The first deck used in a professional certification course for the University of Washington on digital marketing analytics. The first quarter is built on the foundation of how digital marketing works, the second quarter is getting deeper into specific tools and the third quarter is all case studies and class projects.

1. Digital Marketing Analytics
Fall Quarter – Session One – Launch + Identifiers + Privacy

2. Today
Course Set-Up1
2
3
4
Data Types and Primary Uses
Privacy and Identification
Digital Systems Overview

3. COURSE SET-UP1

4. • Marketing Data Landscape & Tools
– Scott Fasser – Hacker Agency - Fall
• Digital Marketing Measurement Methods
– Ben Brubaker – Wunderman - Winter
• Drawing Insight from Data
– Dell Monson – Add3 - Spring
Conversation Leaders

5. Why are we here?

6. Great Digital Marketers
• Embrace data
• Understand targeting & audiences
• Enjoy technology
• Are always testing and optimizing
• Learn on a daily basis
• Know how to tell a story

7. Program Objectives
• Learn how major digital systems work
• Understand how data drives those systems
• Learn methods to connect those systems
• Exposure to advanced methods of data
manipulation and analysis
• How data is applied to a range of marketing
situations for success (or failure)

8. Leave this Program With…
• The ability to have more meaningful conversations
with a wider group of people in an organization
• See opportunities to drive digital marketing
programs forward in a way you haven’t seen
before
• Be the go to person on how things work and where
the opportunities to improve are
• Have a resource base to draw from for answering
specific questions and learning
• Skills on manipulating data
• Be brave in the face of big data

9. What You WON’T Get
• Deep expertise in any one system
• A complete stats course
• Competence in any single software
program
• Certification on more than marketing
analytics in class

10. What Do You Want?

11. Your Responsibility
• Show Up
• Ask Questions
• Be Engaged
• Do the Work
• Network, Network, Network

12. DIGITAL SYSTEMS OVERVIEW2

13. What IS The Internet?
The internet is
a series of connected servers
that enables the controlled flow of data
from connected device to connected device
using a standard internet protocol (TCP/IP)

14. Consistent Data Questions
• What is the business objective of the data?
• How is the data captured
• What unique identifier is used
• How/where is the data stored
• How do we get data out of the system?
• What reporting or insight is available?
• Does the data connect with other systems?

15. Primary Web Business Objectives
• E-commerce > online sales
• Lead Generation > contact information
for sales leads
• Content Publishing > more page views,
more advertisements
• Online Info/Support > help customers
find information, self-support
• Branding > drive awareness,
engagement and loyalty

16. Amazon.com – A Complete System
• Acquisition Data
• Cross-Selling
• On-Site
Merchandizing
• Personalization
• Testing Team
• Deep Website
Analytics
• Life Time Value
Analysis
• Widely Used
Data within Org.

17. Website
Web
Analytics
Addressable
Media
Direct Mail
Email
Retail
Locations
Data
Append
Other
Channels
Call
Centers
Ad
Network
Reach
Mailing Address
Email Address
Pass through marketing source
Codes and products/services/etc.
Marketing Source Codes
On Destination URLs
Backend
User
Database
Mobile
Network
Re-targeting
Look a like
Targeting
Conversation
Optimization Marketing
Data Mart
Data
Processing
Algorithms
Exchanges
Matching
Login or
purchase
3rd party
Tracking
Pixels
Data
Modeling
Use behavioral and modeled score
data to personalize web site

18. Systems We’ll Cover
• Intro to Digital Data & Systems
• How Websites Work & Intro to Web Analytics
• Free Data - Google Analytics – Advanced
• Ad Serving Technologies & Systems
• The Secret of Search – Organic and Paid
• It Just Works - Email – Database, Delivery, Readers
• Revenue Machine - CRM and Backend Systems
• The Internet of Things - Mobile/Connected Devices
• Tools of the Trade - Excel and SQL
• Next Level Data - Social Media

19. DATA TYPES + PRIMARY USES3

20. The Business Questions
• What are you measuring? How often?
• Is it the right thing?
• If KPI’s improve, will it improve the
business? If so, how?
• What does success look like?
• How did it improve? What caused the
change in KPI’s?
• What did we learn from it?
• What can apply to other systems?

