Digital Marketing - Study Notes:
The benefits of web analytics
Web analytics platforms allow marketers to collect, measure, analyze, and report on the interactions customers have with web properties. They are a vital element of an ecommerce strategy because they provide accurate tracking and insight into customer behaviors and the user experience. They also facilitate marketing automation.
Single Source of Truth
The ‘Single Source of Truth’ is the technology platform that is used to form a consensus within an organization. All departments refer to this data source as their central ‘truth’, upon which decisions can be made.
Typically, a web analytics platform is used for this purpose.
Web analytics platforms
Google Analytics is a highly popular web analytics platform, with a free version available. It covers hundreds of metrics as standard and can be customized to add any missing metrics a business wishes to track.
However, Google Analytics isn’t the only platform available to marketers. Various other web analytics platforms offer similar functionality. These include:
- Adobe Analytics
- Kissmetrics
- Woopra
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.
