Digital Marketing - Study Notes:
Why is tracking the consumer journey important?
Analytics tools can help track the user or consumer journey from user origin and profile, to on-site activity, to goals achieved and the exit point.
This allows analysts to measure and understand user interactions and any valuable actions that occur on media sites or websites and to use data to inspire hypotheses and insights into why these behaviors are occurring. It also allows analysts to try to recreate the underlying conditions to drive more valuable actions or reduce the instances of poorer performing interactions. Furthermore, analysts can use AI and machine learning to help predict customer behavior and personalize the user experience in real-time. This enhances the accuracy and relevance of journey mapping.
Over time, patterns will emerge in the data. These patterns can inspire hypothetical questions about your campaign performance. For example, if you alter your approach to your marketing or website, what might happen – and how might that impact performance?
This is what's known as testing. It's an essential part of the process of driving better performance based on observations that are grounded in data.
Back to TopChristopher Coomer
Chris is a results-driven VP of data, analytics, and business intelligence driving data management, analytics strategies, and technical architecture to scale optimized enterprise operations. As a trusted advisor and strategic business partner, Chris develops meaningful data insights and infrastructures through business intelligence and data analytics strategies to optimize business functions and drive impactful ROIs. Chris is also an enthusiastic and passionate educator in the field of data and analytics and marketing at The University of Tampa.
Cathal Melinn
Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
