action, and provide a platform for customer feedback. Pinterest Marketing - The Ultimate Guide: if your customers are on Pinterest, you need to be there too! Leverage the power of visual marketing with one of the best tools ever invented to increase sales for your business. Tumblr for Business - The Ultimate Guide: learn how to use Tumblr to showcase your brand to a worldwide audience, create social buzz, and take your business to the next level. Advertising in a Digital Age - Best Practices for AdWords and Social Media Advertising: learn how to use online advertising to reach more people, interact with your community, collect feedback and monitor results in real-time, adjust your advertising quickly, and target and retarget your messages for relevancy all on a tiny budget. Mobilize to Monetize - The Fast Track to Effective Mobile Marketing: when you use mobile technology to promote a brand and its products and services anytime, from anywhere, you can target your messages based on information you already have and engage your customers directly. Globalize to Monetize - Taking Your Online Business to New Markets: marketing globally requires cultural understanding and overcoming barriers of language and culture are crucial to successfully market globally.

Emarketing Excellence

Author: Dave Chaffey
Publisher: Routledge
ISBN: 9781136181450
Release Date: 2013-03-05
Genre: Business & Economics

Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes brand new sections on online marketing legislation and QR codes, plus an expanded section on email marketing, the most commonly used e-marketing tool. Offering a highly structured and accessible guide to a critical and far-reaching subject, Emarketing Excellence 4e provides a vital reference point for all students of business or marketing and marketers and e-marketers involved in marketing strategy and implementation and who want a thorough yet practical grounding in e-marketing.

Data Driven Marketing

Author: Mark Jeffery
Publisher: John Wiley & Sons
ISBN: 9780470504543
Release Date: 2010-02-08
Genre: Business & Economics

Praise for Data-Driven Marketing "To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability." —John M. Boushy, former CEO, Ameristar Casinos, Inc. "A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines." —Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy "Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing." —David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont "Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about—and wants to improve upon—the science of their craft." —Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

Beyond Databases Architectures and Structures Towards Efficient Solutions for Data Analysis and Knowledge Representation

Author: Stanisław Kozielski
Publisher: Springer
ISBN: 9783319582740
Release Date: 2017-06-04
Genre: Computers

This book constitutes the refereed proceedings of the 13th International Conference entitled Beyond Databases, Architectures and Structures, BDAS 2017, held in Ustroń, Poland, in May/June 2017. It consists of 44 carefully reviewed papers selected from 118 submissions. The papers are organized in topical sections, namely big data and cloud computing; artificial intelligence, data mining and knowledge discovery; architectures, structures and algorithms for efficient data processing; text mining, natural language processing, ontologies and semantic web; bioinformatics and biological data analysis; industrial applications; data mining tools, optimization and compression.

The Handbook of the Psychology of Communication Technology

Author: S. Shyam Sundar
Publisher: John Wiley & Sons
ISBN: 9781118426524
Release Date: 2015-01-20
Genre: Social Science

The Handbook of the Psychology of Communication Technology offers an unparalleled source for seminal and cutting-edge research on the psychological aspects of communicating with and via emergent media technologies, with leading scholars providing insights that advance our knowledge on human-technology interactions. • A uniquely focused review of extensive research on technology and digital media from a psychological perspective • Authoritative chapters by leading scholars studying psychological aspects of communication technologies • Covers all forms of media from Smartphones to Robotics, from Social Media to Virtual Reality • Explores the psychology behind our use and abuse of modern communication technologies • New theories and empirical findings about ways in which our lives are transformed by digital media

Quantitative Management of Bond Portfolios

Author:
Publisher:
ISBN: 0691128316
Release Date: 2007
Genre: Business & Economics

Covers a range of subjects of concern to portfolio managers - investment style, benchmark replication and customization, managing credit and mortgage portfolios, managing central bank reserves, risk optimization, and performance attribution. Divided into two parts, this book provides solutions and methodologies based on investor inquiries. The practice of institutional bond portfolio management has changed markedly since the late 1980s in response to new financial instruments, investment methodologies, and improved analytics. Investors are looking for a more disciplined, quantitative approach to asset management. Here, five top authorities from a leading Wall Street firm provide practical solutions and feasible methodologies based on investor inquiries. While taking a quantitative approach, they avoid complex mathematical derivations, making the book accessible to a wide audience, including portfolio managers, plan sponsors, research analysts, risk managers, academics, students, and anyone interested in bond portfolio management. The book covers a range of subjects of concern to fixed income portfolio managers - investment style, benchmark replication and customization, managing credit and mortgage portfolios, managing central bank reserves, risk optimization, and performance attribution. The first part contains empirical studies of security selection versus asset allocation, index replication with derivatives and bonds, optimal portfolio diversification, and long-horizon performance of assets