Analytics and quantitative methods for Media and communications

With digitalisation, consumers

• are more tolerant

• trust traditional channels more

• are passive

• have more information

Digital marketing managers can

• work from home

• personalise customers' experience

The main difference between traditional and digital is

• The cost

• The medium

• The agency

Digital helps understanding

• Medium

• Customer behaviour

• Cost

Measurement is key for informing

• Creatives, Landing Pages

• The Business, Employers

• Past Actions

What ISN'T analytics?

• the translation of customer behaviour into hypothesis

• telling a story with numbers

• discovering

  actionable insights

Your owned properties AREN'T

• Websites

• Facebook page

• Apps

• Google Ads

First party data is

• Someone else's data

• Data collected from multiple sources

• CRM

Metrics...

• are not crucial when optimising campaigns

• are not used by media agencies

• are values used to track and

  measure the performance

• can't be quantified

Which of the followings AREN'T metrics

• Clicks

• Dates

• CPC

• Impressions