Related Research Articles
Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns toward effective decision-making. It can be valuable in areas rich with recorded information; analytics relies on the simultaneous application of statistics, computer programming, and operations research to quantify performance.
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings and increase the Call to action (CTA) on the website.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin.
A unique user is a term used in web analytics which refers to a website visitor that is counted only once, regardless of the number of pages they visit. This definition does not count repeat or returning users for a certain period of time and is typically determined by placing a cookie on user's device. A website's number of unique users is measured over a standard period of time. The metric is often quoted to potential advertisers or investors.
Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Marketing Mix Modeling (MMM) is used to estimate the impact of various marketing tactics on sales, which can then be used to forecast the impact of future sets of tactics. MMMs use statistical models, such as multivariate regressions, and use sales and marketing time series data. They are often used to optimize advertising mix and promotional tactics with respect to sales, revenue, or profit.
Keyword research is a practice search engine optimization (SEO) professionals use to find and analyze search terms that users enter into search engines when looking for products, services, or general information. Keywords are related to search queries.
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.
Social network advertising, also known as social media targeting, is a group of terms used to describe forms of online advertising and digital marketing that focus on social networking services. A significant aspect of this type of advertising is that advertisers can take advantage of users' demographic information, psychographics, and other data points to target their ads.
Call tracking software records information about incoming telephone calls, and in some regions even the conversation. Call tracking is a technology which can enable the pay per call, pay per minute or pay per lead business model, allowing the tracking of phone calls to be associated with performance-based advertising such as Google AdWords, SEO Services, Display and Electronic Direct Marketing, and supplying additional analytic information about the phone calls themselves. Call tracking is a method of performance review for advertising and/or staff. It is based on the technological possibility of measuring the behavior of callers and is thus the equivalent in telephony to the conversion tracking used on the internet. Via different channels, both procedures offer the opportunity of clearly assigning a customer response to a specific advertising medium.
In marketing, attribution, also known as multi-touch attribution, is the identification of a set of user actions that contribute to a desired outcome, and then the assignment of a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.
TubeMogul is an enterprise software company for brand advertising.
Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics' predecessor Urchin and, consequently, are supported out of the box by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website, and attribute the browser's website session and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports.
Social media reach is a media analytics metric that refers to the number of users who have come across a particular content on a social platform such as Facebook, Instagram or Twitter. Social media platforms including Facebook, Twitter, YouTube, Instagram, Spotify and many more have their own individual ways of tracking, analyzing and reporting the traffic on each of the individual platforms. Each platform allows their users, from everyday citizens to public figures and companies, to create posts and content, to be active on the platform and to interact with other users. These platforms are also a main source of communication between companies and their target audiences. By conducting research, companies are able to utilize analytical information, such as the reach of their posts, to better understand the interactions between the users and their content.
A customer data platform (CDP) is a collection of software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems. According to Gartner, customer data platforms have evolved from a variety of mature markets, "including multichannel campaign management, tag management and data integration."
Data-driven marketing is a process used by marketers to gain insights and identify trends about consumers and how they behave — what they buy, the effectiveness of ads, and how they browse. Modern solutions rely on big data strategies and collect information about consumer interactions and engagements to generate predictions about future behaviors. This kind of analysis involves understanding the data that is already present, the data that can be acquired, and how to organize, analyze, and apply that data to better marketing efforts. The intended goal is generally to enhance and personalize the customer experience. The market research allows for a comprehensive study of preferences.
Looker Studio, formerly Google Data Studio, is an online tool for converting data into customizable, informative reports and dashboards. Looker Studio was announced by Google on March 15, 2016 as part of the enterprise Google Analytics 360 suite, and a free version was made available for individuals and small teams in May 2016.
References
- 1 2 Mannes, John (May 23, 2017). "Google Attribution is a free and easy way to evaluate marketing efforts". TechCrunch. Retrieved July 5, 2024.
- ↑ "Marketing Attribution - Google Analytics & Google Analytics 360 | Bounteous". www.bounteous.com. Retrieved July 5, 2024.
- Mannes, John (May 23, 2017). "Google Attribution is a free and easy way to evaluate marketing efforts". Tech Crunch.
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