Marketing Analytics and Measurement

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in your everyday life you've probably
experienced how good planning makes a
difference and how things turn out
in marketing campaigns also require
planning for the best outcomes in this
part of the course you'll learn how to
create media plans for campaigns and set
performance goals so you can measure
their success there are many software
tools to manage these types of campaigns
and help monitor their performance
you'll be introduced the reporting
capabilities in google ads and google
analytics and how you can use the
metrics in these tools to monitor
campaign performance you can tell if
your campaign is a success by the
metrics or the numbers move on to the
next course item to learn more
[Music]
hello it's great that you're here to
learn for me learning new skills is like
working on a construction project
continuous progress is made as a tall
building rises
in this video you'll be learning about
media plans and performance goals in
construction architectural plans help
people visualize a building before it's
built in marketing media plans help
people understand what's in a marketing
campaign before it's run and just like
how architectural plans have dimensions
like height and width that are used when
a building is constructed media plans
have requirements like number of
impressions and number of clicks that
should be met when a campaign is run
the number of impressions is how many
times an ad is displayed and the number
of clicks measures responses
these are examples of performance goals
a performance goal is a target that has
a measurable numeric value performance
goals can apply to marketing goals or
specific campaigns in a media plan when
performance goals apply to marketing
goals they are sometimes called
marketing objectives
here's a real example of the power of a
media plan with a clear marketing
objective google had a marketing goal to
reach black and latinx audiences in the
united states google's media plan called
for 15 of google's brand campaign budget
to be spent on culturally relevant media
that was the performance goal as a
result campaigns were more inclusive one
campaign targeted media events with high
viewership among black audiences it
delivered a 13 increase in brand
advocacy among black adults 35 to 49
years old another campaign to sponsor
the latin grammys resulted in a 14
increase in spanish-speaking adults 18
to 49 years old likely to consider the
purchase of a pixel 5 phone the media
plan was the starting point to achieve
these campaign results you can go to the
thinkwithgoogle.com website to read the
full article called inside google
marketing our approach to inclusive
media planning and buying
now let's think about performance goals
for specific campaigns the most
important performance goal for an ad
campaign is return on ad spend often
called roas roas is a number calculated
as the ratio of revenue generated to the
amount spent on advertising ros is a
performance goal that you'll often
include in media plans now that you
understand the importance of media plans
to successful campaigns you'll
appreciate choosing media for a variety
of marketing budgets and setting
performance goals for best results
always create a media plan when you do
this you'll be building your knowledge
and skills too
[Music]
get ready to learn more about media
planning but first you need to know what
a media plan contains a media plan
contains details about where when and
how often an ad will appear across all
media channels including radio tv
newspapers magazines paid search and
social media because this program is for
digital marketing your media planning
will focus on digital media to remember
this fact you'll refer to your media
plans as digital media plans when you
create a digital media plan you'll need
to consider who your target audience is
ask yourself whom do i need to reach
you'll also need to consider how much
you can spend or the budget which
channels get how much of your budget or
in the media mix and how long the
campaign will run or the duration
and finally you'll need to figure out
what the key performance indicators or
kpis are and the performance goals and
metrics you'll use to measure how you're
reaching the targeted performance
let's review previous definitions for
business and marketing goals and kpis
because performance goals are created
from these a business goal is a desired
aim achievement or outcome for a
business examples of business goals
include growing revenue increasing
profit gaining market share and
improving customer service a marketing
goal is a specific objective in a
marketing plan or strategy that supports
a business goal examples of marketing
goals include raising brand awareness
increasing web traffic generating new
leads and increasing customer value a
key performance indicator or kpi is a
measurement used to gauge how successful
a business is in its effort to reach a
business or marketing goal since kpis
are numeric they often serve as
performance targets for marketing goals
however because they aren't specific
enough for individual campaigns you
normally would create an additional
performance goal for each campaign these
campaign level performance goals would
be included in your digital media plan
when you create performance goals for
campaigns they should factor into a
performance measurement for an overall
