Intermediate Digital Marketing

Chapter 4: Marketing Analytics

4.1 Analytics Setup

Comprehensive analytics setup enables accurate measurement and data-driven decision making. Configure tracking across all marketing channels for complete visibility.

Analytics Setup Components:

• Website Analytics: Google Analytics, Adobe Analytics
• Conversion Tracking: Goal and event tracking
• E-commerce Tracking: Transaction and revenue tracking
• Campaign Tracking: UTM parameters and tagging
• Cross-Domain Tracking: Track across multiple domains

Google Analytics Setup:

• Install tracking code on all pages
• Set up goals and conversions
• Configure e-commerce tracking
• Set up custom dimensions
• Create custom reports and dashboards

Campaign Tracking:

• Use UTM parameters for campaigns
• Tag all marketing links
• Track source, medium, campaign
• Monitor campaign performance
• Analyze traffic sources

Conversion Tracking:

• Set up goal tracking
• Track form submissions
• Monitor downloads
• Track email sign-ups
• Measure sales and revenue

4.2 Data Analysis

Analyze marketing data to extract insights, identify trends, and make informed decisions that improve campaign performance.

Analysis Types:

• Descriptive Analytics: What happened (reports, dashboards)
• Diagnostic Analytics: Why it happened (drill-down analysis)
• Predictive Analytics: What might happen (forecasting)
• Prescriptive Analytics: What should be done (recommendations)

Key Analysis Areas:

• Traffic Analysis: Sources, channels, trends
• Conversion Analysis: Conversion rates, funnels, paths
• Campaign Analysis: Performance, ROI, optimization
• Audience Analysis: Demographics, behavior, segments
• Content Analysis: Performance, engagement, effectiveness

Analysis Techniques:

• Segment data for deeper insights
• Compare time periods
• Identify correlations
• Find anomalies and outliers
• Create visualizations

4.3 Reporting and Dashboards

Create comprehensive reports and dashboards for stakeholders.

• Design custom dashboards
• Automate report generation
• Share insights with team
• Create executive summaries
• Track KPIs regularly

4.4 Analytics Best Practices

Follow best practices for effective marketing analytics.

• Set up tracking correctly
• Maintain data quality
• Analyze regularly
• Share insights with team
• Use data to make decisions