Ahmad Abdullah, Insight’s Lead, LinkedIn @amd4ahmad Digital Analytics Less Ink, More Think
Ahmad Abdullah,Insight’s Lead, LinkedIn
@amd4ahmad
Digital AnalyticsLess Ink, More Think
Data : Insights !!
BRAZIL GERMANY
Shots (on goal)Fouls
Corner KicksOffside Decisions
PossessionYellow Cards
Red CardSaves
1Goal
7Goals
18 (8)117352%103
14 (10)1450
48%007
Too much data, is it enough information ?
Digital Analytics - Definition
Agenda
1
Digital Analytics : An Evolution 2
Social Media Landscape3
Content Marketing4
Resources5
Digital Analytics - Definition
Agenda
1
Digital Analytics : An Evolution 2
Social Media Landscape3
Content Marketing4
Resources5
1
Definition
Definition - “Customer”
Steps In A Customer Journey
Evolution Of A Customer Journey
Definition - “Qualitative & Quantitative Data ”
Demographic Behaviour Surveys
Definition - “Outcome”
Definition - ‘Improvement’
ort
Example - Improvement ?
Digital Analytics - Definition
Agenda
1
Digital Analytics : An Evolution 2
Social Media Landscape3
Content Marketing4
Resources5
A Picture is worth a thousand words
A Picture is worth a thousand words
2011 2012 2013 2014 2015
A Picture is worth a thousand words
Web Analytics → Digital Analytics
More advanced, working at bigger companies multi-channel attribution, social media, device usage, etc.
doing Digital Analytics
Working at smaller business
Trying to figure out Conversion, & how to interpret Bounce Rate
doing Web Analytics
Digital Analyst
Web Analyst
Value Vs Volume
Digital Analytics Rocks !!
Digital Analytics - Definition
Agenda
1
Digital Analytics : An Evolution 2
Social Media Landscape3
Content Marketing4
Resources5
Let’s run the numbers
Source: Wearesocial.net
Let’s look a little closer
400
What does your ‘Customer’ do on social media ?
Consume Content“Digital Omnivores”
FB: 4.5 billion likes are generated dailyG+: The +1 button is hit 5 billion times per dayIG: 70 million photos and videos are sent dailyPT: 88% purchase a product they pinnedIN: 2 member joining every second
Social is just another channel creating value
“All social channels are equal (important), but some are more equal than others “
Example : LinkedIn Company Page
Digital Analytics - Definition
Agenda
1
Digital Analytics : An Evolution 2
Social Media Landscape3
Content Marketing4
Resources5
Content is the reason ‘search’ began in the first place
What is Content Marketing ?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Examples :
Examples :
Examples :
Resources:
● Avinash Kaushik's blog: http://www.kaushik.net● Justin Cutroni's blog: http://www.cutroni.com● Marketing Solution blog:
http://marketing.linkedin.com/blog● Ann Handley’s website: http://www.annhandley.com● LinkedIn Groups
Data → Insights → Story1
Takeaways !
Customers → Data → Outcome → Improve2
Digital Analytics is evolving. One has to keep learning.3
Social Media is here to stay and possibly drive the future. 4
Content is still the king.5
One More Thing ...
Are You A Digital Analyst ?
Thank you!