marketing goal in fact if there is good
alignment campaign level performance
goals should clearly lead back to a
marketing goal and even back to a
relevant business goal you learn that
return on ad spend or row as is a
performance goal that is often included
in digital media plans let's walk
through an example suppose a business
goal to grow revenue is a priority you
might hear that your organization has
been given a green light to move ahead
with plans to grow revenue
a marketing goal that provides direction
and supports the business school could
be a targeted marketing effort across a
mix of media a roast performance goal
may be set at this level
if you're working on three digital ad
campaigns as part of the marketing plan
you could set a performance goal for
each campaign as you monitor the row as
for each channel your measurements would
contribute towards meeting the row asset
for the overall marketing effort
up until now row s has been referred to
as a number but without an actual value
assigned here's how to calculate row as
to keep it simple
let's use an example of a business that
sells a single product row as can be
calculated as the number of products
sold times the cost per unit divided by
the ad spend
if it costs 80 dollars in advertising to
sell three units of a hundred dollar
product the roast is 3.75
for every dollar they spend on
advertising they make three dollars and
seventy five cents
row ass is often reported as a ratio so
for this scenario the roast would be
3.75 to 1. you may also come across row
as a percentage for this scenario it
would be 375 percent to summarize the
same row as can be expressed as a number
ratio or percentage we can now add some
numbers to the previous example if the
business goal is to grow revenue by ten
percent and a five to one row as has
been set for the marketing goal you can
assign individual row as targets for
each channel for example you could start
with a three to one row as for search
ads a four to one row as for display ads
and a two to one row as for social media
ads
people typically use results from
previous campaigns to help set row ass
targets for a new campaign a common
choice is to set the row as to the same
or slightly below the value achieved in
previous campaigns if historical data
isn't available you can make your best
estimate and adjust the targets after
you view some of the initial metrics
from the campaign dynamic changes are
allowed the relationship between
performance metrics and marketing goals
demonstrates why it's important to
include performance goals in digital
media plans the path from one to the
other should be clearly mapped out in
the example all individual roast targets
would work together to achieve an
overall five to one roas you'll get an
opportunity later to practice creating a
digital media plan that includes target
audience budget marketing mix duration
kpis and performance goals
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you learn that a performance goal is a
target that has a measurable numeric
value performance goals and their
associated metrics define success
without them it's simply a feeling or
guesswork on how a campaign is actually
benefiting a business this video has
three examples of how performance goals
are based on business and marketing
goals suppose a business goal for an
e-commerce store is to improve customer
acquisition by 20 over the next three
months customer acquisition is a
marketing term for the process of
gaining new customers customer
acquisition for an e-commerce store
depends on traffic to the site the more
traffic coming to the site the greater
the chance of acquiring new customers
a campaign is planned to help generate
more traffic to the site to improve
customer acquisition for the campaign
you set an initial performance goal of a
20 increase in weekly new visitor
accounts to match the desired business
goal
to determine whether you're meeting your
performance goal you monitor the metrics
for new visitors to the site and compare
them to the previous baseline numbers
once you reach a 20 increase you've met
your performance goal but it may take
more than one performance target to
satisfy a business goal in the previous
scenario what if new visitors come to
the site but leave without taking action
that's called bounce the bounce rate is
the number of bounce sessions divided by
the number of total sessions if you
increase your new visitor account but
have a high bounce rate you might not
reach the business goal of improving
customer acquisition by 20 percent
try setting a second performance goal to
reduce the bounce rate by 50 percent
then monitor the performance metrics for
new visitor accounts and bounce rate you
can observe that weekly increases to new
visitor counts aren't offset by bounce
rate that is too high and the number of
returning visitors is holding steady or
increasing along with an increase in the
number of new visitors
in the second example a business school
is set to achieve fifty thousand dollars
in incremental sales over the next month
a marketing goal follows to increase the
marketing return on investment or roi by
two times its current value
to determine a performance goal and
additional budget at a campaign level
perform a couple calculations first
determine how many more orders need to
be placed to generate an additional
fifty thousand dollars in incremental
sales for this calculation you can use
the average order value or aov
