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Lesson 5: The Consumer–Brand Relationship, Part 1

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市场营销专业人士所需的数字分析：理论市场分析

伊利诺伊大学香槟分校

4.5（2,681 個評分） | 62K 名學生已註冊

課程 1（共 7 門，数字化营销專項課程）

Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.

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Analytics, Digital Marketing, Marketing Analytics, Marketing Performance Measurement And Management

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4.5（2,681 個評分）

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EB

Feb 20, 2016

I really think this is the best Introduction for any beginner who needs to start learning about Digital Analytics. Thank you Prof Kevin for all the information and resources you provided us !

TD

Sep 11, 2015

Have an great overall understanding about Digital marketing, Marketing Geek and useful Digital Analytic tools. With this worth information, I can make my online business plan more effectively

從本節課中

Basic Analytics Techniques and the Data

In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.

Lesson 5: The Consumer–Brand Relationship, Part 17:42

Lesson 5: The Consumer–Brand Relationship, Part 213:04

教學方

Kevin Hartman
Visiting Professor & Head of Analytics at Google

腳本

[ Music ]

>> Lesson 5 The Consumer Brand Relationship.

We're going to take a little time and look at channels

that brands use to reach consumers,

and then why those channels are important

and importantly the metrics that can be used to gauge the success

of those channels in analytics.

What are we going to talk about?

We're going to talk about each channel, and discuss how each

of them have a role in creating relationships;

a very unique role in creating the brand/consumer relationship.

We'll talk about how brands use search

to be relevant to consumer needs.

We'll talk about how they use display advertising

to intersect consumers along a web journey.

We'll talk about video and how that is used to engage

with consumers, and then finally,

how social is a very important tool in connecting

with consumers at very key moments.

So those are the four-- here are the four channels

that we'll be talking about- search,

display, video, and social.

These are digital ways for brands to reach and connect

with consumers and vice versa through content,

sharing of discussion, and other means.

They're very vital ways for brands to reach consumers,

and as a result very important to us and with analytics;

it's very important to know why a brand would use a

particular channel.

What kind of data is available to me in that channel

as an analyst, and then importantly,

what metrics I should be using to gauge that success.

So let's start with search, just a little bit about search.

And before we get-- you go too deep into it; you need to talk

about these two concepts: SEO and SEM,

search engine optimization and search engine management;

very different for brands and they mean a great deal

of different things for them.

Search engine management if we start there is all

about brands investing in paid search to reach consumers.

That is the green out here if you look on the slide;

that's the stuff at the top and along this backside.

All of that is placed by brands through investments

in paid advertising, and for that reason we call

that search engine management.

Search engine optimization, on the other hand,

is all this stuff that's organic results

that come in here in the red.

These are results that are triggered

by generally secret formulas held

by the different search engines.

Relevance is always an important thing making sure

that it is indeed what the consumer is looking

for will be boost your results up.

As well as just popularity is another thing

that would drive the results.

There is nothing in search engine optimization

that brands can pay to get moved up that list; it's basically

as I said organic results, and it's just based on the content

that you've got that consumers are searching for.

So both of the ways that SEM or SEO they differ very much

in the output, right, but at the end of the day the result

or the objective for a brand is still very similar.

You basically want to be where a consumer is

when they are searching for something.

When they are telling you I am looking

for this; I have this need.

InquireO in 2007 put out a study that tracked why it was

so important for brands to be at the top of that return list.

What you're looking at is just a simply Google search page

and then what they've done is they've outlined

where consumer's eyes fell on the page,

so the darker the redder that area there in the center means

that consumers were looking at that page

and looking very intently.

And the vast majority of consumers are looking

at the first couple of results

and then making a decision and going on.

There are studies that say that consumers expect the best brands

to be at the top of that list, whether that's an organic result

or the result of some kind

of paid search engine management advertising.

But suffice to say that the objective of a brand is

to be relevant to consumers when they're in that search,

and then also to return high on that list

so that they are the ones chosen.

Other sites have said that that first return link is clicked

on ten times more than anything towards the bottom of the page,

and almost never will a consumer scroll what's called below

the fold.

So to results that don't show up immediately

into that first list, so getting to the top

of that search result very important for brands,

and a key objective of search.

So how would we measure against that objective?

What measures would we use?

So there's a couple of them.

Click-Through Rate is a very important metric

in that is basically looking at the percent of consumers

who saw my search link or my display ad; whatever it is

that thing that I want them to click on and then clicked on it.

So in this case, it's the percent of consumers

who saw my search ad or organic result and then clicked on it,

what percent did that.

Another important metric is the Macro Conversion Rate.

Because you've got consumers who are clicking on a link,

and you are sending them someplace, which could be right

to a buy now page, could be just something along the path

to a buy now page, but you know pretty well

where they are sending them.

It becomes very easy or much easier to figure

out what percent enter into my buy process,

and then ultimately what percent actually make a purchase.

So the macro conversion rate is tracking just that.

It's tracking how many customers came to my site,

and then how many of them actually made a purchase.

How many of them did I convert to a customer of mine.

Another metric that is important is the cost per acquisition.

Because you've got such good data through search

on who is making the action to click on a link and come

to my site, and you're getting very clear data on that number

of consumers, and you also then know how much you are spending

if you're investing in a paid search ad.

It becomes a pretty easy calculation to figure

out how much those conversions, these customers that I turned

into customers of mine, how much they cost me, and then figuring

out a rate of just taking that investment,

dividing by the number of people that you converted

and getting a cost per acquisition.

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