21. Types of Data
Offline Data
• Household Data
• Real Estate Data
• Financial Data
• Health Data
• Lifecycle Triggers
• Retail/Store Data
Online Data
• Website Data
• Online Behavior
• Media Delivery
• E-Commerce
• Social Media Info

22. Acxiom Household File
• Acxiom is a large data aggregator
• http://www.aboutthedata.com
• Connector of several systems
• Large companies append data to their
customer files

23. Productive Uses of Data
• Creative Optimization
• Content Optimization
• Campaign Optimization
• Website Optimization
• Conversion Optimization
• Performance Optimization
• Campaign Reporting
• Executive Reporting > Dashboarding
• Attribution Analysis
• Analysis and Insight
• Loyalty Programs and Gameification
• Privacy and Compliance

24. IDENTIFICATION & PRIVACY4

25. ONLINE AUDIENCE IDENTIFICATION
Pre-Social Pre-Mobile Social + Mobile
Single social user login across websites,
browsers, services and devices
Cookies are primary identifier and center
of optimization at browser level
What’s Next
Offline to Online Connections
Facebook ID + Atlas Cookie

26. What’s a Cookie?
• A cookie is a text file that lives in a browser
(Firefox, Chrome, IE)
– 247 Real Media – OAX -qshEAVF1pYIABomj
– Three browsers, three cookies
• 1st Party Cookies vs 3rd Party Cookies
– 1st - Set by the domain you are on currently
– 3rd – Set by a 3rd party like an ad server
• Cookie blocking is set in security settings
• Session Cookies vs Persistent Cookies
• Local Shared Object (LSO) or Flash Cookies

27. The Problem with Cookies
• No Cross Browser Unification
• Cookie Deletion & Decay
• Cookie Blockers
• Mobile Devices – iOS primarily –
don’t accept cookies
• Global Differences
– EU Cookie Law – Positively Accept Cookies

28. The Beauty of Cookies
• Website browsing benefits
– Remember state
– Look-up your login information
• Targeting benefits
– Better, more relevant advertisements
• Better analytics
– Google Analytics, etc. rely on cookies
• Anonymous
– A simple text file > no PII attached

29. IP Address
• IP = Internet Protocol
• Type into Google
“What is My IP
Address?”
• EVERY device
connects with an IP
• EVERY connected
servers has an IP
• Location
• Dynamic vs Static
• Company

30. Mobile
Identification
International Mobile Station
Equipment Identity Number
Check IMEA#
http://www.imei.info/
ICCID > SIM Card ID

31. Account Centric Identification
• One login across all devices
– Mobile, Tablet, Browsers
• One login across applications
– Email address is the identifier
– Gmail, Google Analytics, YouTube
• Social Sign-On
– Using Facebook login on other sites
– Combines Facebook data with other sites

32. Atlas + Facebook
• A new platform for identification
• Combining Facebook ID with Atlas
Cookie
• What does this mean for unique ID’s?

33. New
Privacy
Tool for
Facebook

34. PII vs Non-PII
http://en.wikipedia.org/wiki/Personally_identifiable_information
• PII is Personally Identifiable Information
– Identify, locate or contact a single person
– Can tie to cookie with permission
• Non-PII
– Behavioral data, web surfing, etc.
– Tied to cookie regardless of permission if not
blocked
• PHI – Personal Health Information
– Higher standards of capture and use
– ISO certifications

35. Which Ones are PII?
• Zip Code + Four
• Mobile Device ID
• Credit Score
• Email Address

36. Privacy Laws
• Child Privacy Laws – COPA
• Email Privacy Laws – CAN SPAM
• European (EU) Cookie Law
– Positive acceptance of cookies
– Deletion of unnecessary data
– Strict opt-in for email addresses

37. Key Roles in the Data World
Role Type of Conversation
Marketing Strategy Size & location of target audience
Marketing Operations Campaign tracking, source codes
System Administrators Passwords, servers, internal systems
Database Administrators Data capture and processing needs
Business Analyst What business questions? Reporting formats?
Targeting Analyst Who and how are we targeting
Developer How is data captured?
Project Manager What pieces do we need to have in place?
Creative Team What data insights drive ah-ha creative
Testing Team What data will give us an answer to
hypothesis?
Agency What is the data capture and reporting
strategy? What are the results/insights?

38. Story Time!

39. Key Take A Ways
• Networking is Important
• Smart Data > Big Data
• Think in Terms of Systems
• Know Your Unique Identifiers
• Protect Your Yourself by Knowing
Privacy and PII/PHI constraints

40. Homework
• Review the Gartner Digital Transit Map
– http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp
– What are the three networks you are most interested in and why?
• Review Facebook’s terms of service
– https://www.facebook.com/legal/terms
– What is one thing you are concerned with?
• Review cookies & security settings in your main browser
– Are you comfortable with the settings?
• Create a Google account (if you don’t have one)
• Email me (fasser@uw.edu) with:
– Google account email address (for Google analytics)
– Thoughts on the first class and thoughts on what you want to learn/get out of this
class
• Research Networking Opportunities
– seattle.networkafterwork.com, meetup.com, biznic.com, NWIAG.com

41. http://www.gartner.com/technology/research/digital-
marketing/transit-map.jsp

42. Activity
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