aov is the sum of individual order
amounts divided by the number of orders
let's assume the aov is 148 dollars
divide the target incremental sales of
50 000 by the average order value of 148
to get the number of additional orders
or 338 so the performance goal is an
additional 338 orders
next if the current marketing roi is two
and the marketing goal is to double it
you can assume a four to one row as to
be aligned you can then calculate the
incremental budget you need by dividing
the incremental sales amount by the
return on ad spend
divide the incremental sales amount 50
000 by the target row s4 you will need
to request 12 500 of additional campaign
budget to drive additional sales
in the last example the marketing goal
is to increase the conversion volume
from social media by 25 over the next
six months
conversion volume is the total number of
conversions or total monetary value of
conversions over a period of time a
conversion happens when a potential
customer takes a desired action if
you're measuring conversion volume by
the total number of conversions you can
set a performance goal for an individual
channel for example over the next six
months you could try to increase by 10
the number of conversions and sessions
referred from instagram if you're
measuring conversion volume as a
monetary value you'll need to assign
monetary values to different types of
conversions such as leads or purchases
this can normally be set up and
monitored in tools like google ads a
performance goal in this case would be a
certain monetary amount by the end of
the six month period for example a
hundred thousand dollars attributed to
conversions in sessions referred from
instagram
congratulations you made it through
learning how to create performance goals
for business and marketing goals these
examples are quite detailed so feel free
to replay the video as a review or for
help to complete other course activities
you'll practice creating performance
goals on your own you'll also get a
chance to work in the reverse direction
too
given a report from a completed
marketing campaign you'll be able to
view the performance metrics and
identify related business or marketing
goals
[Music]
hi there you're making good progress in
this course keep it up when you began
the program you were introduced to the
skills that are in demand for digital
marketing and e-commerce if you are
taking the courses in this program in
the recommended order you have worked on
skills to contribute to marketing and ad
strategies create search display and
social media ads run email campaigns
expand customer reach raise brand
awareness and engage customers with
content some additional skills can be
classified under the category of
analytics these include how to set and
monitor campaign performance analyze
metrics identify trends optimize
customer engagement and gather insights
for future campaigns
marketing analytics can be applied to a
customer journey website application or
marketing campaign they all depend on a
process to monitor desired kpis and
performance goals during a campaign your
team might set goals run tests monitor
metrics make adjustments and then repeat
the process until the desired goals are
met software tools are required for
marketing analytics in this course
you'll mainly use google analytics and
google ads to monitor metrics and
measure campaign performance you'll also
learn how tools like google ads can be
used to run tests on pages ads and
target groups and how tools like google
optimize can plug in to a website to
test content options these kinds of
tests are called a b or split tests an a
b test also known as a split test or
bucket test is an online test of two
variants to determine the better
performing option here's how it works
suppose you have two versions of a
direct response one goal of an a b test
might be to test which page and which
response performs better based on the
number of clicks
during the tests traffic is equally
split between the two pages in other
words fifty percent of traffic is
randomly directed to one page and fifty
percent of traffic is randomly directed
to the other page one direct response
outperforms the other by receiving more
clicks as a result of the test you
deploy the direct response ad that got
more clicks
teams choose their tools based on
capabilities features and cost
some tools are designed for monitoring
of events like click analysis monitoring
of visuals and graphics or displaying
dashboards
other tools are designed for more
sophisticated analytics the tools you
use will often depend on a combination
of organization team and project needs
be open to using tools that you haven't
used before no matter which tools your
team uses you'll also want to be aware
of what the tools can or can't do before
you use them understanding the
capabilities of the tools you use will
enable you to choose the metrics that
work best for your project
i remember the first time i used google
analytics there were so many reports to
explore and i didn't know where to begin
over time i became more comfortable
using some key reports and learned from
my customers which metrics were
important to them i asked questions to
understand how they used analytics to
expand their e-commerce business as you
gain more experience with tools like
google analytics you can become someone
who can answer those questions too
reporting the right metrics will enable
you and your team to learn and share the
