ADV 442

Audience analysis

"Research activities that reveal key information about what matters most to the audience you are trying to reach". Has many forms such as: 1. Audience measurement (typically, for media planning)- just a little on this in here. 2. Segmentation research. 3. Influencer analysis. 4. Search behavior.

Google Analytics dashboards: Behavior

"total pageviews" is the sum of each time a user loaded a page on your website... **Site content, all pages shows pageviews- how frequently each page was viewed, average time on page, bounce rate, landing pages, exit rate.

What are the basic requirements of GDPR?

1. Brands must improve communication about 'personal data' and how they obtain consent. Requires that companies explain how their data are used. Let them see their data. Let them delete: "Right to be forgotten" 2. GDPR demands that companies be accountable and can demonstrate compliance. 3. Data portability. 4. Mandatory breach notifications. 5. Many companies see GDPR as an opportunity to gain and build brand consumer trust.

All the steps in the "What Works" analysis

1. Define what you mean by "content step" 2. Operationalize what you mean by "content step" 3. Intercoder reliability 4. Choose a random sample 5. Characterize your data 6. Check if the engagement is higher for some categories than others

Clusters

A measure of the likelihood that two associates of a node are associates. A higher clustering coefficient indicates a greater 'cliquishness'.

Privacy Badger

A plugin that allows you to see who is tracking you and can block them.

Algorithm

A process or set of rules to be followed in calculations or other problem-solving situations, especially by a computer.

Google trends data

A search trend feature that shows how frequently a given search term is entered into Google's search engine relative to the sites total search volume over a given period of time.

Real Time Bidding (RTB)

A server-to-server buying process that allows inventory (ad space on websites) to be bought and sold on a per-impression basis. It happens instantaneous through an auction that determines who gets to buy a specific impression.

Real Time Bidding (RTB)

A server-to-server buying process that allows inventory (ad space on websites) to be bought and sold on a per-impression basis. It happens instantaneous through an auction that determines who gets to buy a specific impression. It is a type of programmatic.

CPMs: Cost per thousand impressions

A standard marketing calculation used to determine the cost of reaching 1,000 potential customers with an ad campaign.. Calculated by total cost of the marketing method and dividing it by the number of impressions it males.

Platform data

A technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns.

Paid search

A type of contextual advertising where Web site owners pay an advertising fee, usually based on click-throughs or ad views to have their Web site search results shown in top placement on search engine result pages. (paid)

KPI (Key Performance Indicator)

A type of performance measurement. KPIs evaluate the success of an organization or of a particular activity in which it engages. They track whether your business hit objectives/targets.

How to do random sampling in Excel

Add a new column within the spreadsheet and name it Random_number. In the first cell underneath your heading row, type "= RAND()" Press "Enter," and a random number will appear in the cell.

Demographics:

Age, gender, education, income, race.

API / API integration: Application programming interface

Application programming interface. A set of functions and procedures allowing the creation of applications that access the features or data of an operating system, application, or other service. (Including node, microsoft, react, net framework, google marketing platform) APIs ensure a seamless communication between various applications. But, it is so done by exposing limited amount of a program's internal functions. For example, an app like Zomato is enabled by API to show the restaurant locations on Google Maps. So, in other words, API integration eases businesses and benefits consumers. (uses code)

"Bag of words" approach

Approach to content analysis at scale- Depending on words in a tweet, we assign a category (e.g. this is a "mad" tweet, this is a "sad" tweet)

Google Analytics dashboards: Acquisition

Building brand awareness and interest; look at bounce rate organic search- web page listing based on relevance paid- company paid for keywords displayed referral- via a link on another site social- social media Direct- type in the name of website Display- display ad

Cookies

Computer program, installed on hard drives, that provides identifying information. Used to determine new sessions/ visits.

Ties

Connections between members of a social network. Connections; can be mutual/non-mutual.

Programmatic advertising

Different way to purchase advertising. Using software to buy ads instead of humans. Goal: increased efficiency. Real-time bidding model, cost per thousand.

Segmentation

Divide people up by distinct patterns of... Who they are (demographics), What they think (psychographics), What they read/watch/hear: media channels (the where), How they engage: media habits (what you do there)

Auditing an algorithm

Examine inputs, outputs and outcomes in a relatively scientific way. The purpose is to ensure that they are consistent with each other, and with the intention behind the system. Has the potential to improve the design of these systems by making their consequences visible

Facebook ad targeting

Facebook uses programmatic advertising to figure out where is the best place for an ad (who to target, when, where do they live, etc.)

Average monthly audience

Go to "Overview- All Accounts" click "View reports" scroll down to "site usage" can choose "number of visits or number of page views" then add together the traffic statistics for each month then divide this by the number of months included.

Centrality

Identify the most important vertices within a graph. Identifying the most influential person in a social network. Refers to a group of metrics that aim to quantify the "importance" or "influence" (in a variety of senses) of a particular node (or group) within a network.

Source

In Web analytics, including Google Analytics, traffic sources is a report that provides an overview of the different kinds of sources that send traffic to your Website, for example direct traffic (clicks from bookmarks or visitors who know your URL) or Web search engines.

First and third party data

Information gathered from internal sources and external sources based on an industry/company. It is analyzed and used to make market predictions.

Engagement

Interactions. It measures how much time a group of visitors spend on a site (Visit Duration). It measures the depth of pages visited while on the site by a group of visitors (Page Depth)

Comscore data

Internal information used to track progress of different media platforms, which is used to make projections. The data is analyzed, and comscore is helpful in determining which media platform is best to use.