most useful insights
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there are a lot of software tools for
analytics use
this video will introduce you to the
google analytics demo available to
everyone with a google account
think of this as a guided tour of the
reporting capabilities before you
explore them on your own the demo
contains live data from the google
merchandise store and flood it a gaming
app in google play when you access the
demo you must choose a property to view
in google analytics a property is a
website mobile application or web page
that is associated with a unique
measurement id to enable metrics
collection
a google analytics account contain one
or multiple properties
a single property can contain combined
metrics for a website and app but
multiple properties are useful if a
business has multiple websites and apps
or has very distinct user segments on a
single website or app
when you create a new property you
specify the website app or page so that
a new measurement id can be established
and metrics collected
let's sign into the demo account from
the demo account page by choosing the
google analytics for property for the
google merchandise store
no matter which property you initially
choose for the demo if you click the
drop-down for your current view you can
display all the properties associated
with the demo account and click open to
switch to a different property at this
time there are ua properties and ga4
properties ua properties are for an
older version of google analytics that
collects website metrics only
because google analytics 4 collects
metrics from both websites and mobile
apps new accounts should use ga4
properties
there's also an attribution project for
the google merchandise store in the demo
attribution is the act of assigning
credit for conversions from ads last
clicks or other touch points along a
user's path to conversion completion in
other words attribution gives credit
where credit is due
a conversion can be a macro conversion
or a micro conversion
a macro conversion is typically a
completed purchase transaction a micro
conversion is a completed response that
indicates that a potential customer is
moving towards a macro conversion
micro conversions are referred to as
other touch points in the previous
definition for attribution
attribution projects provide
organization for both macro and micro
conversions
now let's view some of the reports in
the ga4 property for the google
merchandise store beginning at the
report snapshot at the top you can click
the tabs to view summary information
about all users new users average
engagement time and total revenue let's
scroll down
you can see insights user and traffic
acquisition user trends top campaigns
most page views top events
top conversions top selling products and
conversions by platform
what's interesting are the automated
insights these will change as
measurements vary but you can monitor
when there are spikes or unforecasted
changes for example you might see an
unforecasted spike in conversions
the real-time menu displays current user
activity on the website
you can view users by device and
geography
you can view users by source audience
and page
and you can view events and conversions
the life cycle menu displays information
for the customer life cycle
the acquisition submenu has details
about user and traffic acquisition
click acquisition overview to view a
summary
the engagement submenu has details about
events conversions
pages and screens
interestingly if you click conversions
and scroll down you can view the numbers
for the begin checkout and purchase
events to get an estimate of how many
users leave products in the shopping
cart without completing a purchase
the monetization submenu has details
about website and in-app purchases
and finally the retention sub-menu has
information about user retention and
lifetime value over 120-day period user
retention measures how many new users
return to the website over a period of
time
customer lifetime value is the average
revenue generated by customers over a
certain period of time
the user menu breaks down demographics
and devices for engaged users on the
website
click demographics overview to view
users by country
city gender
interests age or language
click tech overview to view users by
platform operating system device
browser screen resolution app version
and mobile device model
this completes the highlights of the ga4
reports for the google merchandise store
you should now be familiar with how to
locate and navigate to various metrics
in google analytics
in other course activities you'll use
the demo account again to examine
metrics more closely
[Music]
google ads is google's online
advertising platform
using google ads a marketer can create
online ads to reach specific audiences
interested in the products or services
their business offers
if this is your first introduction to
google ads this video will provide a
guided orientation when you're working
on a campaign in google ads you'll need
to know what you can view in the
dashboard how to find a campaign and its
metrics how to access and act on
recommendations that google ads provides
and how to view reports
when you sign into google ads you'll see
a dashboard or overview of all campaigns
you should be able to find your campaign
listed in the draft campaigns card or
the campaigns card in the dashboard
active campaigns are listed with links
click an individual link to view the
settings for a single campaign
the overview page is a high-level view
of how your campaigns are performing
this is where you will look for things
like overall trends
click volumes top keywords searched and
top performing ads
you can also click to start a new
campaign
you can also see the data for all
campaigns by going to the campaigns page
all campaigns are listed along with
their metrics like clicks and
conversions
you can adjust the time frame for the
metrics to increase or decrease the
period for which you're evaluating the
metrics
one important column to check is the
budget column this is where you would
monitor budget spent and any campaign
limitations you have in the budget
if you go to the recommendations page
you'll see a percentage that serves as
an optimization score
the closer the score is to 100 percent
the better your advertising is
performing
you can review the recommendations on
this page to potentially take action on
one or more of them to help improve the
optimization score of your advertising
if you have more than one campaign the
optimization score is cumulative for all
campaigns
each recommendation is shown as a
scorecard with a predicted impact if a
predicted impact is something you think
would benefit a campaign you can click
to view the details of the
recommendation
from there you can choose to apply that
recommendation to that campaign
the final page for this orientation is
the reports page
the reports page is where you can pull
reports for campaign performance
you can use pre-defined templates for
reports or build a custom report by
choosing the metrics you want to include
click to open the template you want for
example the landing page report shows
performance metrics conversions days to
conversion and more for each landing
page these performance metrics are
extremely helpful for ad placement
this completes the orientation for
google ads you should now be familiar
with viewing the dashboard for an
overview of campaigns viewing the
metrics for individual or all campaigns
applying recommendations to campaigns to
improve the overall advertising health
score and using the reporting feature
you'll learn how to monitor specific
metrics later
[Music]
hi there let's begin by asking a
question do you ever wish you could know
what the future will be like in your
chosen field marketing is changing with
the rise of big data predictive
analytics and ai what could marketing be
like in the future
this video introduces you to a few
possibilities marketing professionals
are noticing several trends
two are related to analytics and two are
for automation big data makes these
trends possible
big data refers to a field in analytics
that systematically mines and extracts
information from very large data sets
for insights
big data can also refer to the large
data sets themselves financial companies
use big data for risk analysis
manufacturers use big data to optimize
supply chains
here's how marketing organizations are
using big data
the first trend is real-time analytics
real time analytics monitors immediate
data to gain insights to respond to
events more quickly if you think about
it marketers can adjust a marketing
campaign only as fast as they can
monitor the data and the more detailed
the data the better
if big data is pulled together and
filtered with greater speed marketers
can respond to underperforming aspects
of a campaign immediately or in real
time so real-time analytics tells them a
target audience isn't responding the
message for that audience can be
adjusted right away big data also plays
a role in what is called predictive
analytics predictive analytics uses
historical data to predict what might
happen
so if predictive analytics is applied to
models created from collective browsing
histories marketers might be able to
identify the right audience for a
successful campaign early on
predictive analytics can also help
marketers choose an optimal page or an
ad without performing an a b test saving
both time and money
autonomous marketing uses real-time
analytics to automate marketing
activities for example
autonomous marketing can adjust an
underperforming message automatically
this can increase the impact of
multi-channel marketing campaigns
autonomous marketing can also be highly
effective to promote and maintain
customer loyalty programs
artificial intelligence or ai for short
is a field developing intelligent
machines and software that simulate
human thought or work multi-channel
campaigns are often difficult to manage
because of the amount of content that
needs to be created for each channel if
ai can be used to help create and
personalize content marketers can offer
context specific experiences for users
and optimize experience e-commerce can
turn more browsers into buyers
these trends are finding their way into
platforms and systems automation and ai
are a new standard
for instance google ads offers automated
bidding and google ads smart bidding
uses machine learning to analyze data in
real time to show the right message to
the right customer at the right time one
thing is certain as these trends
continue their growth new roles will
open up in marketing you'd have a good
chance of being correct if you say that
future analytics is already here
congratulations on finishing this video
from the google digital marketing and
e-commerce certificate
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