Secondary research

Involves the summary, collation and/or synthesis of existing research. Secondary research is contrasted with primary research in that primary research involves the generation of data, whereas secondary research uses primary research sources as a source of data for analysis.

Amplification rate

Is the ratio of shares per post to the number of overall followers. The rate at which your followers take your content and share it through their networks.

Challenges for programmatic

Lack of control over context where the ad is placed; technical complexity requires trust in 3rd party providers.

Lexicon

Like a dictionary; a list of words.Bag of words approach to content analysis at scale Depending on which words in the tweet, we assign a category (e.g., this is a "mad"tweet; this is a "sad"tweet; this is a "negative"tweet, etc)

Psychographics

Needs, values, goals, attitudes, (translation into content strategy) (what do they think?/ what are their goals?)

New vs returning users

New users are first time visitors of a website. Returning users are people who have been to a webpage two or more times. Individuals who had at least one session during your time period. Can be new or returning. Go to "Audience" > "Behavior" > "New vs.returning" Look at: Sessions, Behaviors, and Goals.

Impressions

Number of times a piece of content is displayed

Organic search

Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. (unpaid)

GDPR (General Data Protection Regulation)

Passed in European union 2016; in effect from May 25, 2018. Rules for how companies manage and share your data. Does NOT apply in the US, except for companies that operate in the EU.

Influencers

People who have more power than others to spread ideas/messages/ whatever across a social network. People who have ability to inspire further action.

Social network analysis concepts, including: Nodes

People, individual actors, or things within the network.

Sampling for content analysis (random sampling)

Random sampling is when a few people are chosen amongst a selected targeted group, at total random. This is done to allow the equal chance for anyone to be chosen.

Google Analytics dashboards: Real time

Real-Time allows you to monitor activity as it happens on your site or app. The reports are updated continuously and each hit is reported seconds after it occurs. For example, you can see how many people are on your site right now, which pages or events they're interacting with, and which goal conversions have occurred.

Referrals

Referral traffic refers to visits to your site from links that appear on a different site. Referral traffic is essential and should be measured when managing a link building strategy, for example. Link building involves generating backlinks to your site from other external, high-quality sites, as well as placing relevant outward links on your site. Referral traffic therefore has an important impact on page rank.

Browser plugin

Software that adds functionality to a Web browser. Typically from a third party rather than the browser developer and also called "add-ons" or "extensions," they are used to add toolbars and support a variety of graphics, animation, audio and video formats.

Hungerithm case study

The Hungerithm is a hunger-algorithm monitoring the online mood of the nation by analysing social posts daily, changing Snickers prices at every 7-Eleven in Australia. The angrier the Internet got, the cheaper Snickers became.

Content analysis

The act of applying business intelligence (BI) and business analytics (BA) practices to digital content. Companies use content analytics software to provide visibility into the amount of content that is being created, the nature of that content and how it is used.

Media segmentation

The breaking down of the media according to the specific audience they target.

Bounce rate

The percentage of times a visitor leaves the website almost immediately, such as after viewing only one page. (the lower the percentage the better)

Intercoder reliability

The term for the extent to which independent coders evaluate a characteristic of a message or artifact and reach the same conclusion. (need to know why we need intercoder reliability and how we get it)

Reach

The total number of people that saw that content. Common measurement for a website is "unique visitors per month"

Sessions

Time of activity on site; ends after 30 minutes of inactivity. % new sessions: percent of sessions that were from new users vs. returning users.

Metric:

Track the status of a specific business process. They track processes. A number that defines something such as #of likes, followers, or unique visitors.

Clickstream data

Tracks the exact pattern of a consumer's navigation through a website. A whole lot of "what" and not very much of "why". The process of collecting, analyzing, and reporting aggregate data about which pages a website visitor visits, and in what order.

Supervised Machine Learning

Training a model from input data and its corresponding labels. Supervised machine learning is analogous to a student learning a subject by studying a set of questions and their corresponding answers. After mastering the mapping between questions and answers, the student can then provide answers to new (never-before-seen) questions on the same topic. Compare with unsupervised machine learning.

Traffic channels

Types of mediums visitors came from to go to the website. (organic, direct, links, email, Referral, social)

Web analytics as a practice

Web analytics is the collection, reporting, and analysis of website data. The focus is on identifying measures based on your organizational and user goals and using the website data to determine the success or failure of those goals and to drive strategy and improve the user's experience.

Algorithmic bias

When an algorithms output results in unfairness, we refer to it as bias. (Ex. some people being denied credit based on race, ethnicity, gender.) Bias comes from incomplete data, or poor choice in training data.

Geography

Where they are in the world, location.

Customer persona

You should include: Name, demographics, where they can be found on digital media, content type and tone preferences, their attitudes, relevant to your brand, how you can help solve their problem.

Segmentation (in Google Analytics)

a segment is a subset of your data, or a smaller piece of the whole (need to know how to create new segments on Google Analytics)

Data management platforms: (DMP)

a technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns.

Automatic content recognition: (ACR)

an identification technology to recognize content played on a media device or present in a media file. Devices containing ACR support enable users to quickly obtain additional information about the content they seen without any user-based input or search efforts.

Exit rate

the percentage of people who left your site after visiting that page, but they could have been browsing other pages beforehand

Sentiment analysis

the process of identifying a follower's attitude toward a brand by assessing the context or emotion of her comments. the process of computationally identifying and categorizing opinions expressed in a piece of text

Google Analytics dashboards: Audience

users, demographics, interests, location, behavior, new vs. returning users Help you know your target audience and make decisions about content strategy